How Nordic Media Created the Government of Alberta’s “Help is on the Way” Brand

Over the years, Nordic Media’s clientele has changed dramatically. But no matter who we are working with, our goal remains the same. As a creative agency, our objective is to provide our clients with marketing that tells our client’s story. We listen intently to understand the story our client wants to tell, and envision creative dreams into content that is both meaningful and motivational.

Nordic Media was recently tasked with working alongside the Government of Alberta to create a brand for a new venture called “Help is on the Way.” This initiative is a promise the Government of Alberta made to Albertans to take immediate action to reform Alberta Health Services. This includes decreased ER wait times, reduced surgical wait times, faster EMS response times, and empowered frontline workers to deliver world-class healthcare. With such an important story to share, the Government of Alberta approached Nordic Media to design a brand for the initiative.

A brand guide is a rule book that describes how an organization, business, or individual presents themselves to the world. It includes details such as logo, type, colors, images, patterns, tone of voice, and much more. A guide ensures that all content created is recognizable and consistent, and ensures that the voice and values of the organization is heard in every moment of the user experience.

Here’s some of the steps we took to tell the “Help is on the Way” story through brand development:

• Writing the Story:

We first spent time determining the key words and emotions that the brand should portray to its audience. What feelings will a viewer experience when reading Help is on the Way content? What ideas or motivations come to life? Help is on the Way’s marketing goals were to share vital health information and updates to all Albertans. This meant that the brand itself needed to be clear and concise, universal, and professional. Once we determined the large-scale tenets about the overall values of the brand, we began to finesse the visual elements that would portray these concepts best.

• Choosing Colours:

When selecting the brand colours for “Help is on the Way”, we chose colours that were a higher saturated version of Premier Danielle Smith’s own brand colors; gold and navy blue. We also chose colors that were trustworthy, hopeful, and confident. The deep blue and teal portrays calmness and certainty, and the orange-tinted gold cross icon is a youthful color that inspires hope in the days ahead.

• Designing a Logo:

As the audience reads the “Help is on the Way” logo, their vision first lands on the plus icon. We picked a simple icon that was easily recognizable in the healthcare industry, and asserted the goal of the brand: to provide healthcare to all Albertans. 

Next, they read the word “help”. This is a powerful and valuable word. We wanted Albertans to know exactly what this brand was about; health and help. Next, their eyes wander to “is on the way”. We now read the logo as a promise; health and help are coming to each Albertan. They will not need to wait much longer. There is hope for the Albertan healthcare system.

• Tone of Voice

When designing digital assets with the “Help is on the Way” branding, we began each board with the word “We”. We desired to communicate the team behind the message that is working together to create a more efficient healthcare system. Each player has a role to play, and they each understand the core goals of their mission. The boards also do not say “We will try,” or “We will work on”. Instead, they say “We are”. Our tone of voice is secure. It is certain that it will complete the mission it set out to do. This tone of voice is both confident and reassuring.

• Imagery

Our imagery emphasized the diversity of individuals who both serve and benefit from our healthcare system. Each of us has needed the guidance and support of a healthcare worker in our lives. We wanted to use imagery that honoured their support of Albertans, and also displayed how each of us, from children to the elderly to everyone in between, have been steadied by the stable hands of healthcare workers. We used imagery from within the hospital of smiling patients and doctors, a hopeful imagery that gives the audience a sense that help is available to not only our patients, but will help and support our doctors as well. 

As creative agency, we at Nordic believe in the power of a story. What’s your story? We would be honoured to help you share it with the world.