MCG recently developed a new unified identity to aid in streamlining St-Boniface Hospital’s fundraising goals. A radio and TV campaign and a logo refresh were recently launched to bring one of Winnipeg’s biggest and best-known hospital brands into a new era of leadership, discovery and healing.

“We consulted widely with folks at all levels of the organization – from the organization’s CEOs and surgeons, to its nurses, clerical and administrative staff – even patients and donors,” says MCG’s Jesse Cringan, who managed the account. “The final creative and messaging approach was crafted organically to ensure buy-in at all levels.”

The renewed identity builds a stronger presence for St-Boniface Hospital and its various divisions – the Hospital, Research and Foundation.

“A hospital must compete for donations and funding, so even a mildly confusing identity can be a serious detriment,” says Ron Sawchuk, VP of creative services.

Sawchuk and the agency’s creative team developed a unified and contemporized approach. The radio and television spots promote St-Boniface Hospital as a symbol of “Hope and Healing.” Sierra Noble, renowned Manitoba fiddler, singer and songwriter, narrates the spots while her current-chart topping song, “Possibility,” plays in the background. Each spot features a statement of St-Boniface Hospital success that transforms into a human message.

“With a more unified look and feel for all three St-Boniface Hospital entities, we now have a stronger, more consistent, human-focused message that we’re hopeful will translate into increased fundraising, help us solicit contributions and continue to attract top staff,” says Radean Carter, Director, Marketing & Communications, St-Boniface Hospital Foundation.

In addition to the TV and radio spots and refreshed logo, St-Boniface Hospital will apply the MCG approach in all its English and French internal and external communications to community and stakeholders.

Below is a note Sierra Noble sent to MCG recently regarding her involvement in the St-Boniface project. All we can say is it was all our honour to work with this young and promising star!