Refreshing A Century-Old National Not-For-Profit Brand
After a national request for proposal process, McGill Buckley was chosen by St. John Ambulance Canada to help them define, develop and re-launch their brand across Canada.
In spite of the fact that St. John Ambulance had high brand name recognition, there was a low level of understanding about exactly what they did and what they meant to Canadians. In other words, they had an awareness issue.
Developing the Brand Strategy and Platform
Over the course of three years, McGill Buckley worked closely with the Director of Communications at the National Office as well as regional offices to develop a brand platform, brand messaging, brand architecture and brand guidelines that were applied to a wide range of traditional and web-based collateral materials