NEW NAME AND IDENTITY CONVEY A NEW PATH FOR WHITBY MENTAL HEALTH
June 2009 – Toronto, Canada
Ove Design & Communications recently completed the multi-phase re-branding of Whitby Mental Health Centre, the 90-year old institution on the eastern periphery of the Greater Toronto Area – and leader in mental health care – providing a spectrum of services for people living with complex mental illness.
The project was intended to better reflect the hospital's expanded mandate, role and future directions and provide a strong platform to communicate the value of the institution in today’s current healthcare context. As Whitby Mental Health Centre devolved from a Provincial local institution with a wide mandate as a specialized teaching, patient care and research organization, it needed a new name and a new brand to signal this major change.
Ove worked with Whitby Mental Health Centre to develop a new name and a new brand using a focused but intense research and engagement process. Recognizing that the existing name was seen as an impediment to the organization’s heighten status, we facilitated a name change process that resulted in a new name. “Ontario Shores” refers to the location of the facility and to the idea of its provincial mandate. “Centre for Mental Health Sciences” communicates the research and teaching role and the move to de-stigmatize mental illness.
“Ontario Shores reflects the geographic scope of our services and the spectacular location of our main campus overlooking Lake Ontario,” explains Glenna Raymond, President and CEO. “On a symbolic level, Shores implies a safe place at the intersection of land and water. It expresses our role in treating patients with serious mental illness and helping individuals on the journey of recovery.”
The descriptor “Centre for Mental Health Sciences” communicates the research and teaching role and the move to de-stigmatize mental illness, a fact reinforced by the Centre’s new tagline “Discovery, Recovery, Hope”.
The new circular logo subtly references the O and S of the name, within an interpretive image of a shoreline demonstrating a symbolic path to recovery. The earth tones of the identity convey at once, energy, healing, optimism and hope, and reflect the natural environment and the warmth and compassion the organization has always been known for.
About Ontario Shores Centre for Mental Health Sciences:
Ontario Shores Centre for Mental Health Sciences (Ontario Shores) is a leader in mental health care, providing a spectrum of specialized assessment and treatment services for people living with complex mental illness. Patients benefit from a recovery oriented environment of care, built on compassion, inspiration and hope. Ontario Shores engages in research, education and advocacy initiatives to advance the mental health care system.
About Ove Design & Communications:
For over 30 years, Ove Design & Communications has been forging a reputation as one of Canada’s leading branding and strategic design firms. From coast-to-coast Ove works with a wide variety of clients in the corporate, public, government and not-for-profit sectors. Founded on the notion that brands are at the core of an organization, Ove is committed to working collaboratively with its clients to develop brand communication and design solutions that are aligned with strategic business objectives. As a member of the Publicis worldwide network, Ove offers solutions that are fully integrated in both traditional and new media.
For further information, contact:
Jean-Pierre Veilleux, Vice President, Ove Design & Communications
jean-pierre.veilleux@ovedesign.com