The hospital foundation found itself falling behind among non-profits – a competitive field where literally hundreds of organizations vie for donations 365 days a year. It sought a brand refresh that would engage with people’s compassionate natures, but did so in a simple way that broke through language barriers. Its new brand identity was built around three core ideals: heal, love and bond. Visually, this is represented with a stylized bandage, a universal symbol. Displayed on its own, the bandage represents healing. Folded at an angle into a heart shape, it represents love. Crossed, two bandages resemble a person or a hug to show the bond the institution has with its patients and community. These three symbols now appear in bright, calming colours at every one of the foundation’s touchpoints.