HEALTH CARE
Ontario Shores Centre for Mental Health Sciences (formerly Whitby Mental Health Centre)
CHALLENGE AND OPPORTUNITY
Whitby Mental Health Centre began its life over ninety years ago. When the Province of Ontario devolved control of mental health hospitals, the centre's senior leadership and board developed a strategy to change from a community hospital to a specialized, tertiary-care, academic mental health facility. But the existing name no longer supported the strategy and the reality. It cast the organization in the past rather than signalling what it had now become: a facility with a province-wide mandate and catchment area and with a research, teaching, patient care and advocacy focus for people with mental illness and those that care for them.
With a very short timeline we worked intensely with a small team of the senior leadership, while consulting with more than five hundred stakeholders using multiple techniques, including an online forum, interviews, in situ discussions throughout the hospital, town halls, brand events and very targeted market research. The results helped form a brand and name strategy as well as the criteria for the development and assessment of a name and visual identity options.
RESULTS
The new name has two parts. Ontario Shores relates to the location of the hospital and to the broad province-wide patient population it serves. Centre for Mental Health Sciences reflects the perspective on mental illness as disease open to scientific study and research. We developed the new tagline - Discovery. Recovery. Hope. - to communicate the importance of research in the treatment of patients and training of professionals.
The name and visual identity have energized the organization. Staff, board, volunteers and patients have embraced the name as a symbol of the new direction of the hospital and of efforts to de-stigmatize mental illness.
OUR ROLE
Band strategy, naming, identity strategy, tagline, brand-based communications planning.
PARTNERS
Ove Design & Communications, Kathryn Hendrick Associates