Otipemisiwak Métis Government.
The Otipemisiwak Métis Government Children and Family Services department (CFS) wanted a brand strategy and a unique visual identity and brand voice for CFS that would differentiate it from the general Otipemisiwak Métis Government brand. This brand strategy needed to address the needs of six programs within CFS, remain flexible to the development of future programs, and ensure that CFS has a cohesive overarching brand that thoughtfully integrates its various program brands.
Since 1928, the Otipemisiwak Métis Government has governed the Métis within Alberta and is recognized as such by the Government of Canada through a self-government agreement signed between the parties in 2023. Within the Otipemisiwak Métis Government, the Children and Family Services department (CFS) provides culturally appropriate opportunities and initiatives for Métis families to maintain and enhance connections with community, culture, programs, and services. These initiatives are designed to help Métis families thrive within their communities.
When the CFS came to us, they had five programs within the department, but were lacking both a clear brand strategy to ensure a recognizable and trustworthy brand and a cohesive brand identity that would foster strong brand recognition.
500+
Hours of delivery per month
3
Years working with Beacon
6
Fewer staff members were needed as a result of our service
Our solutions.
With the strategic goal of creating continuity in the visual language that “speaks” for the various CFS programs, Beacon undertook an extensive discovery process to better understand the perspectives, needs, and pain points related to the existing CFS department branding. We circulated a discovery survey to key individuals within the different CFS programs, coded their responses, and identified commonalities and outliers in the respondents’ thoughts and feelings about the future CFS brand.
Based on our findings, we recommended and subsequently developed a Branded House strategy in which the CFS programs would be housed under one branding umbrella, tying together the programs with a consistent visual identity that feeds into the CFS parent identity. With a focus on visual language, copy style, and audience characteristics, we created a brand strategy that incorporates department-wide, audience-specific, and program-specific elements, along with guidelines to ensure the integrity of the CFS brand.
The payoff.
By creating CFS-wide brand elements that would serve as “threads” connecting each program brand, including logomarks, fonts, key visual components, textures, patterns, and colors, we ensured that each program has its own identity and attributes while building and maintaining a recognizable and trustworthy overall brand for CFS.
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