Brightshores Health System Branding


Brand Research & Auditing

Brand Stakeholder Engagement

Brand Positioning &


Brand Messaging & Storytelling

Brand Architecture Alignment

Brand & Product Naming

Brand Identity Creation

Brand Management Systems

A multi-site acute care public hospital organization spans across both Bruce and Grey counties, serving over two million patients annually. Despite its modern facilities and future-forward thinking, the hospital organization was often pegged inaccurately as disjointed or small and rural.

Following the launch of their strategic plan, we were brought on board to help change that perception. First, we addressed the name.We engaged a broad array of internal stakeholders to provide feedback on and validate possible naming options. The name Brightshores Health System was chosen as the name most unifying, both geographically and emotionally, andr eflective of the organization’s goals.

The new visual identity supports the new name and strategic plan, and works with their existing colour palette. We made a few small and cost-effective tweaks to their brand building blocks to elevate the brand and bring it to life, demonstrating that Brightshores Health System is a modern organization with one team and one goal: a bright future for healthcare, close to home.