SickKids Foundation
SickKids Foundation
Making the era of precision child health impossible to ignore.
Making the era of precision child health impossible to ignore.
As the fundraising partner to the world’s #1 paediatric hospital, SickKids Foundation launched the Heal the Future campaign to power the concept of Precision Child Health. It aims to move medicine beyond one-size-fits-all healthcare by focusing on everything that makes each patient unique, from their postal code to their genetic code. Building on the core identity established by Cossette, I extended and adapted the visual system across donor communications and launch assets. The work turned high-stakes science into something donors could grasp at a glance.
As the fundraising partner to the world’s #1 paediatric hospital, SickKids Foundation launched the Heal the Future campaign to power the concept of Precision Child Health. It aims to move medicine beyond one-size-fits-all healthcare by focusing on everything that makes each patient unique, from their postal code to their genetic code. Building on the core identity established by Cossette, I extended and adapted the visual system across donor communications and launch assets. The work turned high-stakes science into something donors could grasp at a glance.
The existing website and marketing materials lacked consistency and did not fully reflect the organization’s approachable, youth-focused mission. The goal was to create a more engaging and accessible visual experience that could better connect with younger audiences while maintaining credibility within healthcare and educational spaces. As a freelance designer, I supported the refresh through website design, brand development, social content, and supporting marketing materials.
Year:
Tag Here
Tools:
Figma
Photoshop
InDesign
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The existing website and marketing materials lacked consistency and did not fully reflect the organization’s approachable, youth-focused mission. The goal was to create a more engaging and accessible visual experience that could better connect with younger audiences while maintaining credibility within healthcare and educational spaces. As a freelance designer, I supported the refresh through website design, brand development, social content, and supporting marketing materials.
Year:
Tag Here
Tools:
Figma
Photoshop
InDesign
Read More
Branding
Digital & Web
Healthcare
Services Provided:
Brand Application
Marketing Collateral
Integrated Campaigns
Research & Discovery
Merchandise
Credits:
Brand Identity by Cossette Toronto
Brand Identity by Cossette Toronto
The Challenge
In 2023, SickKids set out to raise money for Precision Child Health, a new way of caring for kids that most people had never heard of. It’s hard to ask someone to fund something they can’t picture, and the timing made it harder. SickKids had only just closed a record-breaking campaign for its new hospital, more than half of Canadians said they were worse off financially, and charitable giving had dropped 40%.
So how do you get donors to back a complex idea they don’t yet understand, in a year when giving is shrinking? Heal the Future had to make Precision Child Health feel clear and close enough to act on. Working within the established identity, I adapted the visual system across launch materials to give people a reason to give now.
In 2023, SickKids set out to raise money for Precision Child Health, a new way of caring for kids that most people had never heard of. It’s hard to ask someone to fund something they can’t picture, and the timing made it harder. SickKids had only just closed a record-breaking campaign for its new hospital, more than half of Canadians said they were worse off financially, and charitable giving had dropped 40%.
So how do you get donors to back a complex idea they don’t yet understand, in a year when giving is shrinking? Heal the Future had to make Precision Child Health feel clear and close enough to act on. Working within the established identity, I adapted the visual system across launch materials to give people a reason to give now.
How it was solved
Each project started with its campaign objective and worked outward from there, making sure every asset carried the SickKids brand while adapting to the tone, audience, and purpose of the initiative.
Each project started with its campaign objective and worked outward from there, making sure every asset carried the SickKids brand while adapting to the tone, audience, and purpose of the initiative.
Campaign
Creative assets were developed for fundraising campaigns, donor communications, and seasonal initiatives. The range of work was broad, but the goal was always the same: clear design that made it easy for people to understand the cause and feel compelled to give.
Creative assets were developed for fundraising campaigns, donor communications, and seasonal initiatives. The range of work was broad, but the goal was always the same: clear design that made it easy for people to understand the cause and feel compelled to give.
Digital
Digital assets were designed for fast-moving campaign channels, including email and social, as well as background panels for web. The focus was on making key messages land quickly with layouts that could hold attention and stay readable across different screen sizes.
Digital assets were designed for fast-moving campaign channels, including email and social, as well as background panels for web. The focus was on making key messages land quickly with layouts that could hold attention and stay readable across different screen sizes.
Marketing
Print and marketing materials spanned from donor proposals and stewardship reports to event signage, TTC takeovers, and full-page ads in the Toronto Star and Globe and Mail. The work extended well beyond digital, covering foundation collateral, direct mail, and donor recognition pieces that needed to feel just as considered in hand as anything on screen.
Print and marketing materials spanned from donor proposals and stewardship reports to event signage, TTC takeovers, and full-page ads in the Toronto Star and Globe and Mail. The work extended well beyond digital, covering foundation collateral, direct mail, and donor recognition pieces that needed to feel just as considered in hand as anything on screen.
The Outcome
Across the full campaign, Heal the Future raised more than $200 million and brought in 9,557 new monthly donors with a lifetime value of $7.7 million. Awareness of Precision Child Health rose 30%, and SickKids became the #1 hospital associated with advancing Precision Medicine.
Working in-house at SickKids meant producing high volumes of work across a wide range of campaigns that raised tens of millions of dollars for sick children worldwide. The organization sets the bar for what fundraising campaigns can achieve, and the work aims to reflect that standard at every level.
Across the full campaign, Heal the Future raised more than $200 million and brought in 9,557 new monthly donors with a lifetime value of $7.7 million. Awareness of Precision Child Health rose 30%, and SickKids became the #1 hospital associated with advancing Precision Medicine.
Working in-house at SickKids meant producing high volumes of work across a wide range of campaigns that raised tens of millions of dollars for sick children worldwide. The organization sets the bar for what fundraising campaigns can achieve, and the work aims to reflect that standard at every level.
