A true team effort
We oversee all marketing and corporate communications for Closing the Gap Healthcare. Beginning with their rebrand in 2020 and the introduction of a new tagline, A Team Made for Caring, we ensure that all internal and external marketing and advertising activities are aligned to the brand. Our work assists in overall growth of the company, including new sources of revenue, new programs, an improvement in employee engagement and retention, and a solid brand from which to adapt with the home healthcare industry constantly in flux.
Corporate Visual Identity
Based on interviews with team members from all levels of the organization, along with extensive industry and competitor research, we introduced a fresh look and feel for Closing the Gap (CTG) and a new brand promise: A Team Made for Caring. The intentional choice of blue and yellow brand colours paid homage to previous iterations of the brand while maintaining energy and a sense of grounding that clients love about CTG. The new branding was rolled out on CTG’s website, in all offices and clinics in Ontario and Nova Scotia, on print and digital collateral for clients and employees including a new Employee Handbook, and across all touchpoints within the client and employee journey at CTG.
Custom Illustrations
We worked with Toronto-based illustrator Jeannie Phan to develop a hero illustration depicting many of CTG’s service offerings using vibrant, welcoming colours and bold shapes. We also developed an illustration for each of CTG’s lines of business and services to set them apart from competitors.
Corporate Communications
We write, design, and deploy corporate communications across the organization. This includes emails, a bimonthly newsletter called In the Loop, website updates, print collateral, signage, and other print and digital assets as required.
Social Media
We design, copywrite, plan, and schedule all social media for Closing the Gap across Facebook, Instagram, and LinkedIn. This includes custom photography and video.
Diversity, Equity & Inclusion
In partnership with CTG’s I.D.E.A. Committee, we amplify and celebrate diverse team member stories, holidays, cultural days, role recognition days, and other important times of year. We utilize a variety of channels: internal communications, office celebrations, team member-led initiatives, and others.
Ongoing Research & Interviews
We speak with team members from all levels of the organization on a regular basis to ensure their needs are being met from a branding and communications perspective, and so that all initiatives are informed by insights from those who are directly impacted.
Employee Recruitment, Engagement, and Retention
We work closely with CTG’s HR team to recruit, engage, and retain the brightest and best talent for whom the organization’s brand positioning resonates. This is done through multiple means including CTG’s learning management system called CTG Academy, social media, in-person hiring events, teambuilding activities, CTG’s online store, and quarterly team surveys.
