Behind every great brand
is a great story and a great client
We enjoy our work and our clients. We hope you will too.
CHEO: Creating a shared culture, values and purpose
In October 2016, the Children’s Hospital of Eastern Ontario (CHEO) and the Ottawa Children’s Treatment Centre (OCTC) announced their amalgamation. The move made sense: the two organizations were co-located on the same campus and most children who received support at OCTC were also in the care of CHEO.
Not only would the amalgamation provide a more seamless experience for families, it would also expand CHEO’s mandate, from a critical care hospital to a centre for integrated pediatric care, providing a continuum of services for children, youth and families in Eastern and Northern Ontario, Western Quebec and Nunavut.
CHEO’s new core purpose and vision reflected the heart-felt common ground: “The best life for every child and youth.” The hashtag #bestlife became the mantra and rallying call for stakeholders across the organization, encapsulating a full brand framework, brand architecture and brand story that could fully support and inform future strategic planning as well as organizational decisions and actions.
The equity in the CHEO name was too great to change. In fact, the name of the new organization became simply CHEO with a simplified and modernized wordmark that maintained the innocent charm of the original.
Lakehead University: Discovering an Exceptional and Unconventional Brand
Faced with growing challenges and greater choices in the education market—and tired of being perceived as a “last chance” regional university—Lakehead took a bold branding step to break out of the “me too” communication mode, resulting in a laser-focused message that differentiated its value, compelled attention, engaged emotion and won preference. Partnered with Fifty Strategy + Creative, we delved into Lakehead’s culture and students to create a brand that crystallized the essence of this exceptional and unconventional school.
Cloud 9 by VOIP Networks: Creating a breakaway IT brand
VoIP Networks, a Mitel partner, is a leading provider of voice-over-IP telephony services to large and small companies across the United States. In a crowded marketplace serviced by many VoIP telephony providers, VoIP Networks moved to establish a high benchmark in bundled services, but needed a brand that would support the value and innovation they were offering. Through our partner Creative Niche, Brand Clarity® worked with VoIP and Mitel to develop a breakaway brand in a nuts-and-bolts industry for a service that took all the worry away.
KW Habilitation: Building capital and Achievability
KW Habilitation needed to move to move on. A new facility meant raising capital—and profile. Armed with a compelling and clear brand developed by Brand Clarity® and creative partner Rick Denomme, and an aligned fundraising campaign theme, the organization increased their “AchievAbility” quotient, fundraising levels and awareness – and while constructing a new building, built on its ability to provide vital services to the community.
Kanata North BIA: A compelling brand for an atypical BIA
As fallout from the Ottawa-area tech boom and bust, Silicon Valley North had grown colder and The Golden Mile wasn’t quite as shiny. Area business leaders recognized the need to formalize a BIA to sell Kanata North’s uniqueness and solidify its competitive differentiator. Brand Clarity®’s creation of a vibrant brand in partnership with Rick Denomme empowered the KNBIA to move proudly forward with a revitalized agenda and strategic plan.
Georgetown Hospital Foundation: A Brand to Unlock Giving
Georgetown Hospital in the Greater Toronto Area is the jewel in the crown of the Town of Halton Hills. The Foundation had just completed a very successful fundraising campaign and the leadership recognized that it was time to capitalize on the success and tell their special story through a brand that was intuitive and exciting with the help of Brand Clarity® and creative partner Rick Denomme. The hospital is also part of a larger multi-community healthcare group, and as a result the Foundation’s brand is also becoming a rallying point for the entire hospital and the community it serves.
KRP Properties: More Than Just Space
As the major property developer and manager in Kanata North, Kanata Research Park played an important role growing the area’s high-technology reputation with a tenant-centric approach. But with two different corporate divisions and the physical park itself, the company’s brand had been become muddy, a problem made worse when they acquired a new park some distance away. Brand Clarity® worked with creative partner Rick Denomme and KRP’s senior management team to dig down to understand the core of the company and what made them unique. We spoke with tenants, property brokers and even competitors to clarify their difference, realign their internal structure to deliver on the brand, develop a new name and tell their story through actions, visuals and words.
City of Ottawa: Bike to Work Month
Ottawa is one of the world’s most livable cities, and the city’s commitment to biking is part of that. The city celebrates May as Bike to Work month, encouraging residents to saddle up and peddle to the office. After five years of steady but small growth, the City decided to kick it up and asked Brand Clarity® to run the 2015 campaign. Fresh creative developed by Fifty Strategy + Creative, a focus on social media engagement handled by Brand Clarity® and a purely emotional message resulted in a campaign that far exceeded expectations, doubling participation over last year and creating buzz for 2016.
Theatre Ontario: Staging the Future of Theatre in Ontario.
Live theatre may be the antidote to our electronic impersonal lives, poised to bring real human connection back into our shared experiences. Theatre Ontario represents Ontario’s theatre industry, promoting live theatre and providing support to both the business and artistic side of the stage. Their brand over the years had become blurred. While its mandate was to be the voice of Ontario’s theatre industry, it was known as a provider of funding and programs. At the same time, the entire industry needed a leader to help build a sustainable future for an art form under threat. Brand Clarity® together with creative partner Rick Denomme worked closely with Theatre Ontario and the larger theatre community to re-articulate the organization’s broader mandate, repositioning them as Ontario’s theatre champion and the touchstone for collaboration, sharing and lobbying. A brand framework, audience-specific messaging and a rich new look all combined with a program review to ensure that the brand was actually delivered through actions and behaviours.