Rebranding a National Amatuer Sports Association

When the Canadian Wheelchair Basketball Association wanted to rebrand itself to better position the organization for growth, engagement and development, we were thrilled to be asked to partner on the transformative initiative by our good friend and project lead, Derek Johnston of Face Value Communications.”

Based on targeted research and extensive client consultations, our team developed a brand strategy to meet the high-level goals and deliver on a central plank of the organization’s strategic plan.

“Goals for the re-brand were to define the brand and its positioning in the marketplace, raise awareness of the sport and expand its audience.”

The brand emerged from productive discussions that emphasized the need to be unique, unconventional and provocative in order to challenge perceptions and amplify the powerful human interest stories. We defined the core brand attributes as being about “ability” and “inclusion” and the fact that Canada is a world leader in the sport.