We are St. Paul's

description

In Collaboration with | Amy Wang
Background | We are St. Paul's is a branded campaign for St. Paul's Hospital's upcoming redevelopment. The redevelopment focuses on the constrution of a new ambulatory care building, as well as upgrades to critical infrastructure.
The opportunity is for us to work with St. Paul's to develop a communications campaign with information accessible to three different audiences - the public, St. Paul's staff, and the government, as they each play a part in the success of the project.  
Our overall objective is to increase awareness, enthusiasm, and support for the redevelopment. By conducting primary research such as interviews and hospital tours, we were able to identify key challenges and opportunities for the campaign.
We needed to encourage the public to show financial support, which would convince the government to approve a business case proposal, allowing St. Paul's to proceed with redevelopment plans. Additionally, the staff needed to be on board with the changes and stand behind St. Paul's vision. 
Approach | The tangram puzzle was a starting point of our campaign concept. The puzzle involves combining different pieces to form new shapes, which paralleled the transformative redevelopment process that St. Paul's is going through. We decided to use a single tangram shape and re-arranged it in different ways to create several icons that evoked a sense of movement and progression.
Our campaign name, "We are St. Paul's" helps to create a personal connection between St. Paul's and their distinct audiences, reflecting positivity and community. The campaign is supported by four key slogans and are paired with a supporting icon. Together, they help to emphasize St. Paul's story. 
Promotional ads for the campaign needed to be inexpensive to produce. Our concepts include coffee cup sleeves, sticky notes on folders, and stickers on existing wayfinding lines and stairs at the hospital. 
We created two separate web platforms that are the core of the campaign One website is for the public audience, and one is for the staff. Two websites were necessary as each audience had unique informational needs, and information shared with staff is confidential. 
The public site focuses on a narrative of St. Paul's, their history, importance in the city, current infrastructure challenges, and their plans to move forward.
The staff website focuses on providing a single resource for learning about the redevelopment and how it affects them.  

Special Thanks | 
Our Partners, Bonnie Maples, Arthur Yee, and Darlene McKinnon
Adam Cristobal, Project Manager
Jonathan Aitken, Faculty Lead
Chris Hethrington, Don Williams, Tak Yukawa, Core Instructors