Since opening, Markham-Stouffville Hospital’s offerings and physical sites have expanded, and its community has more than doubled, with a marked shift in demographic. Realigning the organization required developing a new name and brand identity platform that everyone could get behind.

That meant thorough research and stakeholder engagement: staff, physicians, volunteers, and community members provided us with insights to craft a truly resonant brand promise. From there, we created the brand name Oak Valley Health – a hybrid of Oak Ridges Moraine and Rouge Valley – and established a brand architecture that would allow sites to connect to both the overarching brand and their respective communities.

The engagement gave us an understanding of stakeholder needs when it came to the visual identity too. The evolutionary approach in the logo’s design honours the hospital’s history – and importantly, communicates the feeling of family, community, and human connection.