HEALTH CARE

London Health Sciences Centre

CHALLENGE AND OPPORTUNITY

We've consulted to London Health Sciences Centre since 2004 on a variety of brand, identity and communications projects. We helped integrate the Regional Cancer Centre into the hospital. Through that process we all recognized that brand and communications challenges went deeper. The name - London Health Sciences Centre - reflected a management structure rather than a patient reality. To confuse matters further, the identity of the hospital's foundation was different from that of the hospital.

Working with doctors, staff and the boards of both the hospital and the foundation, we helped develop a new identity that reflects the academic and research focus of the organization as well as its commitment to compassionate care for the community. Equally important was the rationalization of the naming protocol for the hospitals, which brought back the names of the three sites, making wayfinding easier. We developed a brand identity protocol for hospital clinical programs that aligns with benchmark academic medical institutions in Canada and the United States.

RESULTS

Our inclusive process for rationalizing the hospital identity and creating an overarching communications platform helped both the hospital and its foundation utilize precious resources more effectively. The brand now communicates London Health Science Centre's position as one of Canada's top academic hospitals.

OUR ROLE

Brand strategy, research methodology, brand architecture, naming, stakeholder management and engagement, brand design direction, facilitation

PARTNERS

Ove Design & Communications, Harry Cornelius/Sideren