Broken Heart Love Affair - "BHLA Brand Refresh - The Heart Likes It"

New look designed to better mobilize donors and partners around the human mission

The Société de Soins Palliatifs à Domicile (SSPAD) and its Foundation proudly unveiled their new visual identity, developed in collaboration with BHLA through its Montreal office, Agence BHLA. This ambitious project also includes the complete redesign of the foundation’s website, now more contemporary and intuitive, reflecting the organization’s essential mission.

The SSPAD is a non-profit organization that provides free, high-quality palliative care at home. These services are intended for individuals with cancer or other advanced-stage illnesses who wish to spend the final stage of their lives in the comfort of their homes, surrounded by their loved ones.

This transformation in the visual identity aims to strengthen SSPAD’s visibility and better mobilize donors and partners. It includes a redesigned logo that prominently features the acronym SSPAD to simplify the organization’s recognition. The colors, typography, and symbols used harmoniously reflect the unique partnership between the patient, their family, and the SSPAD staff, placing humanity at the center of the experience.

“Redesigning the SSPAD visual identity and website was a deeply meaningful process. The team’s dedication to palliative care and their commitment to providing comfort, dignity, and connection at life’s final stage guided every creative decision. Our goal was to craft a brand identity that truly reflects SSPAD’s unique approach—one that prioritizes humanity, warmth, and honouring lives well lived. This project was not just about design; it was about capturing the essence of SSPAD’s mission and ensuring that their visual presence resonates with the compassion they bring to their patients and families every day,” says Rachelle Claveau, EVP & National Managing Director, Agence BHLA.

“Thanks to the experience, dedication, and passion of the BHLA team, we were able to develop a visual identity that is both human and aligned with our values. The new website, both intuitive and user-friendly, is a key tool that will allow us to better communicate our services, mobilize donors, and attract new partners. This work perfectly reflects our mission to continue providing free, high-quality palliative care to those who need it most,” affirms Laurence de Villers, Executive Director of SSPAD and its Foundation.

This project marks a significant milestone for SSPAD, which continues to position itself as a vital player in the landscape of palliative care in Quebec.

About the Société de Soins Palliatifs à Domicile (SSPAD)

The Société de Soins Palliatifs à Domicile du Grand Montréal (SSPAD) is a non-profit healthcare organization whose mission is to provide free, high-quality palliative care and services at home to individuals with cancer or other advanced-stage illnesses who wish to spend the final stage of their lives at home. Additionally, SSPAD contributes to the advancement of palliative care knowledge and the development of scientific and clinical innovations that promote the evolution of palliative care at home.

About the Foundation of the Société de Soins Palliatifs à Domicile (FSSPAD)

The mission of the Foundation of the Société de Soins Palliatifs à Domicile (FSSPAD) is to raise and manage funds to support the Société de Soins Palliatifs à Domicile du Grand Montréal (SSPAD). The funds collected by the Foundation (FSSPAD) enable SSPAD to provide free care to 1,200 patients annually and support 400 caregivers.

About Agence BHLA (Broken Heart Love Affair Montreal) -

Named one of Ad Age's Best Places to Work in 2024, Broken Heart Love Affair was also awarded Bronze Agency of the Year in 2024, Small Agency of the Year in 2022 by Strategy, The ADCC Scarlet Letter Small Agency of the Year 2024 and Ad Age’s Silver “New Agency” in 2021. BHLA’s mission is to unite top talent in the industry to rekindle a love for brands, clients, and the creative community. Its client portfolio includes Burger King, Kruger Products (Cashmere, SpongeTowel, Bonterra), Liberté en VR, Dairy Farmers of Ontario, Destination Ontario, Lactalis, Parkinson Canada, Royal Ontario Museum (ROM), Simplii Financial, Société de soins palliatifs à domicile, Wawanesa, World Vision, Olmsted Outerwear and In the Raw.