The Project
In August 2023, the Canadian Council for Aboriginal Business approached pipikwan pêhtâkwan to plan and execute their brand refresh, along with internal and external communications, to be unveiled in conjunction with their 40th-anniversary celebration on May 28-29, 2024, in Toronto. Gaining buy-in of over 2,500 CCAB members was a significant concern, as members had fully adopted the CCAB logo. There was fear that the rebrand might feel too abrupt or imposed.
Through a communications plan that mapped out steps for a gradual, collaborative, and thoughtful transition, the goal was to create excitement and increase positive sentiment towards the rebranding so that changes were well-received by the diverse membership.
Through a communications plan that mapped out steps for a gradual, collaborative, and thoughtful transition, the goal was to create excitement and increase positive sentiment towards the rebranding so that changes were well-received by the diverse membership.
Strong key messaging that told the brand story and an inspiring animated video were key communications tools that enabled the CCAB team to tell their brand refresh story in a natural and authentic way. One of the most significant outcomes was the trust and confidence gained from CCAB’s members. Through a gradual, mindful transition, the rebrand was embraced with open hearts, connecting members to the organization’s past while inspiring hope for the future.
Creative Director: Presley Mills
Lead Designer: Gela Cabrera Loa
Created at pipikwan pêhtâkwan
