One good thing leads to another! While my team was still working on the $250M Exceptional Care Belongs Here Campaign for Mackenzie Health, I received a call from Hospice Vaughan, who who looking for the right marketing partner to create campaign branding and design to build a much-needed residential hospice in the community. After we were selected, the first task at hand was to do a deep dive into the topic of hospice and palliative care. Research is essential to the creation of powerful and authentic branding and messaging. As I learned more about the vastly superior end-of-life experience in a hospice setting compared to that of the hospital setting where most of us die, I was profoundly motivated to do all I could to make this hospice a reality. One of the campaign name and tagline combos I suggested spoke to this experiential difference: “The Better Ending: The Project to Transform Palliative Care”. Although there was no initial request for a logo redesign – I suggested now would be a good time for an update, and the ‘butterfly’ logo was born (butterflies are the international symbol for hospice care). My associates and I went on the create a new website for HV, and I was especially delighted to be asked to write as well as design the all-important Case for Support brochure, which in turn served as the primary source of messaging and copy for all print and digital campaign communications.