Why We Exist
Calgary Health Foundation exists to advance care, wellness and research to deliver the best possible health outcomes for our community.
Our brand helps us bring focus, and drives awareness and action to achieve our goals. Our brand is more than a name, logo and colour palette, and it’s more than any creative campaign or concept. Our brand is our reputation - it’s what people say about us when we are not in the room. It’s forged by myriad internal and external factors. It’s what people think about us, but also how they feel towards us.
To create a compelling brand, we need to lead with emotion and follow up with rational reasons to believe. Impact is our community currency, and demonstrating that is part of how we tell stories that create action. Emotive branding makes the experience of interacting with our organization more rewarding, and more likely to change the way donors, industry partners and employees think, feel and act on behalf of our brand.
How our brand is a tool that connects us with donors and community support:
When we lead with emotion, we have the opportunity to connect on a deep and human level and spark true interest.
When we follow that up with compelling information, presented in a clear and consistent way, with a sense of urgency, we can then convert that interest to donation.
And with those donations, in our role as a connector, we can then deploy funds on a highly strategic level to act as a catalyst for transformational change in our system.
Our brand structure:
We have created a structure known as a “branded house”. This focuses on one master logo, with programs that are visually aligned. This structure allows us to create a hierarchy where site locations or program initiatives all relate strongly to the Calgary Health Foundation logo. See more about our visual identity and logo structure here.
Brand Name & Use
In 2020, following extensive research, we changed our name from Calgary Health Trust to Calgary Health Foundation. This change removes confusion around the financial implications of the word ‘Trust’ and positions us as peers with other Calgary health care foundations.
Wherever possible please use our name in full: Calgary Health Foundation.
When using the name multiple times, use the full name in the first instance and then refer to us as the Health Foundation (lowercase ‘t’ on ‘the’ and uppercase ‘H’ on ‘Health and ‘F’ on ‘Foundation’). Please refrain from using ‘the Foundation’ without including ‘Health’.
YES:
Calgary Health Foundation
the Calgary Health Foundation
NO:
the Health Foundation (missing Calgary)
Calgary Health Trust (our previous name)
Calgary Health (missing ‘Foundation’)
Calgary health foundation (incorrect capitalization)
the health foundation (incorrect capitalization, missing Calgary)
the Foundation (missing ‘Health’)
NOTE: We have associated a tagline with our name, which adds clarity and urgency to our brand: Relentlessly advancing care, wellness & research. The ‘Logo & Icon’ section of OUR VISUAL IDENTITY outlines when to use this version of the logo.
Brand Differentiators
From our research, four key themes are apparent. These themes differentiate our brand from the intense competition in the health care and charitable sector and help to define key elements of the brand that will help achieve our brand objectives.
Leadership
Driving social impact requires inspiration and influential leadership. Innovative leaders who embrace change and recognize the need to evolve programs and business practices as the social and philanthropic landscape changes around us. Calgary Health Foundation’s team rich in entrepreneurial spirit, inspire others to take action.
Engagement
Our public mission ignites intense engagement with the needs of the community and a future with improved health care. We work collaboratively with our industry partners, especially Alberta Health Services, to identify where our donors contributions will have the greatest impact on patient care.
Local
Our exclusive focus is on the provision of excellence in health care for our family, neighbours and friends who reside within the Calgary region. Unlike Alberta Health Services, with a provincial mandate, we are a truly local foundation ensuring your donations support the causes that matter to you.
Timely Impact
The programs we support today have a positive impact for our partners in the medical community - and the patients they care for - tomorrow. While we help fund research projects, our capital projects bring the latest medical innovations and technologies to the members of our community efficiently to immediately yield results.
Brand DNA
Reputation
Audience: Donors, ticket buyers, and the medical community (Alberta Health Services), employees and volunteers.
Perceptions: Community-focused, caring, trusted, impactful, important, reliable.
Positioning
Promise: On behalf of our community, our neighbours, donors, philanthropists and partners, we work relentlessly in our pursuit of superior health care.
Personality: Caring, Agile, Competent, Collaborative, Industrious.
Tone: Progressive, Passionate, Vital, Personal, Caring
Experience
Service and Features
Public education (preventative)
Transitional research (new and better, next generation)
Excellence in care (leading as health evolves)
Funds to support excellence in healthcare
Functional Benefits: Enhanced funding; better care; latest technology; outlet for support; effective/efficient fundraising
Emotional Benefits: Peace of mind; gratitude; comfort; relief; confidence; inspiration; local community connections; hope
Organization
Vision: We inspire passion in people that will transform health care for a better Alberta.
Mission: We inspire the community to engage in building a healthier future.
Values: We are passionate, collaborative, innovative, trustworthy, inspirational, and compassionate
Key Words
Local; personally relevant; collaborative; emotive; best in class; relentless
We are passionate and driven. We exist to push for a world-class health care system by bringing together partners and donors to take our system from good to great.