Haft2 Healthcare Portfolio

Healthcare The Science of Branding & Medicine

CONNECTING CARE

UNITED UNDER ONE BRAND

CHILDREN FIRST

LIGHTING THE WAY

Making Connections for Sinai

Unifying the Brands of UHN

A Lasting Impression at SickKids

Lighting the Way for CAMH & Sunnybrook

Wherever the art of medicine is loved, there is also a love of humanity.

Hippocrates

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We invite you to explore our healthcare brand journey.

We know colour.

And we know healthcare.

Haft2 Inc. is a full-service digital and branding agency with a special understanding of the unique needs of healthcare, having worked in this category virtually from the day our doors opened.

We begin every healthcare branding project with a very important activity: listening.

We interview the many different stakeholders within an organization to form a comprehensive picture of their challenges, their needs and their goals. Only then do we set to work developing a brand strategy that unifies the diverse needs of the Hospital, the Foundation and the many teams within these universes.

When we were founded in 2004, we set out to become the colour authority for branding. Since then, the breadth and depth of our services have grown to include social media, digital, SEO, research, marketing communications and naming. Yet colour – and its strategic use in marketing a brand and influencing audiences – is still at the core of everything we do.

If you’re looking for an agency that listens before it acts, an agency that gets why you’re different, look no further than Haft2 – The colour authority for branding® in healthcare.

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Healthcare Timeline 2005

2010

2007

SickKids, SickKids International, HealthyKids Our extensive work during this time included developing the visual identity, brand architecture, sub-brands, standards guide and a variety of fundraising materials. The Haft2 touch is still visible in the branding to this day.

2012 - 2013

2007 - 2008 Capital Health For this healthcare provider, once the largest employer in Alberta, we developed the visual identity, brand architecture, sub-brands and standards guide.

2009 - 2010 Sunnybrook International We developed the visual identity, standards guide and marketing materials for the international sub-brand of Sunnybrook.

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2011

2011 - 2014 CAMH

2005 - 2009

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In addition to refreshing the visual identity and standards guide, we produced numerous marketing pieces and worked on the symbolic gift program.

Princess Margaret Cancer Foundation We conducted a thorough brand audit prior to updating the brand architecture and developing brand standards.

Haft2 is excited to share our 20 years of brand and marketing experience in the healthcare category. With each new client, the depth and breadth of our experience and our relationships in the sector, expand.

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2019

2016

2023

2021

2016 - 2021

2021 - 2022

Toronto General and Western Hospital Foundation

UHN Foundation

Over a five-year period, Haft2 conducted a brand audit and developed brand standards incorporating brand positioning and architecture.

We also created integrated campaigns for print, digital and social.

2017 - 2023 Sinai Health, Sinai Health Foundation Following an extensive brand audit process, we updated the logo colours and revised the brand strategy, positioning, architecture and visual identity. We applied this work to a range of hospital and fundraising materials.

To reflect the amalgamation of several organizations under the UHN Foundation banner, Haft2 updated the logo and brand standards. We also produced the annual report, fundraising materials and several integrated campaigns.

2023 - Present Helping Hands Healthcare Complete rebrand to reflect the brand positioning.

Work includes new visual identity, website, and ongoing social media.

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From Hands You Trust With 25 years experience providing exceptional healthcare, it was time for Helping Hands Healthcare to rebrand in 2023. They turned to us to create a new logo and visual identity to revitalize and modernize their brand. The result? A strong, fresh new look for this healthcare hero.

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HELPING HANDS HEALTHCARE Brand Guidelines

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Excellence of Care We knew from our research how imperative a professional, compassionate website was for the homecare industry specifically – a new area focus for Helping Hands Healthcare. We ensured our copy, imagery and functionality provided potential clients with the reassurance they are in hands they can trust. It’s working – with a 503% increase in visitors the first 30 days of it going live.

HELPING HANDS HEALTHCARE Website

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HELPING HANDS HEALTHCARE Social Media Campaign

Healthcare Recognition As Helping Hands Healthcare launched their fresh new identity and website, they realized their social channels also needed an overhaul. They enlisted us to perform an audit on their social footprint, and we provided an assessment and content plan to rebrand their owned platforms. Our plan included creating a uniformed and consistent brand look, and focusing on employees and community initiatives to boost organic growth. We continue to see increased engagement and new followers across the board.

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Connecting Care In 2019, following an in-depth research process which involved interviewing dozens of stakeholders, we united the multiple brands under a single name, reworked the original logo colours to be stronger and more versatile, and developed unified brand guidelines. The simplified branding has resulted in greater clarity and coherence for all entities in the Sinai Health family.

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Campaign Building Blocks For the delivery and neonatal unit fundraising campaign, we developed the logo and supporting icons of a heart, rattle and footprints based on the idea of baby blocks, and created elevator wraps to reach new parents at the hospital.

SINAI HEALTH FOUNDATION Labour of Love Campaign

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Heart To Heart We designed the logo, pins and collateral, and managed patient photo shoots, for a fundraising campaign that invited patients to express their gratitude to a team member who made a difference.

