Bruyère Health

Brand strategy, design & video
A large outdoor sign reads Santé Bruyère Health with colorful geometric shapes beneath the text. The sign is mounted on a wall above a wooden bench, surrounded by greenery and dappled sunlight.
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.

Bruyère Health Foundation Logo
Bruyère Health Foundation Logo
Bruyère Health icon Logo Colour
Bruyère Health icon Logo White
Rows of evenly spaced, minimalist light gray arrows pointing upward, arranged horizontally on a white background, creating a repetitive and orderly pattern.
Branded kit folder, lanyard and ID tag
Stationary package including a business card, envelop and report cover
A seamless geometric pattern featuring overlapping ovals, circles, and semi-circles in blue, green, yellow, pink, peach, and navy. The shapes create a colorful, abstract, retro-inspired design.
A modern waiting area with four white chairs, colorful geometric wall designs, two potted plants, and wayfinding signs for laboratory, conference room, and reception at Santé Bruyère Health.
A display booth in a modern lobby shows a smiling healthcare provider assisting an older woman in physical therapy. The banner reads: “Heart & Science of Care” and “Cœur et science au service des soins.”.

Related Work

Small coastal town with colorful houses scattered across rocky, grassy hills overlooking the sea under a partly cloudy sky. Patches of red and green vegetation grow among the stones in the foreground.

Qaujigiartiit Health Research Centre

Brand strategy, design & website
Three people sit on a paved surface, smiling and talking. One wears a colorful shirt and sandals, another wears a brown hijab and glasses, and the third has light brown hair. Papers and a teal water bottle are on the ground.

Pathy Foundation Fellowship

Brand identity, website & marketing strategy
A basketball coach holding a ball gives instructions to four young players wearing blue jerseys inside a gymnasium. The team stands in a huddle, listening attentively.

Physical and Health Education Canada

Graphic design, video & animation

info@sprucecreative.ca
(613) 482-0603
200-145 Spruce Street
Ottawa, ON K1R 6P1