Case study
Rosalind and Morris
Goodman Cancer
Institute
- Strategic Support
- Brand Image and Territory
- Engagement Data Management
- Web Development
Founded in 2008, the Goodman Cancer Research Centre (GCRC) at McGill University was designated as an Institute in 2020, allowing it to expand as a collaborative hub for researchers, clinicians, and educators. This significant milestone presents an opportunity to engage its partners and stakeholders, including funders, donors, and graduate students at local, national, and international levels. To achieve this, the Goodman team collaborated with Riposte to conduct a positioning and branding exercise.
The consultation process at the core of the positioning exercise helped uncover what makes the Institute unique, aiding in the definition of its brand pyramid and communication 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.
