An identity for something you cannot photograph
A health policy framework turned into a mark that physicians, patients and government all accepted as the thing they were talking about. Launched across every channel in ten weeks.
EWPCN had a 2021–24 Business Plan and a problem familiar to any organisation that writes one: a board, a physician membership, a staff and a patient population who all needed to see themselves in it, and a document that asked them to read seventy pages first.
The hard part
At the centre of the plan sat the Patient’s Medical Home, a health policy framework. It isn’t a product or a place, and you can’t photograph it. It still had to become something a physician would cite, a patient would recognise in a waiting room, and a government partner would accept as the thing everyone was talking about.
So we gave it an identity: a house and a path. Simple enough for a poster, precise enough that all three audiences accepted it.
What we built
- The visual platform for the Business Plan, and the Medical Home sub-brand inside it, with its mark and full visual language
- A one-page infographic built as a launch tool
- A Business Plan overview document
- “Where we’ve been” and “where we’re going” infographics
- A motion graphic film
- A photo story of the network’s clinics and staff
All of it launched across EWPCN’s digital platforms inside ten weeks.
What it proves
The sub-brand had to live inside an existing provincial health identity rather than replace it. That makes it a brand architecture problem. Whether the new mark is good matters less than whether it can sit beside the marks already there without either one losing.