Alzheimer’s Society of York Region
The Alzheimer Society required a new look and message to help launch its fund drives and to increase awareness. To build the brand story we began with the established and true brand pillars already understood by internal and external audiences: Quality, Caring, Expert, Involved. To these we added other supportable pillars to dimensionalize the brand Leader, Advocate, Community Partner, Educator, Local Powerhouse. Following approval of the brand platform QBHC moved quickly to craft a brand story that would deliver the message supported by strong and uplifting imagery. It all that suggested a “good news story” since the Society was now moving to a leadership/partnership/powerhouse position within the community while retaining its core values. The tone of voice moved away from the gloom of disease toward the happiness that could be created with the society’s initiatives.