Resident Doctors of Canada naming

resident-doctors
  • Client: Resident Doctors of Canada
  • Type: Consulting
  • Services: Meeting facilitation | branding and taglines

A NEW IDENTITY FOR A FUTURE-MINDED ASSOCIATION: RESIDENT DOCTORS OF CANADA

In 2014, Ascribe was invited to join a team of creative and strategic consultants to rebrand and rename the Canadian Association of Internes and Residents, which has represented the interests of resident physicians since 1972. After establishing the goals of the exercise with the association’s leadership team, Ascribe and a longtime design partner co-facilitated a pair of consultations with Board members to define the criteria for a new name and logo. With resident doctors representing the future of medical practice, we helped the organization migrate from the institutional-sounding Canadian Association of Internes and Residents to the lighter, more approachable Resident Doctors of Canada — emphasizing the professional standing of residents as physicians.