Crohn's & Colitis Canada

CHALLENGE A brand that had become stagnant and fractured with many years of no ownership, and employees creating sub brands that undermined the equity. Evolve the brand to maintain the history but not alienate passionate supporters who had heart for elements of the brand. Create a new modern brand for corporate collateral that employees were proud to use. SOLUTION Facilitate a brand assessment that included interviews with an extensive group of shareholders from Board members, to staff, to those living with the disease. A new brand architecture was developed, and a brand identity created that included a new simplified logo, new colours, supporting assets, and brand guidelines