Fairmount Home is a long-term care home serving Kingston and Frontenac County since 1968. It is run and operated by the County of Frontenac who recently underwent a major rebrand. The existing visual identity for Fairmount was tightly based on the previous Frontenac identity which is no longer in use. Fairmount decided to update their own identity in time for their 50th anniversary and to breathe new life into their updated strategic plan and their brand.
Breathing New Life Into
A Long-Term Care Brand
Project Scope
- Brand strategy
- Verbal identity
- Visual identity
- Collateral design
- Motion graphics
- Brand guidelines
Guided by the Gentlecare® philosophy, Fairmount Home provides exceptional resident-centred quality care in a safe, respectful and compassionate home.
Gentlecare® means remembering that each of our residents brings their own life experiences and care should be shaped to reflect the individual and their wishes. It means looking beyond the tasks we must do to see the grandmother, grandfather, wife, husband, sister or brother. To listen to the stories, to share a laugh and even a tear. It is about embracing the moments and cherishing those we care for as well as each other.
Gentlecare®. We live it and breathe it. Together. Because it takes a community to care as deeply as we do each and every day.
Core Themes
Caring
A devotion to nurture and care for others.
Individuals
Each resident is unique and brings their own life experiences. They are empowered to make individual choices.
Community
Inclusion and collaboration. Together we are able to care as deeply as we do every day.
Gentlecare®
At the core of everything we do.
The Fairmount identity is shaped by individuals coming together.
That is Gentlecare®.
Project Credits
Creative Director: Jon Allison, Backcountry
Brand Strategist: Kathleen Vollebregt, Avenue Strategy
Identity Designer: Jon Allison, Backcountry
Motion Graphics: Tara Pelow, Morewood Design
Copywriter (Animation): Charles Blackwell
