The gist.

The Perley and Rideau Veterans’ Health Centre has long been known as one of Ontario’s largest and most progressive long-term care homes. But over the years, as the needs of Canada’s aging population continued to evolve, so did the Perley—and it needed to tell that story.

The new Perley Health brand honours the organization’s roots serving veterans while better reflecting who it’s become: a joyful, thriving community, a home for all seniors living with frailty, and a centre of excellence transforming care both locally and beyond.

On the brand front, I worked on everything from naming to the brand-architecture strategy to the brand foundation, messaging framework, tone of voice, and positioning. For the brand launch, I scripted an internal stakeholder video and wrote all ad copy and content for a layered awareness campaign.