When an organization decides to make a major shift, like the one undertaken by the CHU Sainte-Justine Foundation, it is essential that it be well supported. This identity makeover stems from a rigorous process led by creative agency lg2. Here’s what we heard from the team members who worked tirelessly to breathe new life into the CHU Sainte-Justine Foundation’s communications platform.

What motivated your team to work with such generosity and make such an investment towards the CHU Sainte-Justine Foundation?

Health and children are among the causes most dear to Quebecers, and we’re no different. This project sparked both our parental instinct and our creative and imaginative passion to develop an identity that would speak to the hearts of Quebecers. And, of course, seeing the dedication of the Foundation team and the support of the community for the cause, it was hard not to be inspired! Obviously, with the Foundation supporting such an exceptional hospital centre, it was also a great honour for us to be able to lend a hand to those who make such a difference, here and elsewhere. 

What qualities did you want to invoke with this new image?

Like Sainte-Justine itself, the Foundation had to remain a warm and inspiring brand. Calling to mind a sense of coming together and mobilization, the Foundation’s new image encourages all Quebecers to rally to the cause. Thanks to its close collaboration with the CHU, the Foundation gives life to projects, new ideas, innovation, the future, ambitions… It is transforming the way society looks out for the future of its mothers and children. It was therefore essential for us to showcase the Foundation’s incredible innovation and expertise, which might be less well known to the general public. 

Le Grand Jardin Sainte Justine Corridor
Le Grand jardin de Sainte-Justine

Thanks to its close collaboration with the CHU, the Foundation gives life to projects, new ideas, innovation, the future, ambitions. [...] It was therefore essential for us to showcase the Foundation’s incredible innovation and expertise, which might be less well known to the general public. 

What was the approach at the beginning of the project?

When the project started, we met with parents, donors, doctors and researchers, as well as medical staff members and management, in order to develop an image that would mobilize all stakeholders. The new identity had to become a rallying point for all those whose lives are touched by the Foundation. It was also important for us to create a brand identity that is in line with existing design elements at the CHU Sainte-Justine, including its architectural plans, which themselves inspired the colour palette of the signage and artistic pieces in the Grand jardin de Sainte-Justine

How did you arrive at the design for this logo?

The new identity is a rallying point for everyone whose life has been touched by the Foundation. The new logo can indeed be seen as evolution of the old logo’s mother-child symbol, but it now portrays a larger and more inclusive reality, allowing the adult figure to represent not only a parent or grandparent but also a researcher, caregiver or donor, each of whom also plays an invaluable role. All these elements can come alive on the same design platform, even in the animated versions of the logo.  

How would you break down the new identify?

The new identity will be reflected throughout the Foundation’s internal and external communication ecosystems. From its stationery to the website, the new identity will allow the Foundation to communicate with its audience in a fully integrated manner. The concept of key words, inspired by the mission and values of the organization and those who benefit from it, provides the Sainte-Justine Foundation with a stronger voice. Other visual and content concepts will also be unveiled soon!

Clementine En 960X614
Juliette En 960X614
Raphaele En 960X614
Thierry En 960X614
Milan Papa En 960X614

We see children front and centre. Who are they?

Thierry, Juliette, Clémentine, Ariane, Milan, and Raphaële are all children of Sainte-Justine. They represent the true essence of our inspiration. In the visual material, each of them is associated with a powerful word, inspired by the CHU Sainte-Justine Foundation’s mission.

There is a lot of use of the X symbol and the multiplier effect in the new platform. Why did you decide to use this symbol?  

We quickly understood that care, research and teaching—the three missions of the CHU Sainte-Justine—are closely linked to the Foundation’s achievements and to its donors. Sainte-Justine’s strength is the shared purpose of all its stakeholders. It was therefore important for us to underscore that and celebrate it with a concept that clearly conveys this unifying strength. The multiplier effect also represents the union of the many players that make up the Sainte-Justine community: donors, caregivers, researchers, families and children. This united front is what makes world-class pediatric care possible, and we had to showcase it. 


What do you hope the future holds for the CHU Sainte-Justine Foundation?

Our hope for the Foundation is that it will always have the means to achieve its ambitions, as the CHU needs its help more than ever in light of today’s increasing opportunities for innovation. We hope that the Foundation can continue to position itself as a philanthropic leader and that its extended family keeps on growing!