Over the last three decades, the population served by Markham-Stouffville Hospital has grown from less than 150,000 to over 350,000, with a marked shift in demographic representation. To add to the change, the Hospital Corporation itself now also encompasses Uxbridge Hospital, the Reactivation Care Centre in North York, and several community-based services. Together with B3 Strategy, we embarked on a journey to explore a new name, brand platform, and corporate identity that would align and unify the multi-site organization.