The Heart & Stroke Foundation of Canada is a national charity with the mission to prevent heart disease and stroke, leading causes of death and hospitalization for Canadians. With more than 125,000 volunteers and 1 million donors, it needed a cohesive visual system that would help organize and explain its many initiatives to a diverse audience. The new identity establishes an iconic, recognizable brand for the organization as it seeks to connect with Canadians and reignite passion for the cause.