SOUTHLAKE REGIONAL HEALTH CENTRE—

Capturing the core authenticity of a caring community

Southlake Regional Health Centre, located in Newmarket, Ontario, sought to rejuvenate its brand and develop a new look for its five-year strategic plan along with related marketing materials. As a leading healthcare centre known for cutting-edge research and a strong commitment to the human aspect of care, Southlake aimed to align its brand image with its innovative and compassionate services.

The original color palette and typography of Southlake’s brand identity felt outdated and unreflective of its forward-thinking ethos. The new identity is centered around a palette of dusty greens and soft blues, designed to evoke comfort and confidence.  A comprehensive set of brand guidelines was developed to ensure consistent application across all brand touchpoints. These guidelines articulate how to effectively use the new identity elements, ensuring clarity and uniformity in all communications.

Southlake Regional Health Centre's strategic plan and messaging, along with its new photographic direction, embody warmth, authenticity and a commitment to genuine healthcare. This comprehensive campaign captures the essence of the centre’s dedication to its community. It has revitalized Southlake’s brand, aligning it with its position as a top-tier healthcare provider and significantly strengthening its market presence by merging state-of-the-art medical care with an authentic approach.

Original Identity

Updated Identity

Brand Guidelines

Campaign Messaging

Strategic Plan

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© 2025 Meg Lynch
A random fact about me—I love puffins.