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CDHF
HOW CDHF BECAME A GO-TO WELLNESS DESTINATION
DEFINE THE PROBLEM
The Canadian Digestive Health Foundation (CDHF) is a leading authority in digestive health, trusted by both the public and healthcare professionals. But to grow beyond being a source for digestive disorder information, CDHF needed to establish itself as the trusted destination for dietary and nutritional content and advice – cementing its role as a leader in the broader health and wellness space.
THE IMPACT
Through a strategic rebrand, CDHF evolved from a specialized health foundation into a modern wellness authority. The new identity positioned CDHF as credible, approachable, and relevant across multiple touchpoints – making it the go-to resource for Canadians seeking trusted health guidance.
DESIGN THE SOLUTION
Following our branding methodology, we began with an in-depth analysis of CDHF’s brand state – identifying key equities, opportunities, and existing perceptions. We also evaluated industry trends and external factors that would shape the rebranding strategy.
From this foundation, we defined a distinct and disruptive creative territory that CDHF could credibly own. This direction guided the creation of a new brand identity, including visual and tonal guidelines, supported by a comprehensive style guide to inform all future communications.
DEPLOY THE PLAN
New Brand Identity: Delivered a refreshed visual and tonal system that aligned with CDHF’s leadership role in wellness.
Style Guide: Built a comprehensive framework to ensure clarity, consistency, and scalability across all communications.
Channel Applications: Creative direction for the new identity across social media assets and experiential campaigns to prove impact and consistency across every touchpoint.
WHY IT WORKED
The rebrand elevated CDHF from a niche health authority to a trusted wellness destination. By anchoring in credibility while expanding into dietary and nutritional expertise, CDHF strengthened its role as both a reliable source for professionals and an accessible guide for Canadians navigating their health journey.
ELEMENTS
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Logo / Wordmark Design
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Competitive & Category Audit
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Brand Book
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Creative Discovery & Trends
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Style Guide Development
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Stakeholder Interviews and Research
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