A Brand Refresh for a National Not-for-Profit
Based on our considerable experience in healthcare branding and (we think) a darn nice proposal, McGill Buckley was hired by the Canadian Centre on Substance Abuse (CCSA) to lead the research, planning and creative development of a comprehensive brand refresh.
Given our work and involvement with the Dave Smith Youth Treatment Centre, it was a project that we very much looked forward to.
“The Canadian Centre on Substance Abuse is a national, not-for-profit organization.”
Brand Discovery
Our work with the Canadian Centre on Substance Abuse included significant stakeholder engagement activities including focus groups and discovery sessions with senior management, staff, volunteers, partners and board members. During those sessions we helped gather and consolidate opinions about what CCSA did, who they worked with and the difference they were making in the lives of substance abuse professionals, researchers and many others. It was a fascinating process with a group of awfully smart people.
Brand Development
Working closely with the Director of Communications, her hard-working team and members the senior management team, McGill Buckley took the information gathered from the discovery sessions to create an overall brand strategy and a series of recommendations. Included was a comprehensive brand messaging platform, an all-new brand identity system and supporting brand colour architecture. McGill Buckley also developed the brand visual standards and created a host of brand collateral materials including standardized publication templates, kit folders, corporate displays, stationery package as well as updated designs for the various CCSA websites and social media properties.
