RGD Ontario


	The Toronto communication agency updates Healthcare of Ontario Pension Plan’s 50-year-old brand and provides the pension plan with a fresh new look Healthcare of Ontario Pension Plan (HOOPP) (formerly Hospitals of Ontario Pension Plan) is one of the largest pension plans in the country. In celebration of its 50th year, HOOPP made a decision to update its brand to better represent them for the next 50 years. Toronto branding and communication agency Zync took on this project. After changing their name and having Zync refresh their identity, HOOPP has launched their new brand to the world. Created in 1960, HOOPP is administered by a partnership of employers and representative unions and governed by a Board of Trustees. HOOPP is the pension plan of choice for Ontario's healthcare sector with over 300 participating employers and more than 250,000 plan members and retirees. Zync’s challenge was to combine strategy and creative to help HOOPP define a voice and connect with its audience. Marko Zonta R.G.D., Creative Director and founding partner of Zync explained the design considerations that went into the brand creation. “Based on the research and strategy that was done as a part of the overall project, we knew that we had to create a brand that would better reflect their story of growth and stability, without making them look like a financial institution. We had to also portray their renewed focus on members by creating an approachable and nurturing look. We felt that a stylized tree and sapling captured the essence of their brand. A lot of time was spent on creating an icon, combined with a stylized font, that would truly become their own.” Zync is now working with HOOPP to apply the new brand across a variety of their communication and marketing materials.