Lives Uplifted: Rebranding and putting a brand into action
Red Skylar Bird

Lives Uplifted: Rebranding and putting a brand into action

Everyday people, doing extraordinary things.

  • Chosen as the agency of record after an extensive RFP process, we undertook the challenge of rebranding Ornge, an air ambulance and medical transport provider that connects Ontarians with critical care.
  • We were tasked with overhauling the brand’s communications framework and establishing a brand statement that addresses their audience’s truths and drives critical recruitment efforts.
  • We brought the brand into action by leveraging this newly established statement, Lives Uplifted and carefully curated brand pillars: Advocate, Educate, Employ.
  • With this campaign now in market, Ornge is reaching and reengaging key stakeholders with a redefined message that communicates their way forward and commitment to the communities they serve.


  • Rebranding
  • Recruitment branding
  • Develop new communications framework
  • Establish brand pillars
  • Reposition brand with public and stakeholders
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