middlesex london Ontario health team

Improving the healthcare experience together 

Challenge 

The Western Ontario Health Team (working name), needed a sustainable and recognizable brand identity to connect with the community. The organization wanted to differentiate themselves from existing OHTs, and establish an identity that conveyed their core values of Collaboration, Equity, Transparency, and Trustworthiness. The naming and branding process was to be inclusive of a Western Ontario task force and a council of health care professionals, including Indigenous and French representation.

Solution 

The process for this project was just as much about collaboration and consensus building as it was about design. We led a virtual naming workshop that enabled the project manager at MLOHT to collaborate with their task force and council; a diverse group of 15 healthcare professionals. This led to the new name, Middlesex-London Ontario Health Team. Following the approved name that worked in English and French, we included the same stakeholders in a branding workshop. Themes captured in the workshop (eg. nature, circle motif and community) inspired the development of the brand identity and its colour palette.