Maltby Centre is a not-for-profit organization funded by the Ministry of Children and Youth Services, providing Mental Health & Autism Services.
Up until the fall of 2017, Maltby Centre had been operating under the name Pathways for Children & Youth. Although this name was very recognizable, it was being confused with another not-for-profit organization, operating in the same region with a similar name.
1dea was approached with the unique challenge of not only creating a new brand look but an entire new identity, which included a name change. Working with the 1dea team, a comprehensive rebranding strategy was put in action.
The primary goals were to create a brand presence that embodied the values of the organization, ensured consistency of the visual identity and messaging, and allowed for the internal team members to manage and build the brand effectively....so here's what we did
To begin, 1dea conducted a deep review of the current organizational structure and brand presence. It was important to get a full breadth of the internal perceptions for change as well as an evaluation of the existing brand equity.
Through this comprehensive brand audit, 1dea was able to formulate a plan that would redefine the organization’s positioning, values and core attributes. These steps gave a foundation to begin the process of bringing the brand to life.
Inspiration for the logo comes from the feelings of learning and empowerment that happens when you have a support system behind you. Once the brand attributes were uncovered and defined, we were able to move forward and build a brand that would embody these traits.
Compassion, Empathy, Kindness, Mindfulness, Respect, Understanding, Dedication, Care and Pride.
Competent, Knowledgable, Proven, Experienced, Collaborative and Educated.
Procedural, Adaptable, Motivated, Action-Oriented, and Responsive.
Inclusive, Open, Approachable, Tolerant and Flexible.
The name, ‘Maltby Centre’, was adapted in honour of the late Executive Director, Joanne Maltby, who’s passion for helping children and youth is one of the reasons this organization has thrived. Because of this emotional connection, the staff overwhelmingly accepted the new name.
The 1dea team worked together to build a logo/identity, brand standards, website, copywriting (for website), stationery, sales material and a wealth of other supporting materials. We were there every step of the way, not only to build the visuals but to help launch and implement this new brand organization-wide.
During the development of creative, 1dea determined that an element of realism was needed for the visuals to feel authentic and relatable. Working internally with the client and alongside of photographer Bernard Clark, 1dea storyboarded, coordinated and art directed custom photography. These images gave Maltby Centre a robust collection of visuals to show off the incredible work they do.
Along with the redesign of their brand identity, we built an engaging website with custom wireframe and design, conversion planning, copy and the development of a French version of the site.
Maltby Centre launched its new direction with overwhelming enthusiasm. At the brand launch there were many cheers and tears when this new identity was unveiled. Since then, staff and partners have proudly showcased their commitment to the new positioning and visual direction. This unified a solid backing of a brand that will propel forward in the region and help to solidify the new name with their existing clients. Maltby Centre continues to sustain its new brand presence and utilize the brand tools in place to ensure consistency. 1dea continues to work alongside them to grow the brand.