Lakeridge Health, one of the largest regional healthcare systems in Ontario, is the product of a merger of 4 hospitals and 12 health care clinics. The process of rebranding brought unity to an unwieldy federation of communities and cultures.
We started by mapping the social and organizational terrain—insights that would lead to more targeted communications and design strategy. While the challenge was to develop a corporate identity that illustrated both the intricacy of Lakeridge’s corporate structure and the common bond between Lakeridge’s various parts, our work also provided Lakeridge leadership a map of its own complex cultural landscape as it moved forward.
Everyday, Lakeridge healthcare workers touch the lives of patients and their families in positive and wonderful ways. The Circle of Gratitude is an opportunity for people to express their thanks and acknowledge doctors and staff that went the extra mile to make their experience at Lakeridge better. The program acknowledges healthcare workers with a special Circle of Gratitude lapel pin. The pins are colour-coded to communicate the level of patient philanthropy in the worker’s name.
The Lakeridge Health Foundation orchestrates a number of fundraising events throughout the year. The cardinal event, The Lakeridge Hospital Annual Gala, was organized around a different theme every year—resulting in a different look and style to support each successive theme. Unfortunately this practice created market confusion and undermined the building of brand equity. Deliberately breaking with the past, we worked with the Foundation to develop Inspireve—a new event brand. Inspireve offered the Foundation a clean slate and an opportunity to raise the bar and reinvent the event experience. Along with the event brand, Aegis also developed a range of branded communications.