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Fragile X Research Foundation of Canada 2011 REBRAND 100 > merit

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


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Summary:

Industry Setting
Fragile X Research Foundation of Canada (FXRFC) is a national, non-profit organization that raises funds for research and awareness of Fragile X Syndrome, the most common inherited form of mental impairment and autism.

Challenge
About a year ago, our production and studio manager Lori Beesley (a board member for the FXRFC) approached the [Firm] team about designing a brochure (pro-bono) that was very outdated. After reviewing the extent of their existing communication materials, we decided that we would donate our time and revamp the entire FXRFC brand.

Strategy
The FXRFC competes against higher profile diseases for donation dollars – with limited resources and no media attention. This prompted [The Firm] to design a clean corporate brand to support the Foundation’s work, we also made the brand energetic and very positive to connect with its audience.

We designed the logo by crossing out FR and turning “fragile” into “agile”. This highlights the positive that comes from new funding, more awareness and research. A bright color, images of real children with Fragile X Syndrome, engaging copy in all marketing materials, and a new website with online donation capability are all used in the brand. This ensures the FXRFC and its efforts can gain much needed nationwide support.

Result
The effect across the entire organization was very positive. Comparing the new brand with the old was like night and day. Researchers were left with a renewed sense of commitment, and credibility and awareness was achieved. But most importantly, the Foundation saw an increase in online donations.


Credits:

Client: Fragile X Research Foundation of Canada - www.fragilexcanada.ca

Brand Strategists/Designers: Zync - www.zync.ca
Creative Director: Marko Zonta
Designer: Lee Boulden
Production Designer: Annie Navaleza-Paradis

Principal Photographer: Frost Photo - www.frostphoto.ca


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