PROJECT

ALS Canada Branding

B3 BUILDING BLOCKS

Brand Research & Auditing

Brand Stakeholder Engagement

Brand Positioning &

Strategy

Brand Messaging & Storytelling

Brand & Product Naming

Brand Identity Creation

Brand Management Systems

The ALS Society of Canada has a broad and challenging mandate; the organization wears a great number of hats and must also communicate to a wide variety of stakeholders. The organization was beginning to fracture.

To uncover why, we workshopped with staff and key stakeholders, ensuring a variety of roles were represented. We uncovered a key insight: Despite the organization’s latest efforts, ALS Canada was not bold or transparent enough. Through the idea of “many roles, one community,” we developed a suite of personas their audiences could connect to, with ALS Canada at the helm as the lead “Change Agent.”