Formerly Heart House Hospice, Hospice Mississauga is Ontario’s largest community hospice. As a key member of the branding team, I helped develop a new name that both grounded the organization in the community and spoke directly to its offering, along with direction for a visual identity that spoke gently to hope and care. The challenge with this project was how to speak about death in a compassionate and gentle way, while both challenging preconceptions about grief and dying and providing education on hospice.