Michael Garron Hospital Foundation

Challenge

The "Laughter is the Best Medicine" gala is Michael Garron Hospital Foundation’s (MGHF) signature fundraising event, known for bringing top-tier comedians like Jerry Seinfeld, Chris Rock, and Will Arnett to Toronto to support healthcare initiatives in East Toronto. The Foundation recognized the need to modernize its visual identity to reflect the high-end caliber of the event while preserving the brand equity built over the past decade. The existing logo was cluttered with multiple typefaces and lacked alignment with the Foundation's "Heart of the East" branding.

Solution

To address these challenges, we began by exploring the history of the event's branding and its significance to the East Toronto community. We worked closely with MGHF to understand their vision for the gala and how the new visual identity could encapsulate the warmth, humour, and community spirit that defines the event. Our design team proposed a refined logo that stripped away unnecessary elements, focusing on customizing a memorable typeface that exuded friendly modernity with a touch of glamour. We introduced a colour palette that was not only luxurious but also harmonious with MGHF’s existing brand colours. The addition of humorous word play in the supporting copy gave the concept a unique hook. The new brand identity for "Laughter is the Best Medicine" was met with enthusiastic approval from both the MGHF team and the event's longstanding supporters.