Wherever the art of medicine is loved, there is also a love of humanity.
Hippocrates
We invite you to explore our healthcare brand journey.
Haft2 Inc. is a full-service digital and branding agency with a special understanding of the unique needs of healthcare, having worked in this category virtually from the day our doors opened.
We begin every healthcare branding project with a very important activity: listening.
We interview the many different stakeholders within an organization to form a comprehensive picture of their challenges, their needs and their goals. Only then do we set to work developing a brand strategy that unifies the diverse needs of the Hospital, the Foundation and the many teams within these universes.
When we were founded in 2004, we set out to become the colour authority for branding. Since then, the breadth and depth of our services have grown to include social media, digital, SEO, research, marketing communications and naming. Yet colour –and its strategic use in marketing a brand and influencing audiences – is still at the core of everything we do.
If you’re looking for an agency that listens before it acts, an agency that gets why you’re different, look no further than Haft2 – The colour authority for branding® in healthcare.
2005 - 2009
Our extensive work during this time included developing the visual identity, brand architecture, sub-brands, standards guide and a variety of fundraising materials. The Haft2 touch is still visible in the branding to this day.
For this healthcare provider, once the largest employer in Alberta, we developed the visual identity, brand architecture, sub-brands and standards guide.
2009 - 2010
We developed the visual identity, standards guide and marketing materials for the international sub-brand of Sunnybrook.
2011 - 2014
CAMH
In addition to refreshing the visual identity and standards guide, we produced numerous marketing pieces and worked on the symbolic gift program.
2012 - 2013
We conducted a thorough brand audit prior to updating the brand architecture and developing brand standards.
Haft2 is excited to share our 20 years of brand and marketing experience in the healthcare category. With each new client, the depth and breadth of our experience and our relationships in the sector, expand.
Over a five-year period, Haft2 conducted a brand audit and developed brand standards incorporating brand positioning and architecture. We also created integrated campaigns for print, digital and social.
Following an extensive brand audit process, we updated the logo colours and revised the brand strategy, positioning, architecture and visual identity. We applied this work to a range of hospital and fundraising materials.
To reflect the amalgamation of several organizations under the UHN Foundation banner, Haft2 updated the logo and brand standards. We also produced the annual report, fundraising materials and several integrated campaigns.
Complete rebrand to reflect the brand positioning. Work includes new visual identity, website, and ongoing social media.
With 25 years experience providing exceptional healthcare, it was time for Helping Hands Healthcare to rebrand in 2023. They turned to us to create a new logo and visual identity to revitalize and modernize their brand. The result? A strong, fresh new look for this healthcare hero.
We knew from our research how imperative a professional, compassionate website was for the homecare industry specifically – a new area focus for Helping Hands Healthcare. We ensured our copy, imagery and functionality provided potential clients with the reassurance they are in hands they can trust. It’s working – with a 503% increase in visitors the first 30 days of it going live.
As Helping Hands Healthcare launched their fresh new identity and website, they realized their social channels also needed an overhaul. They enlisted us to perform an audit on their social footprint, and we provided an assessment and content plan to rebrand their owned platforms. Our plan included creating a uniformed and consistent brand look, and focusing on employees and community initiatives to boost organic growth. We continue to see increased engagement and new followers across the board.
In 2019, following an in-depth research process which involved interviewing dozens of stakeholders, we united the multiple brands under a single name, reworked the original logo colours to be stronger and more versatile, and developed unified brand guidelines. The simplified branding has resulted in greater clarity and coherence for all entities in the Sinai Health family.
For the delivery and neonatal unit fundraising campaign, we developed the logo and supporting icons of a heart, rattle and footprints based on the idea of baby blocks, and created elevator wraps to reach new parents at the hospital.
We designed the logo, pins and collateral, and managed patient photo shoots, for a
For the annual community reports, we worked with both Foundation and Hospital teams to interpret the chosen theme into a design and imagery style that brought the messaging to life.
Working with hospital staff, we developed a campaign to promote the four brand values. Using a visual language of illustrated icons and colour for instant recognition, we created posters and lanyards that conveyed the values to staff, patients and visitors.
SINAI HEALTH
Brand Values
We have been creating brand standards and marketing materials – often in collaboration with an AOR – for various UHN entities since 2012. In 2021, we updated the UHN Foundation logo and brand standards to reflect the amalgamation of several organizations under the Foundation banner and introduced a secondary colour palette to complement the heritage colours.
During the pandemic, when shooting original photography posed a challenge, we turned the names of healthcare team members into silhouettes of caregivers to promote a fundraiser, and listed longedfor activities as a backdrop in another ad. Our campaign name was so resonant, it was adopted as the theme for that year’s Report to Donors.
