INSPIRING BELIEF IN CHANGE
When three downtown Toronto hospitals merged to become one of the country’s leading health organizations, the task of rebranding went beyond creating a new name or logo. What was needed was a way to inspire staff at all three hospitals to embrace the change.
To communicate the value of change, an organization must believe in it first - at all levels, in all areas. When the Toronto General, Toronto Western and Princess Margaret hospitals merged to become one organization, the new entity needed a name that would express the value of this merger, and allow staff at all three hospitals to embrace the changes that were happening around them.
Ove recognized that the new organization needed to reflect the contributions of three hospitals, as equals, and enable each hospital to draw upon its own legacy and expertise. We developed the name University Health Network along with a new identity that reflects the combined strength of three partners working together. The brand also provides a platform for the organization to expand its reach beyond these three hospitals should other organizations join the network in the future.
