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London Health Sciences Foundation

London Health Sciences Foundation was looking to rebrand and establish a strong image platform. The Foundation works on behalf of London Health Sciences Centre which includes two hospitals in London – Victoria Hospital, and University Hospital – plus the London Regional Cancer Program. While government funds provide for the basic needs of patient care, it is the Foundation’s fundraising that supplements that revenue to provide essential equipment purchases, support programs and enhanced care for patients.

LHSF engaged Trajectory in 2019 to examine the Foundation’s relationship with the hospitals, establish a contemporary and compelling brand for the Foundation, and bring it to life with impactful creative. There are many stakeholders: the senior team at the Foundation; the CEO of the hospitals; doctors, nurses and hospital staff; donors; and the many patients and community members the hospitals serve. Trajectory led an engagement process that bridged the COVID-19 pandemic and led this complex network of stakeholders through a process to arrive at a powerful new brand platform.

Leveraging recent work on a refreshed mission and ”belief book,” we developed a positioning and manifesto that captures the vital, but often misunderstood, role of the Foundation in the community and with the hospital. Research identified the joy and courage that underpin the act of giving. The new narrative celebrates these qualities while making direct connections between individuals and the impact of their donations.

The creative expression presents a distinct visual language, while simultaneously reinforcing the Foundation’s relationship to, and independence from, the hospitals. A simple, bold colour palette, powerful typography, intimate photography, and versatile graphic elements surround a refined logo to provide a rich, complete visual identity.


  • Brand strategy
  • Visual identity system and guidelines
  • Publication design
  • Tactical communications and marketing applications

Concept: Trajectory. Video: Giant Creative

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