New Brand Identity for The Lighthouse, Children and Families Organisation Helps Brand Shine Bright

The Lighthouse, Children and Families is truly a beacon in a storm that most families don’t dare imagine. As Quebec’s first paediatric palliative care centre, the organisation has been supporting children and their families for more than two decades – from their initial diagnosis, throughout the development of their illness, up until the end of their life, then throughout the grieving process. The organisation offers its services free of charge, relying mainly on the generosity of the community to continue its essential mission.

McCann Montreal has been a proud partner and supporter of The Lighthouse since 2019. Since joining forces, more than twenty McCann team members have contributed their time and talent to develop creative in support of the organisation’s communications and fundraising initiatives. This week, the team at McCann is proud to share a refreshed brand identity for The Lighthouse, designed to modernise the brand while reflecting the organisation’s unique mission and its ambitions.

The Lighthouse has maintained the same brand identity for many years, but over time the organisation has taken significant steps forward, reaching across Quebec and outside the province, and adding care options and services as the needs of children with life-threatening illnesses and their families continue to grow. With a desire for a more modern brand identity that could help The Lighthouse stand out among other children’s charities and better reflect who they are today, the organization reached out to McCann’s strategic branding and design team for help.

“The brief was clear. They needed a refreshed brand identity that was modern, distinct and bold. And yet, at the same time, it was still essential to communicate the deep caring and community that makes The Lighthouse so special,” said Dave Roberts, executive creative director at McCann Montreal.

The centrepiece of the new brand identity is the brand’s new logo. Previously, the brand used a childlike illustration of a lighthouse, which worked very well in the organisation’s early years to communicate the beacon of hope The Lighthouse provides to children and their families. The new logo design continues to reflect the guiding light that comes from a lighthouse, now brilliantly illustrated by three interconnected rings in different shades of blue that represent the different stakeholders of the organisation and how they support each other. When combined, the icon and word mark form a metaphorical lighthouse – a true beacon of support to those in need. The brand design work was led by designer Kate Brunn at McCann Montreal.

“The outermost circle of the logo represents our donors, caring community, caregivers, volunteers and partners.; the second circle represents the families; and the innermost circle represents the children said Lyne St-Martin, executive director of The Lighthouse, Children and Families. “All these parts form a whole reflecting the mission of the organisation that brightens the lives of the children, shining a light for those who left too soon and, with the support of the community, illuminating the path forward for the families.” 

Says McCann’s Dave Roberts: “The new identity perfectly illustrates the commitment, respect, compassion and selflessness described by the families, staff, volunteers and donors we met as part of our strategic and creative process. Over the next decade, it will be used in the organisation’s future plans as they prepare the next generation of professionals and volunteers, and foster community and philanthropic solidarity.”

The team at McCann delivered a comprehensive brand identity and brand guidelines, including guidance on the logo and tagline, colours, typography, graphic elements, photography, and brand tone of voice.

This week, The Lighthouse also announced a new spokesperson, Jorane, an internationally recognised musician and mother of a child receiving services from the organisation. Through her involvement and by carrying the Lighthouse’s messages, she will help raise awareness about paediatric palliative care in Québec and give hope to families of children with life-threatening illnesses.