Goodman Institute

Services

Strategic Support
Brand Image and Territory
Engagement Data Management
Web Development

Founded in 2008, the Goodman Cancer Research Centre (GCRC) became an Institute in 2020, allowing it to develop itself as a collaborative hub for researchers, clinicians, and educators. With this milestone, the GCI team saw an opportunity to brand the Institute to help mobilize its partners and stakeholders including funders, donors and graduate students at the local, national and international levels.

Riposte conducted a positioning exercise to uncover what makes the Institute unique to help define its brand pyramid and its communications strategy.

The Knowledge

to Cure

The new positioning, The Knowledge to Cure, demonstrates the GCI’s leadership position in the cancer research space and offers great opportunities to engage with the community.

A comprehensive brand territory

To bring the new brand to life and ensure consistency in its use, our mandate included with the creation of various tools, stationery and merchandise.

A transformative
digital ecosystem

As part of this mandate, our team also developed an innovative digital ecosystem and crafted a narrative to help audiences easily understand the GCI’s mission and the importance of supporting it. The new ecosystem allows the Institute to optimize its business processes through a centralized database and the automation of several time-consuming processes. We also undertook a complete redesign of their website, offering an improved user experience and increased visibility.

Finally, Riposte created social norms to help GCI’s communications team promote consistent, striking and highly recognizable communications throughout its channels.