BEST IN CANADA COMMITMENT KNOWLEDGE TORONT
EXCELLENCE DISTINCTION EDUCATION GENEROUS INNOVATION
CARING GIVING KNOWLEDGE LIVES HERE COMPASSIONATE LEADERSHIP COLLABORATIVE KNOWLEDGE TORONTO
INSIGHTFUL ADVANCED DISCOVERY CURIOUS DRIVEN SCIENCE INNOVATIVE SOLUTIONS STUDY HOPE A HEALTHIER
INSIGHTFUL ADVANCE KNOWLEDGE LIVES HERE DIGITAL TECHNOLOGY INTEGRATED MICHENER INSTITUTE OF UNIVERSITY
EXCELLENC CARE SOLUTIONS COLLAB KNOWLEDGE KNOWLEDGE ADVANCED SCIENCE INNOVATIVE TORONTO
NUMBER IN THE WORLD BEST IN CANADA RESEARCH
COMMITMENT KNOWLEDGE TORONTO KNOWLEDGE
DISTINCTION EDUCATION GENEROUS INNOVATION KNOWLEDGEABLE
KNOWLEDGE LIVES HERE COMPASSIONATE WHAT KNOWLEDGE
LEADERSHIP COLLABORATIVE KNOWLEDGE TORONTO
INSIGHTFUL ADVANCE KNOWLEDGE LIVES HERE KNOWLEDGE
NUMBER FOUR IN THE WORLD PATIENTS KNOWLEDGE TECHNOLOGY
UNIVERSITY HEALTH NETWORK WORLD CLASS DISTINCTION CARE SOLUTIONS INCLUSIVE PROACTIVE RESEARCH ADVANCED
UHN FOUNDATION
ADVANCED SCIENCE INNOVATIVE TORONTO WESTERN THE WORLD BEST IN CANADA RESEARCH BEST IN CANADA
WESTERN HOSPITAL EXCELLENCE DISTINCTION EDUCA
GENEROUS INNOVATION KNOWLEDGE LIVES HERE COMPASSIONATE
SCIENCE INNOVATIVE SOLUTIONS STUDY HOPE A HEALTHIER
INSIGHTFUL ADVANCED DISCOVERY CURIOUS DRIVEN
BEST IN CANADA COMMITMENT KNOWLEDGE TORONT
EXCELLENCE DISTINCTION EDUCATION GENEROUS INNOVATION
CARING GIVING KNOWLEDGE LIVES HERE COMPASSIONATE LEADERSHIP COLLABORATIVE KNOWLEDGE TORONTO
INSIGHTFUL ADVANCED DISCOVERY CURIOUS DRIVEN
SCIENCE INNOVATIVE SOLUTIONS STUDY HOPE A HEALTHIER
INSIGHTFUL ADVANCE KNOWLEDGE LIVES HERE DIGITAL TECHNOLOGY INTEGRATED MICHENER INSTITUTE OF HEALTH NETWORK WORLD CLASS DISTIN
CARE SOLUTIONS COLLAB KNOWLEDGE KNOWLEDGE ADVANCED SCIENCE INNOVATIVE TORONTO IN THE WORLD BEST IN CANADA RESEARCH
COMMITMENT KNOWLEDGE TORONTO KNOWLEDGE
DISTINCTION EDUCATION GENEROUS INNOVATION KNOWLEDGEABLE COMPASSIONATE WHAT KNOWLEDGE
LEADERSHIP COLLABORATIVE KNOWLEDGE TORONTO
INSIGHTFUL ADVANCE KNOWLEDGE LIVES HERE KNOWLEDGE
NUMBER FOUR IN THE WORLD PATIENTS KNOWLEDGE INSTITUTE OF UNIVERSITY HEALTH NETWORK WORLD CLASS DISTINCTION
CARE SOLUTIONS INCLUSIVE PROACTIVE RESEARCH ADVANCED
ADVANCED SCIENCE INNOVATIVE TORONTO WESTERN
THE WORLD BEST IN CANADA RESEARCH BEST IN CANADA
WESTERN HOSPITAL EXCELLENCE DISTINCTION EDUCA
GENEROUS INNOVATION KNOWLEDGE LIVES HERE COMPASSIONATE
SCIENCE INNOVATIVE SOLUTIONS STUDY HOPE A HEALTHIER
INSIGHTFUL ADVANCED DISCOVERY CURIOUS DRIVEN
LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIES
SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIELD
HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNER
UHN FOUNDATION
WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHTS
EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS BIRTHDAY
MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAOKE
More Than Hope Campaign Newspaper Ads
HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNER
EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS BIRTHDAY
WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHTS
MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAOKE
SHOPPING VISITING GRANDPARENTS FLYING CELEBRATIONS PARTIES
SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIPS
LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIES
SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIELD
SHOPPING VISITING GRANDPARENTS FLYING CELEBRATIONS PARTIES
SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIPS
LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIES
SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIELD
HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNER
EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS BIRTHDAY
WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHTS
MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAOKE
HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNER
EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS BIRTHDAY
WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHTS
MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAOKE
SHOPPING VISITING GRANDPARENTS FLYING CELEBRATIONS PARTIES
SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIPS
LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIES
SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIELD
SHOPPING VISITING GRANDPARENTS FLYING CELEBRATIONS PARTIES
SPONTANEITY JOB SECURITY RESTAURANTS THE GYM DAY TRIPS
LESS STRESS DANCING TOGETHER FITNESS CLASSES LESS WORRIES
SEEING THE WORLD PLAYING SPORTS NORMAL CLASSROOMS FIELD
HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNER
EATING TOGETHER GAME NIGHTS FACES WITHOUT MASKS BIRTHDAY
