Ontario Centre of Excellence Rebrand

A Brand Refresh for a Centre of Excellence for Child & Youth Mental Health.

Following a request for proposal process, McGill Buckley was hired by what was then known as the Provincial Centre of Excellence for Child and Youth Mental Health at CHEO to completely refresh their brand.

After a number of brand discovery sessions, McGill Buckley developed a series of new brand messages and several options for a new brand name which, we recommended, should not be a radical departure from what they had been using. They eventually selected the Ontario Centre of Excellence for Child and Youth Mental Health as their new brand name.

Following approval by senior management, we then rolled out a comprehensive new brand visual platform, brand architecture and colour palette and applied it to a wide variety of communications vehicles including print and electronic collateral materials, corporate stationery, electronic templates, signage, portable exhibits and much more.

McGill Buckley also worked closely with the centre’s Manager of Communications and third-party web developer to incorporate the new brand look and feel, brand messaging and brand colour palette to a new website.

Our Rebranding Method on This Project

Following an approach, we have fine-tuned over the years, our process for re-branding the Ontario Centre of Excellence for Child & Youth Mental Health

  • Brand discovery sessions with senior management and other key stakeholders. 
  • Presentation of observations and recommendations from the brand discovery sessions including recommendations around name change and messaging. 
  • Research and presentation of possible names, messaging and brand identity platform.

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