BetterIt Workplace Chaplains
BetterIt Workplace Chaplains' is a uniquely Canadian service offering a personal and transformative enhancement to employee assistance programs.
THE PROBLEM
BetterIt Workplace Chaplains, formerly Corporate Chaplains Canada, struggled to connect its mission, vision, and core values to its messaging and brand image. To explain what a corporate chaplain does became a struggle for its staff
and supporters.
I attacked the brand strategy by surveying staff, clients, and chief stakeholders to understand who Corporate Chaplains Canada was and who they wanted to become. By piecing together, insights on goals, target audiences, and service offerings I created personas, clarified mission and vision statements, proposed Positioning and Value Proposition statements, and a brand Promise Statement. Once the heavy lifting was complete, I focussed on creating brand assets to line up and communicate the key messages behind the new BetterIt brand identity.
Brand Strategy
Creating a stronger connection with the BetterIt brand story,
the overall brand identity, and its clients.
Branding & Logo
Clarifying the key messaging, style, tone, and visual connection to BetterIt's audience.
Brand Guidelines
A set of guidelines to assist with the creation of key communication touch points and correct use of brand assets.
MY ROLE
I took the lead on brand strategy, gathering insights, developing the branding, and creating brand guidelines.
Results
Overall, the new look and branding were well received across the organization with several staff members commenting on having their values and opinions heard.