WATCHING SPORTS WORK-LIFE BALANCE OPEN MIC NIGHTS
MUSEUMS ANNIVERSARIES HOLIDAY CELEBRATIONS KARAOKE
HOLDING HANDS CELEBRATIONS DATE NIGHTS CONCERTS DINNER
WORRIES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BEING
FIELD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TRAVEL
DINNER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING
BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS MEETING
VISITING GRANDCHILDREN ART GALLERIES THEATRE NORMAL
KARAOKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUSEMENT
DINNER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING
BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS MEETING
VISITING GRANDCHILDREN ART GALLERIES THEATRE LAUGHING
KARAOKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUSEMENT
PARTIES SINGING TOGETHER PLAYDATES TRIPS BOOKSTORE BROWSING
TRIPS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE
WORRIES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BEING
FIELD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TRAVEL
PARTIES SINGING TOGETHER PLAYDATES TRIPS BOOKSTORE BROWSING
TRIPS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE
WORRIES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BEING
FIELD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TRAVEL
DINNER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING
BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS MEETING
NIGHTS VISITING GRANDCHILDREN ART GALLERIES THEATRE SHAKING
KARAOKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUSEMENT
DINNER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING
BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS MEETING
NIGHTS VISITING GRANDCHILDREN ART GALLERIES THEATRE DINNER
KARAOKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUSEMENT
PARTIES SINGING TOGETHER PLAYDATES TRIPS BOOKSTORE BROWSING
TRIPS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE
WORRIES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BEING
FIELD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TRAVEL PARTIES SINGING TOGETHER PLAYDATES TRIPS BOOKSTORE BROWSING
TRIPS SHAKING HANDS WEEKEND GETAWAYS CONFIDENCE MOVIE
WORRIES FREEDOM SPA DAYS EXERCISE FAMILY REUNIONS CUDDLING BEING
FIELD TRIPS EVENTS VACATIONS FLEXIBILITY LAUGHING TOGETHER TRAVEL
DINNER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING
BIRTHDAY PARTIES SEEING FRIENDS FAMILY GATHERINGS MEETING
VISITING GRANDCHILDREN ART GALLERIES THEATRE WEEKEND
KARAOKE BARBEQUES PATIOS ROAD TRIPS PICNICS SCHOOL AMUSEMENT
DINNER PARTIES FESTIVALS MARKETS WEDDINGS FUNDRAISERS DINING
In addition to naming the new Honour Your Hero campaign and developing the logo and recognition pins, we designed elevator wraps, posters, booklets and fundraising brochures to promote the fundraiser.
UHN FOUNDATION
Honour Your Hero Brochure
Give
For a fundraiser that invited participants to honour healthcare heroes by performing challenges such as wearing PPE or walking throughout a 12-hour period – the length of a healthcare shift – we engaged the public with a provocative name, dynamic logo, social media posts and newspaper ads.
To promote the planned giving program, we developed an integrated campaign built around the notion of storytelling. It included a new logo, photo shoots, elevator wraps, hallway posters, brochures, a microsite and a video series.
To start a conversation around a sensitive topic, we produced videos featuring actual planned giving donors. Each features a person talking candidly about why it was important to them to include UHN in their will.
At the McEwen Stem Cell Institute, innovative research transforms the impossible into the possible. For the Institute launch, we created an awareness campaign called Ignite the Revolution.
We illustrated a campaign promoting personalized brain research at Krembil Brain Institute with an image that merged the ultimate symbol of uniqueness – the fingerprint – with the human brain.
From 2005 to 2009, we developed brand positioning, a visual identity and fundraising materials for SickKids and created HealthyKids, a SickKids Foundation brand initiative for the US market. Our brand guide brought coherency to the numerous sub-brands – a visual language that is still in use today.
For Sunnybrook International, we developed the brand identity and standards in 2009 and 2010, along with a brochure and booths for trade shows in Abu Dhabi and Dubai.
A highlight of our work with CAMH Foundation was redesigning the Gifts of Light program. After conducting donor research, we developed the symbolic gift product line and designed the catalogue, marketing and event materials.
