COLLINGWOOD GENERAL & MARINE HOSPITAL, Booklet – Creative Direction and Design
Collingwood General and Marine Hospital (CGMH) is transforming healthcare in South Georgian Bay. They are building a new hospital and their Strategic Plan is the roadmap that is guiding their transformation. Over a period of five years from 2025–2030, the plan focuses on three priorities: elevating quality through best practices, developing a high-performing and inspired team, and creating capacity to serve the growing population. It also prepares CGMH to transition seamlessly into a state-of-the-art facility, ready to offer new services, manage increased volumes, and lead in interprofessional education and innovative care.
Throughout the Strategic Plan booklet, the theme of "building" was conveyed by the line drawings which denote vision, a blueprint and a plan. This can be seen on the front cover, for example, where the new building is a line drawing but overlayed with a rendering to show that the building is currently being built and a work in progress. In some of the interior spreads, the line drawings are in the background of the interior spaces while action-focused photography is in the foreground to show a vision and plan is taking place to transform the hospital as team members of CGMH carry out patient care and hospital duties.
2025 MarCom Gold Winner – Category: Strategic Communications | Communications/Public Relations
Proud to have supported Ascenda Brand Marketing with the design of the Collingwood General & Marine Hospital’s award-winning Strategic Plan booklet, “Tomorrow is Built Today”
Photography with Hospital Staff and Patients by Kimberly Vincent
A part of my role on this project was to provide Art Direction for the photography. The photography is candid, natural, exciting, action-focused, meaningful and reflective of all the great work that the hospital staff carry out on a daily basis, from helping patients, to conducting MRI exams to training to ensure team members are up-to-date with the latest trends and technology in the healthcare industry and well-prepared to help patients.
The booklet design has clear information hierarchies, a logical reading order that flows naturally, interesting compositions and good readability. The large, exciting and action-focused photography boosts the compositions' vitality and activates the energy. Colour blocks were also used throughout to break up copy to reduce the cognitive load on the reader and to increase visual impact in the compositions. There is a strong sense of balance and visual coherence throughout the booklet which is achieved through the use and integration of colour, scale, images, layout and typographic treatments.
