Shikatani Lacroix developed a new brand name and logo identity for the organization. The new brand, Seniors Care Network, better informs the public about the role of the organization within the framework of the Ontario Health Care, and Central East LHIN (Local Health Integration Network).
Seniors Care Network
Central East LHIN
Shikatani Lacroix worked with Seniors Care Network (formerly RSGS) stakeholders to develop a new brand name, logo and identity for the organization. The new brand better informs the public about the role of the organization within the framework of the Ontario Health Care, and Central East LHIN (Local Health Integration Network).
Shikatani Lacroix established a strong understanding of change within public and private organizations to help bring clarity to their offering, and a collaborative and inclusive approach that incorporates all stakeholders’ opinions. This approach drives the success of any program. Furthermore, Shikatani Lacroix developed onboarding tools that would result in strong engagement and provide organizational transparency. Shikatani Lacroix worked with RSGS stakeholders to develop a new brand name, logo and identity for the organization. The new brand was bound to better inform the public about the role of the organization within the framework of the Ontario Health Care, and Central East LHIN (Local Health Integration Network).
Through research with RSGS stakeholders, Shikatani Lacroix discovered several brand miscommunications with the stakeholders. The stakeholders believed that:
- RSGS acts like a foundation, a think tank of thought leadership.
- The organization serves to “fill in the cracks” of the healthcare system.
- In addition, it serves as an identifier of problems and gaps and an aggregator of information.
- Finally, RSGS is an academic authority that recommends policy and raises the profile of geriatrics and long-term care in Ontario.
The challenges facing RSGS involved clarity of messaging to key stakeholders.
To establish a strong and coherent branding initiative, Shikatani Lacroix recommended the creation of a brand card that distinctly showcased the unique value proposition of the organization. In this brand card, Shikatani Lacroix defined the organization’s vision, mission, value and brand pillars. Leadership, expertise and consistence anchor these three major brand pillars. The brand’s value lies in connecting and improving the system for the care of frail older adults. The brand’s mission is to create and maintain a high quality, integrated, person-centered network that ensures the best quality of life for frail older adults and their families. Finally, the brand’s vision is to provide the best healthcare experience for frail older adults in the Central East LHIN. RSGS can be defined by four core attributes: knowledge, service integration, evaluation and a defined system model. The overriding goals of the RSGS branding program were twofold:
- create a compelling name and identity that is easy to remember
- build a strong sense of credibility and trust to facilitate future opportunities for growth
To ensure that the rebrand expresses the correct elements, the following brand attributes were measured for both naming and logo options:
- approachable and inclusive
- progressive and proactive
- representing knowledge, expertise and leadership
- overall appeal
The entity originally called RSGS has been very pleased with the rebranding initiative. The new name and logo better reflect the organization’s identity and services, and align with its mission, vision and goals. The new brand’s identity has facilitated a stronger sense of credibility and trust for the organization, and stakeholders are optimistic that this will precipitate future opportunities for growth.