Rebranding the Mission of Expanded Community Care
Client / Oshawa Community Health Centre
Industry Sector / Community-based Healthcare, Non-Profit
Services / Rebranding, Naming, Market Positioning, Creative Development
Objectives of the program
1) Communicate an expanded healthcare mandate in service of the community through a rebranding and positioning program.
In January 2015, the Boards of Directors of The Youth Centre (TYC) and the Oshawa Community Health Centre (OCHC) agreed to a full merger with a vision to create a new, stronger Community Health Centre, serving the communities of Pickering, Ajax, Whitby and Oshawa. The new entity would become one of the largest Community Health Centre organization in the province, serving a population of over four hundred thousand.
2) Preserve the equity of the legacy community health organizations merging under one brand
Following a public tendering process, TYC-OCHC transitional committee engaged our group to undertake a strategic branding exercise aimed at developing a new institutional name, visual identity and brand marketing strategies to build awareness of the new name and of the expanded programs and services available in various communities.
Communication Priorities
The new organizational brand priority goal was to help communicate an expanded mandate and set of services to be delivered to a broader audience from a number of community centres and clinics situated across Durham region, from Pickering to the west, to Oshawa to the east.
Approach
Our group conducted stakeholder research and consultation and delivered the following:
A brand strategy outlining the positioning, values, personality, value proposition and brand promise for various stakeholder audiences
A new name and tagline for the merged organization
A new brand identity signature (logo)
Print and online collateral material including live templates
Website overall look and feel
Brand identity implementation guidelines
Active templates in InDesign, MSWord and PowerPoint for staff use
Staff training modules and conducted training sessions
Ensuring the Cultural Acceptance of the New Brand’s
In order to address anticipated reluctance to name and culture change across internal stakeholders working in various sites, we developed a new Brand Manifesto developed using various insights gained from the stakeholder research and consultation throughout the process.
Video Manifesto
The Manifesto was delivered in the form of a narrated video that was presented immediately preceding the internal launch of the new name and brand.
