Healthcare The Science of Branding & Medicine
DETERMINED DEFENDERS
CONNECTING CARE
UNITED UNDER ONE BRAND
CHILDREN FIRST
Grand Erie Public Health
Making Connections for Sinai
Unifying the Brands of UHN
A Lasting Impression at SickKids
Wherever the art of medicine is loved, there is also a love of humanity. Hippocrates
2
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.
3
Healthcare Timeline 2005
2010
2007
2005 - 2009 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.
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
4
We developed the visual identity, standards guide and marketing materials for the international sub-brand of Sunnybrook.
2014
2011
2011 - 2014 CAMH
In addition to refreshing the visual identity and standards guide, we produced numerous marketing pieces and worked on the symbolic gift program.
2012 - 2013 Princess Margaret Cancer Foundation We conducted a thorough brand audit prior to updating the brand architecture and developing brand standards.
2016 - 2021 Toronto General and Western Hospital Foundation Haft2 conducted a brand audit, developed positioning, architecture and standards. We created various integrated campaigns.
Haft2 is excited to share our 22 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.
2017
2016
2026
2023
2021
2025
2017 - 2023
2023 - 2026
Sinai Health, Sinai Health Foundation
Helping Hands Healthcare
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.
2021 - 2023 UHN Foundation 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.
Complete rebrand to reflect the brand positioning. Work includes new visual identity, website, and ongoing social media.
2025 - 2026 Grand Erie Public Health Facilitated research, developed brand positioning, visual identity and website.
2026 - Present HSS - Hospital for Special Surgery Developing the Leadership Development Institute brand identity and applications.
5
GRAND ERIE PUBLIC HEALTH Brand Guidelines
Transforming Public Health GEPH and Haft2 invited residents and local partners to share what public health means to them, and this valuable insight informed both the brand positioning and new visual identity. The shield logo symbolizes GEPH’s three key public health pillars: prevention, protection, and promotion.
6
GRAND ERIE PUBLIC HEALTH Website
Improving the User Experience The new website combined content from Haldimand-Norfolk Health Unit and the Brant County Health. Haft2 designed the website frontend applying the new GEPH visual language to ensure WCAG compliance and the best possible user experience.
8
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.
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
21
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.
22
SINAI HEALTH FOUNDATION Grateful Hearts Campaign
24
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
25
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
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.
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
30
new mockups for these
31
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 32
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 33
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 34 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 35 OKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUS ER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING
36
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
37
UHN FOUNDATION Honour Your Hero Campaign Elevators
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.
40
42
UHN FOUNDATION Give a Shift Campaign Newspaper Ad
43
UHN FOUNDATION Planned Giving Campaign
44
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.
45
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
46
47
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.
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.
UHN FOUNDATION Brain Campaign
i u G d n Bra 2009
ide
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.
SICKKIDS FOUNDATION Office
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.
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. 57
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
Watch our Healthcare Sizzle Reel