St. Paul’s Hospital and Foundation, Saskatoon

Challenge

St. Paul’s Hospital is an acute-care teaching and applied research hospital delivering compassionate, holistic care to communities across Saskatoon and Saskatchewan. Together, St. Paul’s Hospital and the Foundation, as well as the Hospice at Glengarda, engaged Intent to lead a comprehensive rebrand.

St. Paul’s needed to clearly articulate a distinct role and visual identity, showing a unified front between the Hospital, the Foundation, and the Hospice at Glengarda. It was important to differentiate St. Paul’s from other Saskatoon hospitals, while overcoming the limitations of an aging brand and long-held perceptions tied to its inner-city location. The brand also needed to preserve and thoughtfully elevate the Hospital’s Catholic values as a visible, authentic foundation of its work.

Through this process, Intent was able to identify the close partnership between St. Paul’s Hospital and Foundation as a unique and defining strength. Working as one, the Hospital and Foundation advance care, fuel innovation, and extend their impact. This insight became the cornerstone of a comprehensive rebrand that was then brought to life across a wide range of applications.

Approach

Our approach began with our team spending time in Saskatoon to experience the culture of the hospital, meet its leadership team, healthcare providers, and volunteers, as well as visiting the surrounding community. Through interviews, conversations, workshops, and community surveys, we gathered insights from staff, patients, donors, community members, and other stakeholders that helped us uncover the unique strengths of St. Paul’s Hospital and Foundation. This phase ensured that every decision was grounded in a real understanding of the Hospital’s culture, challenges, strengths, and its distinct role within Saskatoon’s healthcare system and as the primary care provider to the inner-city community.

Building on these insights, we developed a comprehensive brand strategy with strategic messaging that reflected St. Paul’s mission, values, and vision for the future. We worked closely with the Hospital and Foundation to engage Catholic leadership, community partners, and different health authorities (Emmanuel Health, and the Saskatchewan Health Authority). This collaborative approach allowed us to create a completely new brand that is authentic and forward-looking, while still anchored in the Hospital’s Catholic identity in a way that connects with the communities it serves.

Impact

Seamless Digital Experience: Designed and developed a modern, fully accessible website that connects the Hospital, Foundation, and Hospice at Glengarda into a single, intuitive user journey. You can visit the website here: https://sphfsk.ca/.

Community Engagement: The refreshed brand and website encourage connection, awareness, and giving, strengthening relationships with patients, families, donors, and the broader community.

Immersive Physical Presence: We developed large wall designs that bring the brand to life within the hospital space, reinforcing mission, values, and a welcoming environment.

Strategic Storytelling: Highlighted the Hospital–Foundation partnership as a key differentiator, showcasing collaboration as a driver of innovation, care, and impact.