CommunitiCare Health

Organization Brand Identity & Strategy

Project Overview

On December 15, 2021, Regeneration Community Services, Storefront Humber Inc., and The Four Villages Community Health Centre amalgamated to create West Toronto Community Health Services (WTCHS) bringing together community mental health and addictions services, community support services, home care, and primary health care services into a single agency. Intent was engaged to develop a cohesive organizational identity alongside a new name that would bring together all teams working under one agency.  

Our Goals: 

  • Create a new, distinctive brand identity that helps individuals in their community understand who they are as an organization  
  • Communicate the amalgamation and full range of services as one connected system, rather than siloed organizations working together 
  • Represent the organization with impact, and demonstrate its relevance in the community while expressing the values and mission of the organization 

Insights

Through our Listen Phase, we held a total of six branding workshops with internal staff and community members alongside four interviews with leadership. We heard from key stakeholders that the name “West Toronto Community Health Services” (WTCHS) was too long and often confused with the “West Toronto Ontario Health Team”. Internally, the WTCHS name and acronym posed challenges, as individuals struggled to connect the name to the organization’s evolving mission and identity. 

We also learned that community members view the organization as supportive, caring, and committed to holistic care. Stakeholders described a sense of warmth and belonging, which needed to be seamlessly connected to the organization’s aspirations for innovation. This insight emerged from discussions about how the organization identifies the needs of its community and responds by creating services to support those who need it most. What we heard from our Listen Phase highlighted the need for a new name and identity that reflect who they are now—while fostering a stronger connection with the community the organization serves. 

Solutions

The new name “CommunitiCare Health” and brand was announced in May 2023. The new name speaks to the idea of being integrated into the community, while providing care and support to all individuals. The new logo was designed to be a unique and stylized take (a heart shape) on the iconic healthcare cross, made up of two intertwined “Cs”. We wanted the new brand identity to represent a single, coordinated system that would also communicate the care and human touch CommunitiCare delivers to their clients. 

Intent developed a suite of branding collateral to assist with launching the new brand and name. This included a brand guidelines document, brand strategy document, PowerPoint presentation, stationary, merchandise, and more. You can view the new brand at https://communiticare.org/

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