St. Joe's Health Centre Foundation

The Challenge

St. Joe's was preparing the largest fundraising campaign in its history, for a new hospital that would serve Toronto's west end for generations. The task wasn't to announce a capital campaign. It was to build a platform that could inspire donors and evolve over an eight-year journey.

The Thinking

The insight: extraordinary wasn't something St. Joe's was aspiring to become. It always had been. That became Home of Extraordinary. Rather than center the campaign on a building, we centered it on the people, care, and innovation that had defined St. Joe's for a century. The hospital became a continuation of that story, not the story itself.

The Outcome

Home of Extraordinary became the unifying platform for the Foundation's largest campaign to date, from quiet phase through public launch. It helped land a $60 million lead gift from Peter Gilgan, the largest donation in the hospital's history, and carried the vision for a new patient tower with 340 private rooms, expanded surgical capacity, and dedicated mental health floors.

My Role — Creative Strategy

I led development of the campaign platform, translating brand strategy into a long-term idea that could flex across audiences, phases, and executions.