REDEFINING A BRAND TO REFLECT A NEW ERA IN HEALTH EQUITY
How the Canadian Liver Foundation became Liver Canada — and launched bolder than anyone dreamed possible.
The Canadian Liver Foundation knew its brand no longer reflected the organization it had become. It felt institutional and outdated — a relic from a time when equity and lived experience weren’t centered in public health. Under new leadership, it was time for a reset. One that could speak to the communities actually affected by liver disease.
“We launched a new brand and ran the best-performing campaign in our organization’s history. The data speaks for itself — but more than that, our community finally sees themselves in who we are.”
Jennifer Nebesky
CEO, Liver Canada
6.5M+
impressions
2M+
people reached in the first 90 days
People living with liver disease didn’t see themselves in the old brand. It looked clinical, corporate, and disconnected from the reality of their lives. If the organization wanted to grow — and matter — it needed a new identity rooted in equity, prevention, and human connection.
We led a full rebrand and name change, informed by a national discovery process that centered the voices of patients, families, staff, and community partners. The result: Liver Canada — a fresh identity with a new logo, visual system, and voice. Designed to be bilingual, accessible, and flexible across channels, the brand needed to do it all: unify the organization, reflect its mission, and show up powerfully across everything from print materials to digital campaigns.
The new brand officially launched in January 2025 — and Liver Canada didn’t hold back. In just the first quarter, we supported two national campaigns to introduce and activate the brand:
- The Brand Awareness Campaign reached 1 million + and delivered 2.7 million impressions on Meta alone. It generated over 12,000 landing page views and increased monthly revenue by over 10% — despite no fundraising ask.
- The Liver Health Month Campaign in March went even further, reaching 1.08 million people and generating 3.76 million impressions across Meta, Reddit, and Google. The campaign smashed benchmarks, with some of the best CPM and cost per landing page view metrics the organization had ever seen.
Both campaigns prioritized education, equity, and engagement. Audiences responded especially well to assets that framed liver health as something vital, visual, and empowering.
This wasn’t just a visual refresh. It was a cultural shift, and a strategic one. Our work together helped reposition Liver Canada as a leading voice in prevention, education, and support. It also signaled something bigger: that the organization is now truly centered on the people it serves.
