Hospice Muskoka Branding & Design System

Hospice Muskoka started off with one (teal) colour and two serif fonts being used interchangeably. As I got to know the organization, the facility, and the staff, the branding brief became really clear: joy, warmth, and a sense of whimsy needed to come through.

As it is a charitable organization (ie. governed by a board), and well-known in the community, everything was built around the existing logo and teal colour.

When I create colour palettes, I like to sample colours from things that are connected to the person or brand they will represent.

For Hospice Muskoka, I looked to the surrounding environment–plants, flowers, forests, rocks, water–creating the balance between the clinical and the holistic aspects of the organization.

I wanted to create some whimsical elements to dress up backgrounds. I extracted the tree shape from the HM logo, and played around with patterned circles.