Introducing a patient-centred, innovation-driven hospital
Following an approved merger between Grand River Hospital (GRH) and St. Mary’s General Hospital (SMGH) in Kitchener-Waterloo, both hospitals were tasked with coming together under a new name, brand, and landing page — and CT was put to the test in creating all three. Working with key audience groups representing both hospitals and spanning leadership teams; committees; community leaders; and physicians, clinicians, and hospital team members, a variety of key themes and ideas around creativity, curiosity, and adaptability emerged — and so
the name WRHN (short for Waterloo Regional Health Network) was born. Inspired by the small yet mighty wren bird, WRHN is breaking down barriers, fostering connections, and redefining health care to build stronger, healthier communities. With this in mind, a brand identity centred around movement and momentum needed to take shape — and CT had to ensure it would build upon the strengths of both hospitals’ pasts while balancing the needs of an evolving health-care future.
Goals:
Develop a new name and brand that honours the shared history and individual strengths of GRH and SMGH respectively
Create a suite of branded assets, including stationery, signage, badges, lanyards, and banners, to reflect the brand and support implementation
Design and develop a detailed landing page as an interim solution for a more fulsome website (launching late 2025)
A Colourful Look Takes Flight
WRHN’s brand includes a logo that features an abstract interpretation of a wren in flight, capturing its fluttering wings to symbolize the hospital’s commitment to progressive, patient-centred care. The brand’s primary colours — Wild Strawberry and Purple Abalone — are complemented by secondary tones of Sage and Indigo, evoking feelings of trust, growth, and stability while maintaining a modern edge. Earthy tones were pulled in to further ground the design, connecting it to the natural world.
A Soft Place to Land
Navigating health care can be complicated, especially with change in tow. With this in mind, CT designed and developed a streamlined landing page to support users on their journey to care. In addition to location information, career information, and opportunities to donate or get in touch with WRHN, the landing page connects users to emergency wait times — all in service of ensuring WRHN’s community has access to the support they need.
