Choosing Wisely Canada

Social Good Award Winner

The Agency of Love and Logic

Toronto, Ontario, Canada

Client: Unity Health Toronto

A distinctive dash creates moments of pause, while medical-inspired icons reinforce the subject matter. A flexible grid enables campaign-specific expression within a cohesive framework. The resulting identity gives complex health communications clarity, consistency and impact across diverse audiences and applications.

Choosing Wisely Canada, a national initiative of Unity Health Toronto, needed a visual identity that could challenge unnecessary medical tests and treatments while engaging physicians and patients. With strategy established, design translated the message into an approachable, authoritative system.