A brand revitalization and hand-crafted website design powered by WordPress to power up West Toronto’s most beloved community healthcare centre. St. Joseph’s Health Centre Foundation relied on our firm’s strategic approach to branding and web development to transform its healthcare institution’s ability to engage and support its community.
Revitalizing The Brand Identity and Website for St. Joseph’s Health Centre Foundation
St. Joseph’s Hospital is a cornerstone healthcare institution within Toronto’s west end, known for providing exceptional care to the local community. However, with the increasing need to engage with their community more effectively and generate annual fundraising to improve the aging facilities and develop new healthcare technologies, the hospital recognized that its digital presence was falling short. St. Joseph’s Health Centre Foundation approached our Toronto web design agency with two primary goals: refresh its brand identity and develop a new website that would serve as a powerful tool for community outreach, fundraising, and event promotion within the community.
Key Challenges
Outdated Brand Image – The hospital’s existing brand lacked the modern, approachable feel necessary to build stronger community connections. The design and messaging needed a more human, empathetic tone that reflected the hospital’s commitment to care and service.
Limited Digital Presence – The current website was difficult to navigate, had poor mobile responsiveness, and needed more tools to run digital fundraising campaigns or community engagement initiatives.
Fragmented Communication Channels – Communication with donors, volunteers, and community members needed to be more consistent, making it challenging to build ongoing relationships.
Fundraising – Improve fundraising ability with a digital platform optimized for contemporary fundraising campaigns and harness opportunities to engage potential donors and maximize its efforts.
Web Design Goals
Digital Brand Identity Refresh – as one of Toronto’s largest and most well-known healthcare institutions, we aimed to help refresh and revitalize the organization’s digital brand identity to better resonate with the community.
Custom Website Design – a modern, responsive digital experience was created to act as a central hub for community involvement and future fundraising.
Create a Customizable Digital Campaign Portal – to support the next decade’s fundraising efforts, a customizable campaign portal was designed and developed within the custom WordPress CMS to allow the marketing team to adapt to evolving needs and methods of communication with donors year over year.
Improve Communication – simplifying and updating digital communication methods between the foundation and the community to foster trust, involvement, and donations.
Our Approach
Digital Brand Refresh with a Human Touch
We started with a comprehensive rebranding strategy to humanize the foundation’s identity. This involved updating the logomark, colour scheme, typography, and messaging to reflect the warmth and compassion at the heart of their mission. Making subtle adjustments to meet the evolving state of accessibility compliance, the new brand emphasized community, care, and trust, making it more relatable to local audiences. We worked closely with the foundation’s team to ensure every element aligned with their values and long-term vision.
Custom WordPress Website with a Powerful CMS
Next, we designed and developed a custom WordPress website that reflected the updated brand identity and offered a seamless, user-friendly experience. The website was built on a robust custom WordPress content management system (CMS) to empower the foundation’s team to easily update content, launch new campaigns, and manage event details without technical support.
Intuitive Navigation & User Experience (UX)
We implemented clear and intuitive navigation to make it easier for visitors to find the information they need. The website’s layout was restructured to simplify the user journey, reducing the number of clicks needed to access critical information like donation opportunities, event calendars, and hospital services. This improved UX kept visitors engaged for longer, driving higher conversions.
Adaptive web design for the future.
Real-time responsiveness.
Responsive UI Design
With most users accessing the website through mobile devices, ensuring an optimized mobile experience was a priority. We developed a responsive interface design that provided seamless navigation across all devices—whether visitors were using smartphones, tablets, or desktop computers. This enhanced user experience encouraged more engagement, particularly for those looking to donate or sign up for events on the go.
Powerful Content Management System (CMS)
We integrated a robust CMS powered by WordPress, giving the hospital’s team full control over their content. The custom WordPress CMS allows the marketing team to easily:
Update pages without technical expertise.
Publish new blog posts, news articles, or event updates.
Manage donation forms and fundraising campaign content.
Track site performance through built-in analytics integrations.
The flexibility of the CMS ensured that the website could grow alongside the foundation’s evolving needs and easily adapt to future fundraising campaigns or content changes.
Seamless Donation Integration
Fundraising is a core function of the foundation, and focusing on simplifying the donation process and extending the updated brand consistently across the donation experience was paramount. We prioritized building a donation process that was simple, secure, and user-friendly. We focused on minimizing barriers for donors, making it easy for them to contribute in ways that suited their preferences and lifestyles. This includes recurring donation options that offer users the ability to make regular, automated donations, boosting long-term fundraising potential, and are all seamlessly integrated with the Luminate fundraising platform.
Donor recognition became a pinnacle feature within the story-telling throughout the new website. Donors can now be featured publicly, fostering a sense of community and encouraging others to donate.
“Parachute was instrumental in helping us create a new website that truly reflects our new brand. They created a beautiful website design that aligns with our updated brand identity and also revamped the backend of our WordPress CMS. We had to pause a few times throughout the journey to work on branding, and Parachute was very accommodating, adjusting their schedule to resume whenever we were ready.
Their approach to the project was detailed and structured, and they offered thoughtful design solutions tailored to our unique needs. Their expertise made a huge difference in bringing our vision to life.”
Trina Klink,
Vice President, Communications and Donor Engagement, St. Joseph’s Health Centre Toronto
Development of a Customizable Digital Campaign Portal
To future-proof the foundation’s fundraising efforts, we developed a customizable digital campaign portal to manage and promote fundraising campaigns throughout the year. This portal enables the fundraising team to easily create and launch new campaigns with minimal effort, including setting up donation pages, tracking goals, and sharing updates with their audience.
The campaign portal was a standout feature designed to handle the hospital’s long-term fundraising goals. Built with flexibility in mind, the fundraising portal allows the hospital to:
Launch and manage multiple fundraising campaigns at once.
Customize each campaign with specific goals, themes, and messaging.
Create unique landing pages for individual campaigns, complete with dynamic features and statistics to showcase progress in meeting fundraising goals.
Easily adjust campaigns in real-time based on performance data, allowing for strategic pivots or additional messaging.
These key features ensure that the foundation will be able to manage its digital presence effectively and continuously improve its fundraising and community engagement efforts for years to come. The website and campaign portal’s flexibility and scalability position the foundation to meet its goals now and well into the future.
Enhanced Community Engagement
A key focus was ensuring the website became a hub for community involvement. We incorporated storytelling elements to highlight patient success stories, volunteer experiences, and the hospital’s impact on the community. By creating a more personal and emotional connection with visitors, the hospital could communicate its value and encourage participation.
Sharing patient success stories to showcase powerful, personal narratives of recovery and the hospital’s role in their journey takes centre stage within the user journey, connecting viewers with success stories in their own community.
Volunteer spotlights were also included, highlighting the efforts of community volunteers to inspire more people to get involved in the many ways the community can support the foundation.
Curated Impact metrics showcasing real-world statistics and testimonials to demonstrate the hospital’s positive influence on the community were also woven throughout the digital experience.
Measuring Success
Through a thoughtful rebranding and website redesign, we helped St. Joseph’s Health Centre Foundation revitalize its digital presence and better connect with its community. The new website enhances fundraising capabilities and fosters stronger relationships with donors, volunteers, and residents. With the customizable digital campaign portal, the foundation is now well-equipped to continue growing its fundraising efforts in the years to come.
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Crafting an engaging website design that communicates with your community and builds emotion requires experience and creativity. Book a call to learn how we rely on more than 20 years of experience delivering successful results for our clients.
Crafting an engaging website design that communicates with your community and builds emotion requires experience and creativity. Book a call to learn how we rely on more than 20 years of experience delivering successful results for our clients.
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