Tides Canada
Tides Canada
Tides Canada
Tides Canada
MakeWay for what’s possible.
MakeWay for what’s possible.
MakeWay for what’s possible.
MakeWay for what’s possible.
Client
Tides Canada
Tides Canada
Tides Canada
Services
Naming, Identity, Website, Video
Naming, Identity, Website, Video
Services
Naming, Identity, Website, Video
Year
2020
2020
Year
2020
MakeWay for what’s possible.
MakeWay (formerly Tides Canada) has been a philanthropic change-maker in diverse communities across Canada and partner to new and existing environmental and economic projects beginning with the preservation of BC’s Great Bear Rainforest, through historic First Nations-led conservation agreements.
While well-known and respected, the Tides name had been muddied by their US counterpart along with political targeting. With new leadership at the helm, it was time to begin anew, starting with the name.
MakeWay for what’s possible.
MakeWay (formerly Tides Canada) has been a philanthropic change-maker in diverse communities across Canada and partner to new and existing environmental and economic projects beginning with the preservation of BC’s Great Bear Rainforest, through historic First Nations-led conservation agreements.
While well-known and respected, the Tides name had been muddied by their US counterpart along with political targeting. With new leadership at the helm, it was time to begin anew, starting with the name.
The Enemy
The Enemy
The enemy
01
01
A new name for an organization that fosters change
Not a typical charity, we needed to build a brand identity that embodied its purpose but also helped to explain the unique model at the same time. MakeWay became not just a name but a call to action. The identity reflected the momentum and energy of the brand yet maintained the human connection and gravitas that aligns with the change-making work they do. The identity provided the foundation for the video, marketing materials, and website.
A new name for an organization that fosters change
Not a typical charity, we needed to build a brand identity that embodied its purpose but also helped to explain the unique model at the same time. MakeWay became not just a name but a call to action. The identity reflected the momentum and energy of the brand yet maintained the human connection and gravitas that aligns with the change-making work they do. The identity provided the foundation for the video, marketing materials, and website.
02
02
A new website to help explain, organize, and engage
One we had the new brand in place, it was important to revisit the Tides Canada website and help rearchitect the site to better explain the many aspects of the organization, to multiple stakeholder groups. This included a net-new UX and core site architecture, with a robust content strategy and responsive UI revitalization to ensure the brand was fully utilized.
Oh and all of this had to be built on an existing platform and content repository to ensure nothing critical to the organization or community was lost in the the transition. No biggie.
A new website to help explain, organize, and engage
One we had the new brand in place, it was important to revisit the Tides Canada website and help rearchitect the site to better explain the many aspects of the organization, to multiple stakeholder groups. This included a net-new UX and core site architecture, with a robust content strategy and responsive UI revitalization to ensure the brand was fully utilized.
Oh and all of this had to be built on an existing platform and content repository to ensure nothing critical to the organization or community was lost in the the transition. No biggie.
03
03
A Brand Anthem to inspire
To cap it all off, we worked with MakeWay and key stakeholders to edit a new brand video to help announce MakeWay to their larger community. The final video incorporates footage and input from the many groups that work with and benefit from MakeWay's efforts across Canada, intercut with footage and a soaring anthem to help underscore the inspiring and motivating nature of the new organizational ethos.
A Brand Anthem to inspire
To cap it all off, we worked with MakeWay and key stakeholders to edit a new brand video to help announce MakeWay to their larger community. The final video incorporates footage and input from the many groups that work with and benefit from MakeWay's efforts across Canada, intercut with footage and a soaring anthem to help underscore the inspiring and motivating nature of the new organizational ethos.
