St Thomas Elgin General Hospital Foundation
St. Thomas Elgin General Hospital Foundation is a community-founded and funded team that has supported the generosity of donors in directing more than $41 million towards the St. Thomas Elgin General Hospital since they were established in 1985. Through the foundation, the local community aims to support the delivery of an excellent patient care experience, at every stage of life, as close to home as possible. The foundation team came to sagecomm because they wanted their brand and web presence to match their high touch, community-oriented fundraising efforts. This goal included the need to ensure that the refreshed brand and web property honoured and supported the organization’s tradition, culture and promise to the community.
A thorough research and discovery process was undertaken to deeply understand the impact that donor support has on patient care at the St Thomas Elgin General Hospital Foundation along with the unique needs and opportunities of the St Thomas-Elgin community. Concentrated conversations with leadership and community partners along with a material review including patient and family stories, a market scan, website user survey and sector insight all combined to create a complete understanding of impact.
The resulting insights include deep audience and community understanding, informing the strategic direction to connect to audiences about impact and care with a hyper human focus and support for increased storytelling. This direction is the underpinning of the new brand position and key messages, creative direction for a new look and feel as well as direction for the new web presence and supporting materials.
This brand refresh was intentionally created to ensure that the connection and association with the hospital was retained while ensuring the opportunity for the brand to embody its own personality. The core of this new brand is the people and the heartfelt care delivered every day at the hospital. The emotional value and heart behind every story is the authentic, community, heartfelt connection that the brand aims to communicate.
It was with this direction that the expanded visual identity was established including a re-worked primary logo that leans into the humanness of the organization, including removing some elements to truly be heart focused. To allow increased flexibility for implementation, a secondary logo that is contemporary and fresh was also created. This logo builds on the heart icon to retain the existing connection to the hospital and allows this secondary mark to be very position focused.
The overall visual direction reflects authenticity, emotion and approachability. By using all of the new brand elements, contemporary colour palette, personal typefaces, emotional photography along with the refreshed logo, the true STEGH Foundation story shines.
The new website, created in close collaboration with the STEGHF team, serves donors and potential donors by engaging and inspiring visitors to learn more about the many ways they can create impact at their community hospital. This includes being clear and compelling about the impact donations have on care, hospital needs and how people can easily give. This was achieved with a focus placed on lives changed, the community served and possibilities created while ensuring that the action of making a gift is as simple and seamless as possible. This led to a simple navigation structure with small, digestible content sections, refreshed language including key messages and compelling storytelling woven throughout, and poignant graphic elements to help illustrate impact and clear calls to action.
The site was designed and built to create the best possible user experience for both website visitors and the STEGH Foundation team. The updated platform and simplified architecture ensures that STEGH Foundation team members can easily handle updates and administrative tasks without assistance.
To support the opening and ongoing service needs of the centre, a number of materials were developed, including construction signage, pop-up banners, postcards, social media ads and templates, email banners, and posters. An animated video was also developed to tell the story of the centre and its welcoming community.