micheal garron hospital foundation
Heart of the East
For nearly a hundred years, Michael Garron Hospital (formerly Toronto East General) has evolved along with the Toronto East community, providing the care their neighbours need at a level of excellence rivaling anywhere else in the city. They serve thousands of people every day, from the city’s most marginalized populations, to those from well-established neighbourhoods, and to ethnically diverse communities of newcomers to Canada.
Field Trip & Co was hired by Michael Garron Hospital Foundation, to create a brand framework and identity that would represent their fundraising campaign in a big way to existing and potential donors. The Heart of the East brand identity was unveiled as a full page Globe and Mail ad, to announce the transformation of their hospital campus and a $12.5-million gift from Peter and Diana Thomson.
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For the logo, Field Trip crafted a ‘woven heart’. It’s a symbol that communicates both compassion for and integration with the fabric of what is the most diverse community in the entire metropolitan area.
The ‘woven heart’ became the visual workhorse of all marketing materials allowing it to be positioned in different ways to support the specific message being delivered. The colour scheme and typography go hand in hand with the Michael Garron Hospital branding, allowing the two logos to comfortably live together or apart, depending on their use.
Following the brand identity launch, Field Trip & Co has been engaged in numerous marketing and design initiatives for Michael Garron Hospital to support their fund raising and awareness goals, from hospital hoarding to signage and community engagement.
Hospital hoarding on the corner of Coxwell Avenue and Sammon Avenue, in East Toronto
Hospital signage
Community engagement