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SINAI HEALTH FOUNDATION Grateful Hearts Campaign

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Making an Impact For the annual community reports, we worked with both Foundation and Hospital teams to interpret the chosen theme into a design and imagery style that brought the messaging to life.

SINAI HEALTH Report to the Community 2017-2019

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Adding Value Working with hospital staff, we developed a campaign to promote the four brand values. Using a visual language of illustrated icons and colour for instant recognition, we created posters and lanyards that conveyed the values to staff, patients and visitors.

SINAI HEALTH Brand Values

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United Under One Brand We have been creating brand standards and marketing materials – often in collaboration with an AOR – for various UHN entities since 2012. In 2021, we updated the UHN Foundation logo and brand standards to reflect the amalgamation of several organizations under the Foundation banner and introduced a secondary colour palette to complement the heritage colours.

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Simply Hope During the pandemic, when shooting original photography posed a challenge, we turned the names of healthcare team members into silhouettes of caregivers to promote a fundraiser, and listed longedfor activities as a backdrop in another ad.

Our campaign name was so resonant, it was adopted as the theme for that year’s Report to Donors.

UHN FOUNDATION Report to our Donors 2019-2021

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new mockups for these

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BEST IN CANADA COMMITMENT KNOWLEDGE TORONT EXCELLENCE DISTINCTION EDUCATION GENEROUS INN CARING GIVING KNOWLEDGE LIVES HERE COMPASSIO LEADERSHIP COLLABORATIVE KNOWLEDGE TORONTO INSIGHTFUL ADVANCED DISCOVERY CURIOUS DRIVEN SCIENCE INNOVATIVE SOLUTIONS STUDY HOPE A HEAL INSIGHTFUL ADVANCE KNOWLEDGE LIVES HERE DIGIT TECHNOLOGY INTEGRATED MICHENER INSTITUTE OF UNIVERSITY HEALTH NETWORK WORLD CLASS DISTIN EXCELLENCE CARE SOLUTIONS COLLAB KNOWLEDGE KNOWLEDGE ADVANCED SCIENCE INNOVATIVE TORON NUMBER FOUR IN THE WORLD BEST IN CANADA RESEA COMMITMENT KNOWLEDGE TORONTO KNOWLEDGE DISTINCTION EDUCATION GENEROUS INNOVATION KN KNOWLEDGE LIVES HERE COMPASSIONATE WHAT KNO LEADERSHIP COLLABORATIVE KNOWLEDGE TORONTO INSIGHTFUL ADVANCE KNOWLEDGE LIVES HERE KNOW NUMBER FOUR IN THE WORLD PATIENTS KNOWLEDGE TECHNOLOGY INTEGRATED MICHENER INSTITUTE OF UNIVERSITY HEALTH NETWORK WORLD CLASS DISTIN CARE SOLUTIONS INCLUSIVE PROACTIVE RESEARCH A ADVANCED SCIENCE INNOVATIVE TORONTO WESTERN UHN FOUNDATION THE WORLD BEST IN CANADA RESEARCH BEST IN CANA WESTERN HOSPITAL EXCELLENCE DISTINCTION EDUCA Report to our Donors 2020-2021 Spread GENEROUS INNOVATION KNOWLEDGE LIVES HERE CO SCIENCE INNOVATIVE SOLUTIONS STUDY HOPE A HEAL 28

BEST IN CANADA COMMITMENT KNOWLEDGE TORONT EXCELLENCE DISTINCTION EDUCATION GENEROUS INN CARING GIVING KNOWLEDGE LIVES HERE COMPASSIO LEADERSHIP COLLABORATIVE KNOWLEDGE TORONTO INSIGHTFUL ADVANCED DISCOVERY CURIOUS DRIVEN SCIENCE INNOVATIVE SOLUTIONS STUDY HOPE A HEAL INSIGHTFUL ADVANCE KNOWLEDGE LIVES HERE DIGIT TECHNOLOGY INTEGRATED MICHENER INSTITUTE OF UNIVERSITY HEALTH NETWORK WORLD CLASS DISTIN EXCELLENCE CARE SOLUTIONS COLLAB KNOWLEDGE KNOWLEDGE ADVANCED SCIENCE INNOVATIVE TORON NUMBER FOUR IN THE WORLD BEST IN CANADA RESEA COMMITMENT KNOWLEDGE TORONTO KNOWLEDGE DISTINCTION EDUCATION GENEROUS INNOVATION KN KNOWLEDGE LIVES HERE COMPASSIONATE WHAT KNO LEADERSHIP COLLABORATIVE KNOWLEDGE TORONTO INSIGHTFUL ADVANCE KNOWLEDGE LIVES HERE KNOW NUMBER FOUR IN THE WORLD PATIENTS KNOWLEDGE TECHNOLOGY INTEGRATED MICHENER INSTITUTE OF UNIVERSITY HEALTH NETWORK WORLD CLASS DISTIN CARE SOLUTIONS INCLUSIVE PROACTIVE RESEARCH A ADVANCED SCIENCE INNOVATIVE TORONTO WESTERN THE WORLD BEST IN CANADA RESEARCH BEST IN CANA WESTERN HOSPITAL EXCELLENCE DISTINCTION EDUCA GENEROUS INNOVATION KNOWLEDGE LIVES HERE CO SCIENCE INNOVATIVE SOLUTIONS STUDY HOPE A HEAL 29

SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIP LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIE SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIEL HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNE UHN FOUNDATION EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS B WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHTS V MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAO More Than Hope Campaign Newspaper Ads HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNE EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS B WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHTS MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAO SHOPPING VISITING GRANDPARENTS FLYING CELEBRATIONS PART SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIP LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIE SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIEL SHOPPING VISITING GRANDPARENTS FLYING CELEBRATIONS PART SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIP LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIE SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIEL HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNE EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS B WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHT MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAO HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNE EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS B WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHT MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAO SHOPPING VISITING GRANDPARENTS FLYING CELEBRATIONS PART SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIP LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIE SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIEL SHOPPING VISITING GRANDPARENTS FLYING CELEBRATIONS PART SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIP LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIE SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIEL HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNE EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS B WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHTS 30 MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAO HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNE

PS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE N ES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BE LD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TR ER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS ME VISITING GRANDCHILDREN ART GALLERIES THEATRE NORMAL OKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUS ER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS ME VISITING GRANDCHILDREN ART GALLERIES THEATRE LAUGH OKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUS TIES SINGING TOGETHER PLAYDATES TRIPS BOOKSTORE BROWSING PS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE N ES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BE LD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TR TIES SINGING TOGETHER PLAYDATES TRIPS BOOKSTORE BROWSING PS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE N ES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BE LD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TR ER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS ME TS VISITING GRANDCHILDREN ART GALLERIES THEATRE SHA OKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUS ER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS ME TS VISITING GRANDCHILDREN ART GALLERIES THEATRE DIN OKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUS TIES SINGING TOGETHER PLAYDATES TRIPS BOOKSTORE BROWSING PS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE N ES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BE LD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TR TIES SINGING TOGETHER PLAYDATES TRIPS BOOKSTORE BROWSING PS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE N ES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BE LD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TR ER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS ME VISITING GRANDCHILDREN ART GALLERIES THEATRE WEEKE 31 OKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUS ER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING

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Hallway of Heroes In addition to naming the new Honour Your Hero campaign and developing the logo and recognition pins, we designed elevator wraps, posters, booklets and fundraising brochures to promote the fundraiser.

UHN FOUNDATION Honour Your Hero Brochure

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UHN FOUNDATION Honour Your Hero Campaign Elevators 34

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UHN FOUNDATION Give a Shift Campaign Social

Get Your Scrubs On For a fundraiser that invited participants to honour healthcare heroes by performing challenges such as wearing PPE or walking throughout a 12-hour period – the length of a healthcare shift – we engaged the public with a provocative name, dynamic logo, social media posts and newspaper ads.

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UHN FOUNDATION Give a Shift Campaign Newspaper Ad

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UHN FOUNDATION Planned Giving Campaign

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Building a Legacy To promote the planned giving program, we developed an integrated campaign built around the notion of storytelling. It included a new logo, photo shoots, elevator wraps, hallway posters, brochures, a microsite and a video series.

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Telling Their Stories To start a conversation around a sensitive topic, we produced videos featuring actual planned giving donors. Each features a person talking candidly about why it was important to them to include UHN in their will.

UHN FOUNDATION Planned Giving Videos

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UHN FOUNDATION McEwen Stem Cell Insitute

Mission: Possible At the McEwen Stem Cell Institute, innovative research transforms the impossible into the possible. For the Institute launch, we created an awareness campaign called Ignite the Revolution.

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Brain Power We illustrated a campaign promoting personalized brain research at Krembil Brain Institute with an image that merged the ultimate symbol of uniqueness – the fingerprint – with the human brain.

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UHN FOUNDATION Brain Campaign

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i u G d n Bra 2009

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Children First From 2005 to 2009, we developed brand positioning, a visual identity and fundraising materials for SickKids and created HealthyKids, a SickKids Foundation brand initiative for the US market. Our brand guide brought coherency to the numerous sub-brands – a visual language that is still in use today.

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SICKKIDS FOUNDATION Office

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International Excellence For Sunnybrook International, we developed the brand identity and standards in 2009 and 2010, along with a brochure and booths for trade shows in Abu Dhabi and Dubai.

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Lighting the Way A highlight of our work with CAMH Foundation was redesigning the Gifts of Light program. After conducting donor research, we developed the symbolic gift product line and designed the catalogue, marketing and event materials.

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Take Good Care Thank you for allowing us to share these moments on our healthcare journey. I’d love to hear more about your story – and chat about how we can contribute to your brand.

– Paul

416 260 5562 | paul@haft2.com haft2.com Haft2 Inc. 30 Adelaide St E, 12th floor Toronto, ON M5C 3G8 Canada

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