Community, Connection and Care
With a new name, a new look and fresh insights into the past and future, the Langley Memorial Hospital Foundation has transformed into the Langley Community Health & Hospital Foundation.
It’s the right time for this massive change in the brand’s direction, and perfectly in step with a growing population with changing needs, according to Tracy Fortino, a director on the Board of the newly-named Foundation (LCHHF).
Along with brand and communication design consultant Irvin Cheung, Tracy Fortino was instrumental in connecting with everyone from management to staff to community groups on the re-branding of the Foundation logo, colours and name that will bring health care fundraising in Langley into the future.
Can you describe how the first discussions of re-branding came about among Board members? When was the first seed of the idea planted, and what motivated it?
“The re-branding discussions emerged organically as Langley’s health care landscape evolved.
The first seed of the idea for re-branding emerged by recognizing that the Langley Memorial Hospital Foundation needed to transform in order to better serve the community and service providers.
Foundation management and Board members engaged in strategic conversations about the Foundation’s identity, mission and vision, exploring questions such as, ‘How can we better communicate our commitment to Langley residents? What aspects of our current brand resonate with the community, and what needs improvement? How can re-branding enhance our ability to contribute to high-quality care?’”
Why, and why now? What is it about the last few years, or even the last decade, of LMHF’s evolution and changes, that you think demands a fresh look and message?
“We want to signal that LCHHF is transforming with the community; keeping pace with advancements in health care practices, technology and patient care.
We wanted to foster a sense of ownership and collaboration that this is our community and health care affects all of us.
At its root, it’s our community and its efforts that advocate and increase our support.
As Langley grows and health care services are even more complex, the hospital and service providers must be able to adapt to meet the evolving needs of Langley’s residents. The Board felt it was important to look at how we were represented in the community.”
In the best-case scenario, when a Langley resident looks at the new colours, imagery, etc. in the re-brand, what words or feelings do you want them to have, in response?
“When a Langley resident gazes upon the new colours, imagery and overall re-branding, I envision them feeling a sense of pride, trust and connection. I want them to see the community growth and the health care needs that are and will continue to be serviced.
Re-branding aims to improve the Foundation’s visibility and public perception. A fresh brand can attract attention, instill confidence and foster community pride. The colours, logos and visual elements should evoke a sense of growth, community ownership, accomplishment and most importantly, support.
When residents see the new imagery of the hummingbird, we want them to associate it with the quality of care, skilled professionals and compassionate service that defines health care in Langley.
Finally, the re-branding should foster a deeper connection between Langley residents and all health care services in the community.”
Note to our donors:
Our name change will have no impact on how your donation is disbursed, and the Foundation continues to direct your gifts according to your wishes. For example, a gift to our Areas of Greatest Need fund, which supports the hospital, will not be allocated to community health care services. Similarly, gifts to Foundry Langley will only be allocated for youth mental health and wellbeing, and will not go towards the hospital. If you have any questions or concerns, please don’t hesitate to contact us by phone, email or by dropping in. We welcome the opportunity to talk with you!