Praxus Health

Transforming Healthcare Together

_SECTOR: PUBLIC HEALTH

In 2024, Emergence partnered with 19 To Zero to conduct a full organizational rebrand—including a new visual identity, name and logo, as well as a strategy for clear and impactful communications. This collaboration transformed 19 To Zero into Praxus Health.

Through research and interviews, Emergence identified the brand’s goals, values, and model of work, refocusing priorities as the pandemic’s urgency waned. This enabled Praxus to seamlessly expand their scope into other health topics, such as lung and cervical cancer, and reimagine their approach to community health.

Since its launch, the Praxus brand has gained significant momentum, supported by new campaigns and materials as the organization takes on broader challenges in the health space—with Emergence providing strategic guidance throughout this transition.

Branding | Campaign Development | Copywriting  | Graphic Design | OOH | Organic Social Media | Organization Building | Paid Social Media | Research | Strategy | Video Production | TV | Web Design

_THE CHALLENGE

As the immediate crisis of the pandemic subsided, systemic challenges in healthcare became more evident. Public authorities, hindered by bureaucracy, struggled to move quickly to meet rising challenges within the system, while private funders, though nimble, faced community trust issues. This imbalance created a significant gap in the Canadian public health system.

19 To Zero found itself uniquely positioned at the center of this divide. Originally focused on COVID-19 education, behavior change, and prevention, the organization’s scope expanded. As it evolved, 19 To Zero took a step back to redefine its identity and direction—aiming to tackle broader healthcare challenges. This shift necessitated a full rebrand, including a new name, one no longer tied to COVID-19.

_SEARCHING FOR THE SIGNAL

Over the years, 19 To Zero has built a trusted team of experts dedicated to driving meaningful behavior change. By connecting sectors across public and private domains, the team uses a multimodal approach to solve complex health challenges and empower communities. Through workshops and in-depth discussions about 19 To Zero’s work, Emergence helped clarify the organization's mission and approach.

Through this process, it became evident that 19 To Zero's strength lay in their unique methodology and collaborative spirit. Together, we crafted a brand positioning that highlights these aspects. This strategic insight formed the foundation of their new brand, emphasizing both how they work and who they work with to drive impactful health initiatives.

_EMERGENCE

Building on the brand positioning, Emergence developed a full new brand, including a messaging framework and suite of branded materials.

The first step was establishing a new name: "Praxus Health" blends “praxis” (the practical application of knowledge into action) and “us” (highlighting their core value of working together). The Praxus visual identity is rooted in adaptability, collaboration, and groundedness. The logomark, formed by two shapes creating a “P,” symbolizes individuals coming together to create something new. Its asymmetry, paired with the fluidity of the broader brand, reflects Praxus’ innovative and collaborative spirit, balancing vibrant colors with adaptable shapes and patterns.

Emergence extended this brand identity through messaging and boilerplate language for the Praxus Health website, along with conference materials, social banners, and other branded assets, ensuring consistency across all touchpoints. These elements reinforce Praxus Health's values and enable clear, impactful communication in both digital and physical spaces.

_EVOLUTION

Praxus Health officially launched in November 2024 at the Canadian Immunization Conference in Ottawa. 

Evolving to meet systemic challenges, Praxus acts as a catalyst for change, committed to making a tangible impact. Their collaborative approach unites partners across sectors to address the needs of priority populations, including Indigenous, rural, and remote communities, newcomers, and immunocompromised communities. 

Through its own research and collaborations with partners, Praxus Health has become a trusted leader in understanding public perceptions and behaviors—starting with vaccines and with plans to expand into other pressing health topics, such as lung and cervical cancer.

Campaigns

As part of Praxus Health’s evolution, Emergence partnered with the organization to develop a school-based vaccine campaign aimed at increasing routine immunization rates. Through research-driven messaging and strategic creative, we engaged parents and children while providing clear information on vaccine availability.

School Based Vaccines

Many parents support vaccination but struggle with access due to provincial differences in distribution and administration.

Emergence creative developed a campaign rooted in parents’ everyday experiences, using relatable moments to normalize routine vaccines and encourage open conversations instead of pressure. This first installment lays the foundation for ongoing dialogue between parents and children, fostering lasting community health benefits.