Notable Awards & Accomplishments
Gold in Branding Refresh from the Hermes Creative Awards;
Award of Excellence in Brand Design or Refresh from the Communicator Awards;
Best UI Design, Best UX Design, Best Innovation & Special Kudos from the CSS Design Awards;
Award of Excellence in Web Design from the Communicator Awards.
A refreshed identity for a vital voice in mental health care.
Waypoint Centre for Mental Health Care is a recognized leader in specialized psychiatric services and high-security forensic mental health care in Ontario. Despite its expertise and reputation, its visual identity and online presence didn’t reflect the organization’s impact, innovation, or compassionate approach. CT was engaged to revitalize Waypoint’s brand and redesign its website, bringing its mission to life in a way that’s accessible, human, and forward-looking.
Through stakeholder engagement and research, we identified opportunities to strengthen Waypoint’s public narrative, clarify the patient journey, and reduce stigma. The result is a professional yet warm brand identity and a website that simplifies information, elevates storytelling, and empowers users — positioning Waypoint as both a provider of care and a source of leadership in the mental health space.
A symbol of support, connection, and trust.
Waypoint’s refreshed logo blends softened typography with a circular icon of hearts and arrows — evoking compassion, movement, and a holistic approach to care. The new identity strikes a balance between warmth and professionalism, reflecting the humanity and expertise behind Waypoint’s work. Applied across print and digital touchpoints, the system brings clarity, consistency, and renewed confidence to the organization’s presence.
Goals:
Reduce stigma and humanize Waypoint’s mission through authentic, hopeful storytelling — all while clearly communicating the organization’s impact.
Simplify program information and the patient journey on the website, making care easier to navigate for patients and families.
Redefine Waypoint with a bold brand and user-friendly site to boost visibility in mental healthcare.
An online presence that leads with care.
The redesigned Waypoint website is intuitive, accessible, and grounded in the needs of its users. Clear pathways and a robust programme guide support patients, families, donors, and staff in finding the information and services they need, with thoughtful content tailored to each audience. Built on WordPress, the site highlights Waypoint’s services and research, while clear calls to action make it easy to donate, volunteer, or explore careers.
