Creating a Canadian Voice for Pediatric Palliative Care
Following our rebrand and communications strategy work with Roger Neilson Children’s Hospice, McGill Buckley was approached by a small group of pediatric palliative care leaders with a bold vision: to unite people from across the country to work together for more equitable, compassionate care for children with life-limiting illnesses. They had momentum. They had expertise. But they needed a name, a message and a way to be seen and heard. That’s where we came in.
We helped them create a brand name that could unite a national project:
Canada’s Pediatric Palliative Care Alliance.
And with that name, we crafted a tagline that captured the heart of their purpose:
Care for Every Short Life.
These weren’t just words; they were a declaration of purpose and a foundation for awareness, purpose and connection.
A Strategic Foundation for National Impact
Led by Project Director Kira Goodman and key collaborators across Canada, the Alliance needed a practical, compelling communications foundation, one that would resonate with policymakers, partners, clinicians and families alike. In such a sensitive and specialized space, language matters deeply. So does design. Every touchpoint had to strike the right balance between warmth, professionalism and clarity.
We built a communications toolkit designed to do just that, bridging the clinical and the human, the national and the local.
Our Scope of Work Included:
Naming + Tagline Development
We named the initiative Canada’s Pediatric Palliative Care Alliance and created the tagline Care for Every Short Life, positioning the Alliance as a trusted, compassionate, collaborative national leader.
Visual Brand Identity Design
We created a logo and full visual identity, including colour palettes, typography, and iconography, balancing warmth, professionalism and accessibility.
Brand Standards Manual
We wrote and designed a concise and practical brand guide for the consistent use of brand assets across digital and print communications.
Landing Page Content + Design
A purpose-built webpage introducing Canada’s Pediatric Palliative Care Alliance to the world with clarity, professionalism and warmth.
Informational Backgrounders
Accessible content to help stakeholders and the public understand the vision, mission and focus of the organization.
Social Media Graphics
Designed for use across LinkedIn and other channels, these assets empowered members to share unified messages and visuals.
Communications Strategy & Toolkit
A comprehensive set of communication resources, including:
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Messaging framework
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Content calendar
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FAQs
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Presentation templates
These tools were designed not just for now, but to scale as the Alliance grows, while ensuring consistency across its diverse audiences and national network.
Building Clarity, Confidence & Connection
Working with Canada’s Pediatric Palliative Care Alliance wasn’t just a project; it was a continuation of a shared mission. By helping name the Alliance and shape its brand and voice, we contributed to something bigger: a more unified and visible national effort to support children and families navigating some of life’s most complex moments. This work offers Canadians a clearer understanding of what pediatric palliative care is and why it matters.
