Project Type:
- Brand identity
- Graphic design
- Strategy
- Video & animation
Sector:
- City Building
- Human Development
An institution with a 175-year history serving Ottawa, Bruyère Continuing Care is also one of the largest continuing care and academic health centres in Canada. While Bruyère offers a wide range of services and expertise from long-term and complex care to rehabilitation, it has become best known for palliative care, a perspective that overshadows the breadth of its impact on the community. To clearly articulate the extent of the role it plays in the healthcare ecosystem, Bruyère embarked on a rebrand, working with Spruce and PACE Public Affairs & Community Engagement, bilingual engagement specialists with long-standing experience working with public institutions in the National Capital Region.
Our TRUE process was at the heart of understanding Bruyère’s story. This began with a thorough stakeholder engagement phase that included 20+ interviews, five small group sessions, eight internally-led discussions, and an online questionnaire that received over 900 responses from staff, volunteers, patients, residents, partners and the general public. These insights helped shape a strategic brand framework that balanced Bruyère’s reputation for compassionate leadership with its world-class research; its 175-year history with its exciting vision for the future.
The outcome of this collaborative strategic work was a new name and tagline: Bruyère Health: Heart & Science of Care, followed by a vibrant new visual identity, full suite of branded assets, and a new corporate video to launch the brand.
