Cannes Lions


COSSETTE, Montreal / CHILDREN'S / 2019

Presentation Image
Supporting Images
Supporting Images






Beyond the intention of modernizing the brand identity, our client wanted a solution that would be the platform for all future fundraising initiatives. A strong, unmissable and powerful statement to get all stakeholders to unite around Foundation’s purpose. In a highly competitive category like children’s charities (there are more than 15 major foundations in Quebec), the priority was to communicate better this distinctive purpose.


Heal. Love. Bond. Refresh the Montreal Children’s Hospital Foundation’s brand to better represent the hospital—an institution as modern as it is inclusive. At the heart of this new identity are three words that support the Foundation’s purpose and are a part of everyone’s daily life: Heal. Love. Bond. These three words, transformed into universally recognizable symbols, are at the heart of the new identity. An identity as warm and welcoming as the Foundation itself. Daring, clever, and diverse—representative of every child it helps. An identity filled with hope that goes beyond the barriers of language. A living, universal and unifying brand.


We developed a complete brand identity platform. From the master logo we created a wide variety of different patterns and bold, punchy colours, so that it could represent and speak to every age and culture. Its high impact style, made it hard to ignore, and harder to forget. This easy to apply and cost effective brand identity has been deployed across different elements of the brand, from business stationary, to commercial signage, to hospital gowns, and more. This phase is just the beginning. From here, there’s endless opportunity to go further and further in bringing the vibrant brand to life.


With little paid media and through a relatively small deployment, cash donations have increased by 204% versus the previous year at the same period. All stakeholders including members of the board, volunteers, staff and donors have received the new brand as a rallying message filled with hope and excitement.