Case study

SE Health

The Home of Health. A campaign that reframed home care , and the workers who deliver it , as the heart of the healthcare system, restoring pride post-pandemic, rebuilding the recruitment pipeline, and giving Canadians a new way to talk about where real healing happens.

01 Strategy

Home isn’t a place. It’s a feeling. And a complex health journey can take that feeling away.

A healthcare journey doesn’t just disrupt bodies , it disrupts the sense of home: the comfort, familiarity, and security that quietly shape how we heal. Operating rooms, waiting rooms, recovery rooms , all necessary, none of them home.

Our job was to help SE Health reframe the category, moving home care from a practical service to the emotional heart of the system , and in the process, restore pride in a workforce that had just carried the country through a pandemic.

The brand platform

The Home
of Health.

A platform that doesn’t sell a service , it makes a claim on the category. Home isn’t where care ends. It’s where care belongs.

02 Identity

Warm at the edges. Clear at the center.

SE Health wordmark
SE Red
#D72E3A
Deep Plum
#5A1E3C
Hearth
#9A1F28
Soft Sage
#C7DED8
Warm White
#F4EDE5
Ink
#0A0A0A

The swoosh device

Welcome home.

A curved mark that signals warmth, movement, and arrival , used across every touchpoint.

Type · Geist + Merriweather

Welcome home.

Care, where it feels like care.

Geist 300 carries the clinical clarity. Merriweather italic holds the feeling , a human voice inside an institutional system.

03 Messaging

Three rooms. One home.

Pillar 01

Waiting Room.

Health is a journey. But when care comes to you, you never have to lose the feeling of home. Consumer-facing reassurance.

Pillar 02

Recovery Room.

Home just feels different. Reimagining care so wherever your journey takes you, when you get home, we’re here.

Pillar 03

Work Family.

Being part of SE Health doesn’t only mean you’re part of our family, it means you’ll be part of many others. Recruitment narrative.

04 Activation

A platform that shows up everywhere care does.

Out-of-home and print reframed the consumer narrative. Recruitment extended the platform to the workforce. Employee storytelling anchored it in real voices , from the frontline to the CEO.

‘Waiting room.’ consumer OOH poster held in-environment , SE Health, The Home of Health. Consumer OOH , Pillar 01
Vertical consumer banner , woman on laptop with plum swoosh and SE Health Home of Health lockup. Consumer OOH , Pillar 02
‘Work Family.’ recruitment poster , hallway scene with nurse, patient and family. Recruitment , Pillar 03
‘Dynamic.’ outdoor recruitment poster , two SE Health team members smiling with red swoosh. Recruitment , Pillar 03
‘Balance Sheet.’ partner storytelling poster , physician with an elderly patient. Partnership story
Rear-view mirror environmental still with red swoosh corner treatment , in-market SE Health campaign. Environmental
Red ‘Welcome home’ balloon , SE Health brand-system object. Welcome gift
‘Welcome home.’ red notebook flatlay with eyeglasses and eucalyptus , SE Health stationery. Print · Stationery
SE Health t-shirt with red swoosh and Home of Health lockup , team apparel. Apparel
SE Health tote bag , diagonal plum and white stripes with Home of Health wordmark. Merch · Tote
Melanie, Registered Practical Nurse , ‘I love the independence of running my own day.’ SE Health social quote card.
Shirlee Sharkey, President & CEO , ‘For us, it’s not just a job. It’s a calling.’ SE Health social quote card.

Integrated rollout

TV & Video Out-of-home Print Social & Digital Recruitment Internal & HR Partnerships Employer Brand
05 Measurement

Pride restored. Pipeline rebuilt.

The Home of Health re-ignited a workforce that had just carried Canada through COVID-19 , and rebuilt the recruitment pipeline at the moment the country needed home-care workers most.

Employee pride

A workforce,
re-ignited.

Staff reported a surge in pride and validation after a gruelling pandemic, with an outpouring of appreciation from peers and the public.

Recruitment

Pipeline,
rebuilt.

A significant lift in qualified applications , attracting passionate new talent to home care at exactly the moment the country needed them.

Category reframe

Home care,
repositioned.

Home care moved from “peripheral support” to the emotional heart of the healthcare journey in public conversation and SE Health’s own brand story.

“The campaign’s emphasis on the importance of home care resonated deeply with the workforce , reinforcing the idea that their work was not just a job, but a vital service that made a real difference.”

SE Health , post-campaign internal report