June 29, 2018


lg2 breathes new life into the CHU Sainte-Justine Foundation
Redesigning the CHU Sainte-Justine Foundation’s communication platforms
Montreal, Wednesday, June 13, 2018 – When the CHU Sainte-Justine Foundation was looking for ways to
support the CHU Sainte-Justine’s mission of excellence, they turned to lg2 with another mission: developing
their new brand platform. Ever since the inauguration of their new buildings in 2016, the CHU Sainte-Justine
has been looking towards the future and focusing on modernization; when the time came to develop a new
identity and website, both were thus designed to reflect the Foundation’s new modern approach.
However, despite these new changes, the CHU Sainte-Justine Foundation always had the same goal in mind, to
increase support for the CHU Sainte-Justine. “This renewal allows us to be better philanthropic leaders and to
emphasize what the Foundation does, who it’s meant to help and why,” says Maud Cohen, President and CEO
of the Sainte-Justine Foundation. “These new platforms will provide us with the tools we need to achieve our
most ambitious goals as well as strengthen our impact and support for the care, research and teaching taking
place at the CHU Sainte-Justine,” adds the Foundation’s Chairman of the Board, Michael M. Fortier.
The new identity aims to bring together all those whose lives have been touched by the Foundation. The new
logo was designed with the old and new in mind, building on the original symbol of the mother and child to
reflect all the others who play a leading role in the care of the child, from parents to grandparents as well as
doctors, researchers, caregivers and sometimes, even donors. These changes to the logo will be brought to life
through various graphic platforms as well as in animated versions.
The new visual identity and brand platform were inspired by various existing elements of the CHU Sainte-
Justine, such as the artistic installations of the Grand Jardin or the architectural designs of the buildings, which
mirror the colour code of the signage. The wide range of warm colours used in the design, in addition to
conveying the Foundation’s values, establishes a simple yet strong and universal language, and demonstrates
the Foundation’s power to unify.
Finally, the new website aims to create a more up-to-date digital experience to go with the modern identity.
The entire site has been redesigned and modernized to simplify the user’s online journey and, more importantly,
to encourage people to take action and donate. The site was created with an innovative user experience/
interface and redesigned navigation that puts an emphasis on the Foundation’s cause and achievements. There
is also a special section linked to the database that lists every donor in alphabetical order, thanking each one
personally. The complete front-end development, including animations and visual effects, breathes new life into
the brand.


Designer : lg2

Locality : Montréal, Canada

Project : CHU Sainte-Justine Foundation