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VON: Revitalizing an historic Canadian brand in an evolving healthcare sector

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Established in 1897, the Victorian Order of Nurses (VON) is Canada’s longest-standing home and community healthcare non-profit delivering a wide range of vital health and wellness services.

In order to meet its longer-term business goals, VON identified a need to realign the organization around a distinct and purposeful brand.

We found the opportunity in the living rooms and kitchens of the elderly, the ill and the lonely.  Digging into the reality of people who rely on home care to manage, we uncovered an important insight:  fear of the future is what worries them, and the freedom to hope for the future, day by day, is what VON means to them.

We worked with all stakeholders to create a relevant and purposeful brand that brought passion, intent and alignment to the entire organization – helping people who need care to “Live Every Day” with hope.  The visual supporting concept, developed by Brand Clarity partner B3 Strategy, used the metaphor of a “healing tapestries of life,” celebrating quilts and their historic patterns to evoke the comfort and security that VON offers.  A full set of graphic standards and guidelines were produced to manage a diversified marketing environment.


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