Canadian Council for Indigenous Business
Brand Refresh
STRATEGY • COMMUNICATION • BRANDING
Service Areas: Communications & Creative
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Video Production Support: Sticks & Stones
Client
Canadian Council for Indigenous Business
Year
2023
The Canadian Council for Indigenous Business (CCIB) helps keep Indigenous businesses at the forefront of the Canadian economy, fostering relationships between Indigenous entrepreneurs and Canada’s institutional enterprises to cultivate shared prosperity.
In August 2023, they approached pipikwan pêhtâkwan to plan and execute their brand refresh, along with internal and external communications, to be unveiled in conjunction with their 40th-anniversary celebration on May 28-29, 2024, in Toronto.
Our former Wellness Elder, Coleen, helped guide the design process as CCIB sought a brand rooted in the values of humility and respect while maintaining the iconic elements of their logo. The goals of the refresh prioritized building enthusiasm and support internally and externally, providing members with the tools to adopt the new brand at their own pace, and equipping employees with the confidence and resources to communicate and implement the new brand consistently and effectively.
Our Approach
As an Indigenous-owned agency, our team recognized the importance of honouring CCIB’s existing brand identity while incorporating Indigenous perspectives and understood the significance of respecting culture, acknowledging the trust and relationships CCIB has built and caring deeply for their members. To do this, we developed a multi-faceted strategy addressing the unique needs of each audience, ensuring consistency and guiding them through the rebrand journey—from awareness to understanding to acceptance.
As they approached their 40th anniversary, the new brand needed to reflect qualities the existing brand had yet to fully achieve, including a dynamic, optimistic and entrepreneurial spirit. The rebrand was shaped by values of advocating for and uplifting Indigenous Peoples, creating a new brand that embodied the collaboration between Indigenous and non-Indigenous businesses, while retaining their iconic red feather.
To begin the process in a good way, we held a visiting session with CCIB where we learned more about CCIB’s legacy, values and goals for the project. We then conducted comprehensive market research and risk analysis, highlighting opportunities and potential risks. Based on these findings, we proposed new brand names and had the final selection.
Once the name was selected, our design team presented potential logo concepts that retained brand familiarity while introducing important new elements reflected through the collaboration process. By incorporating perspectives from CCIB's team and our in-house Elder we collaboratively narrowed it down to a final concept that symbolized an exciting new future while respecting the organization's heritage.
On May 29, CCIB unveiled the new brand with the launch video at their 40th anniversary event in Toronto. The new logo was revealed at the awards gala, displayed on the big screen with fireworks and celebrated with swag featuring the new logo, bringing the rebrand to life.
Outcomes:
The new CCIB brand represented a more inclusive identity that gently balanced its deep-rooted legacy with a vision for future growth. By integrating key cultural elements, like the feather and sun, the refreshed brand told a powerful story to Indigenous and non-Indigenous members. The result was a brand that felt modern while also honouring their history.
The collaborative process, involving Elders and diverse perspectives, brought depth and meaning to the new brand. This inclusive approach ensured that the design reflected the values and teachings important to the community, creating a brand that felt relevant and welcoming to all members, whether urban or rural, Indigenous or non-Indigenous.
One of the most significant outcomes was the trust and confidence gained from CCIB’s members. Through a gradual, mindful transition, the rebrand was embraced with open hearts, connecting members to the organization’s past while inspiring hope for the future. The rebrand felt like a natural evolution, rather than a forced change.
Ultimately, the project not only revitalized CCIB’s image but also strengthened the bond with its members. By grounding the new brand in cultural symbols and staying true to CCIB’s mission, the rebrand positioned the organization to move forward while honouring its legacy, creating a lasting and meaningful impact within its community.
