Guiding a complex stakeholder process to deliver a unified brand identity, website, and communications plan that resonates across diverse cultural segments and generations.
ID: A brief animated video featuring the reveal of the HF Care logo. It is a small, colourful circular logo: it shows a red sun inside two orange half-rings like a sunrise, sitting above three wavy blue bands that look like ocean waves. To the right of this logo, in large bold black letters, are the words “HF Care,” and directly underneath in smaller, regular black text is the tagline “Asian Mental Health and Well-Being.”
ID: Younger Asian woman (daughter) in an orange top hugs an older Asian woman (mother) in a light shirt as they both smile with eyes closed, framed by a soft orange abstract graphic on the right. Overlaid is flowing orange graphic lines. The word “Welcome” is tiled in Vietnamese, Simplified and Traditional Chinese, Korean, Khmer, and English, in light text on the left.
The Project
Hong Fook, a GTA-based purpose-driven nonprofit and registered charity, approached AndHumanity with a highly complex rebranding project to address critical inclusion challenges that had arisen for their long-standing organization. They recognized the necessity of a long-term sustainability plan to meet evolving community demands beyond limited public funding. They also realized their existing name did not resonate with four out of five cultural groups they focused on, creating access barriers; thus, rebranding was prioritized to reflect inclusivity accurately and unlock new partnerships.
Our unique approach
AndHumanity undertook a comprehensive rebranding initiative involving board engagement, audience research, brand strategy, creative development, website design and development, and a fully integrated marketing and communications plan. The new brand identity – recently launched – aims to resonate across diverse cultural segments while remaining dynamic enough to resonate with current patrons as well as adapt to future audience growth. The initiative was a resounding success, generating alignment at every step from the new name, the brand strategy, and the resulting website and brand platform from a very wide variety of parties (both internal and external). Ultimately, audiences can feel that HF can continue to be a longstanding leader in the Asian mental health space for the Greater Toronto Area.
ID: An older Asian man and a middle-aged Asian woman practice gentle movement together in a green park, overlaid with flowing blue graphic lines.
ID: A close-up, over-the-shoulder view captures an intimate moment during a counselling session, overlaid with branded orange wavy lines. In the foreground, an individual with long dark hair and glasses, wearing a sage green sweater, clasps their hands near their face in a gesture of reflection or deep listening. Opposite them, the counsellor is visible from the chest down, wearing a grey cardigan and holding a pen and clipboard, gesturing gently to indicate active engagement and support.
ID: This image shows several white business cards arranged in a scattered pattern on a light blue background, all belonging to the same organization called “HF Care Foundation,” which focuses on Asian mental health and well-being. Each card is horizontally oriented and very clean in design, with lots of empty white space. On some cards, the top left corner shows the HF Care logo: a simple round icon with a warm orange half-circle sun rising over layered blue waves, followed by the text “HF Care Foundation” in black. Other cards show the slogan in both Chinese and English; the English line reads “Where care is the place for hope,” printed in bold dark text near the center. One prominent card displays a person’s name, written in both Chinese characters and English, along with a job title and contact information such as phone number, email, website, and small social media icons lined up neatly near one edge.
ID: A laptop sits on a dark desk, its screen displaying a website with a warm pink background and curved stripes in deeper pink and red. At the centre, an older person with gray hair and a younger person embrace tightly, their faces blurred, symbolizing comfort and support. Above and around them are welcoming greetings in multiple Asian languages and a bold message about care and hope, while the top of the page shows the HF Care logo and navigation links.
ID: Close-up of a hand holding a smartphone that displays the HF Care Instagram profile with circular story highlights and a grid of posts featuring Asian community members and bright brand colours. To the right, a larger layout shows multiple HF Care social media tiles, including messages about Mental Health Week, Pride Month, office hours updates, and smiling portraits, topped by the HF Care logo with a stylized sun and waves and the words “HF Care – Asian Mental Health and Well-Being.”
ID: An open brand guideline booklet lies flat against a vibrant yellow background. The left page features a bold purple design with the English heading “Defining our Brand” followed by translations in Traditional Chinese, Khmer, Korean, Simplified Chinese, and Vietnamese, reflecting the linguistic diversity of the community served. The right page details the mission to champion culturally rooted mental healthcare and features a heartwarming photo of a young girl and an older man, both of East or Southeast Asian descent, smiling at one another and giving thumbs-up gestures.
ID: A collection of presentation slides is scattered across a white surface, showcasing the HF Care Foundation’s visual identity. The slides feature clean white backgrounds with fluid, wavy graphic accents in purple, teal, and coral. Several slides highlight joyful portraits of older adults of East or Southeast Asian descent, including a smiling man with glasses, a woman outdoors, and a group of three women embracing. The remaining slides display structured layouts with placeholder text and data points, illustrating a professional and accessible communication style.
“Add a quote here from the client if one exists. If there isn’t, we can maybe try getting one from the internal team who was involved in the project who wants to celebrate a success, avoiding only celebrating the client.”
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