Mount Sinai 100

Sinai Health Foundation

Toronto, ON

The Mount Sinai 100 campaign marks Mount Sinai Hospital’s centenary, driving fundraising and donor engagement activities. Designed in-house by Sinai Health Foundation, the campaign draws from history, reviving the hospital’s 1973 symbol and integrating it as an abstract window for imagery. A celebratory logo combines the existing star from Sinai’s masterbrand with bold sans serif text, complemented by a nostalgic yet contemporary colour palette. Phase 1 of the campaign highlights history, Jewish roots and past milestones, and Phase 2 shifts focus to innovation and the hospital’s future, retaining the brand’s essence and dynamic angles. The photo treatment merges current staff with historical images, giving the campaign a forward-looking perspective. The campaign culminates in a gala which has surpassed its fundraising goals.

Judge’s Pick

Jem Pellerin, Manager of Design, Production & Operations at Royal Alberta Museum in Edmonton, AB

“By bringing back the Star of David designed in 1973 for its logo, Mount Sinai Hospital’s creative team found the perfect bridge to introduce the right amount of nostalgia into the centennial graphic guidelines. The clean lines and solid colours were the perfect excuse to nod at another broadly known design classic: the Swiss style of the 1960s. The merger of the iconic star and the International Typographic Style allowed a systemic yet playful graphic approach (in a retro kind of way). The simplicity of the geometric grid and the sans-serif font bring to the campaign a set of creatives that can be rendered in so many ways while still staying easily recognizable. Celebratory brands can sometimes feel stuffy and overwhelming, but quite the contrary for this one!”