Country Base: Canada
Industry/Sector/Keywords: Membership, Associations, Nonprofits, Business, Gifts
Below: Before and After Images in Slide Show, Video, Summary, Credits
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Canadian Gift Association – www.rebrand.com/canadian-gift-association-images
Industry Setting
The Canadian Gift Association (CanGift) is a nonprofit rooted in a 40-year history. The Association is dedicated to improving its members’ competitive capability and business effectiveness in Canada’s $10-billion giftware industry.
Challenge
CanGift was transforming itself to continue meeting the industry’s needs. This transformation needed support through a new positioning, a new name and visual identity program. Additionally CanGift wanted to better align their visual expression across all their shows and communications touchpoints, which, through years of acquisition and change, had become fractured and inconsistent.
Strategy
Through an extensive consultation process with CanGift – plus their members and the retailers – we articulated a fresh brand promise. This came to life in the new tagline: Inspire. Connect. Succeed.
The new logo reflects Canada’s diversity, the building blocks of dynamic trade, as well as their past experience and multi-dimensional future. The new verbal and visual identity platform create a bold, dynamic image across all communications channels, including social media and video. Straightforward, flexible guidelines ensure brand alignment across all touchpoints.
Finally, we developed a unified brand architecture and brand expression for their Alberta, Quebec and Toronto Gift Fairs, with updated names, new visual identities, and the tagline, Engaging Retail. This identity system was developed with maximum flexibility to allow for future needs that would span signage, collateral, and digital applications.
Result
The new brand debuted at the Toronto Gift Fair in January 2014. CanGift launched their updated website and rebranded social media channels to much acclaim and stakeholder fanfare.
The new brand identity articulates the Association’s key mandate and responds to the evolving business environment. CanGift’s suppliers, members, and the buyers they serve have enthusiastically embraced the rebranding.
Client: Canadian Gift Association – www.cangift.org
Brand Strategists/Designers: Projektor Brand Image – www.projektor.ca
Creative Direction: John Furneaux
Brand Strategy:
Lisa Boccaccio
John Furneaux
Jon Packer (Idea Workshop)
Design:
David Adams
John Furneaux
Kostas Zaphiropoulos
Project Management: Jo-Anne Sheffield (Idea Workshop)
