We Are St. Paul's

description

The Story • We are St. Paul's is a branded campaign for St. Paul's Hospital's upcoming redevelopment that focuses on the constrution of a new ambulatory care building, as well as upgrades to critical infrastructure.

The opportunity was to create 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.

The Concept • We looked at the tangram puzzle as 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 and became our primary visual language.

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.