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DEVELOPMENT OF NEW BRAND VISUAL IDENTITY AND BRAND GUIDELINES

CHALLENGE

The Northeast Mental Health Centre and the North Bay General Hospital were set to amalgamate services and coexist on a single health care campus. This action would create the need for a new name and new visual identity. TWG Communications was contracted to design a new logo and to develop brand guidelines for the newly established entity.

INSIGHT AND KEY CONSIDERATIONS

When two significant health care organizations amalgamate, bringing together two distinct cultures, two boards of governance and hundreds of staff, a new visual identity must take into account many considerations. Geographic catchment, history, language, culture and more all need to be handled with sensitivity. Neither organization should been seen to be losing identity, on the contrary, both should be seen to be celebrating their heritage while strengthening each other within the confines of the new organization.

IMPLEMENTATION

TWG staff facilitated a number of stakeholder focus groups to elicit opinion. Consultations were held in several communities and were established to assist designers in developing concepts which would present the new face of regional health care in a clean, contemporary fashion. The amalgamation process was finalized on April 1, 2011 when the new North Bay Regional Health Centre and the new visual identity were formally presented to the public.

RESULTS

Unveiled in the auditorium of the new joint hospital, with staff, media, stakeholders and V.I.P. guests in attendance, the new logo was warmly received with unanimous acceptance. The North Bay Regional Health Centre has been several years in the making and this new logo is the graphic representation of a long awaited consolidation of services.

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