With over 1,600 member companies, formerly named Canadian Gift & Tableware Association needed to make sure its brand transformation was supported with an embraceable brand positioning, architecture, name, and visual identity.
We began with extensive research – the results of which helped us form a foundational brand positioning, workshopped with staff to identify proofpoints and barriers. This effort enabled us to articulate a strong brand promise that would ignite interactions and empower connections. From the promise grew a brand story, making the Association’s value clear and relevant, and reinvigorated the Association’s reason for being. The Canadian Gift Association, or CanGift, was reborn.
From there, we crafted a rallying tagline – Inspire. Connect. Succeed. – and a bold logo under the new name, and dynamic visual identity system. We also fully realigned all Gift fairs under CanGift’s umbrella brand, while allowing them to maintain their own distinct presence in the market. Together, the master- and sub-brands work to create a modern, inspired, and unified brand experience.