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Children of the Street Society 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Institutions, Foundations, Non-Profits
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Children of the Street Society formed as a local not for profit group in the greater Vancouver area in 1995. Like all non-profits, Children of the Street is always in need of funding and is in competition with all charitable organizations for both government and corporate dollars.

The Children of the Street Society’s mission is to take a proactive approach through public awareness, education, and prevention-based workshops to decrease the number of sexually exploited children, while also offering support to families. With plans to operate nationally, the need for a more professional visual identity was recognized and became a mandate for the organization.

Refresh the identity (and subsequent communication materials) by creating a more professional and credible brand while maintaining its relevancy and relatability.

The organization’s signature color, fucshia (the colour associated with the fight against sexual exploitation), was coupled with a soft grey to create a corporate, yet inviting feel. The addition of a figure to make up the ‘i’ in the word children builds a connection with the audience and signifies the ongoing commitment to this group. Although not originally part of the brief, a positioning line for the organization was also developed – Transform a life – speaking to the betterment of children’s lives through prevention and support.

Communication materials ranging from the website to advertising to stationery and newsletters were produced within the framework of the new brand giving a cohesive feel to all communications coming from the Society.


Client: Children of the Street Society -

Brand Strategists/Designers: Porcaro Communications -
Senior Designer: Darlene McLean
Account Manager: Barb Moreira
Account Manager: Wendy Kearns


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