Community Care Access Centres
Background
Community Care Access Centres (CCACs) are local organizations funded by the Government of Ontario to help people access government-funded home care services as well as the array of community support and health agencies in our communities.
As the result of a recent reorganization, CCAC decided to embark on a collective exercise to create a focused brand identity and to raise the community’s awareness of the organization. They retained LEVEL5 Strategic Brand Advisors and Shikatani Lacroix to collaborate on the project.
Challenges
CCAC needed to identify its core values and to leverage its position in the community, keeping the three C’s of communication, community, and connection front and centre. At the same time, it was critical that CCAC maintained much of their established identity, which initially restricted the breadth of the design exploration. Since the organization’s structure consisted of autonomous regional offices, it was critical that the new identity received buy-in at all levels of the organization.
Solution
SL brainstormed and came up with several taglines that appealed to the client and supported the brand positioning concepts created by LEVEL5. We explored out-of-the-box designs and introduced colour patterns that complemented the client’s existing core colours. The final identity leverages the intertwining of the three C’s, which reinforces the organization’s commitment to its communities. The selected design was rolled out to CCAC’s brand collateral material, and SL developed a brand standards manual.
Results
The new identity has received strong endorsement from each of the CCAC offices. The program is currently being implemented.