Building A Community Of Equals, Advocating For Blacks Of African Descent

The Black Canadian Association (BCA) is an inclusive platform designed for Black Canadian residents and newcomers in Canada. The primary goal is to facilitate a smoother transition and integration of community members into Canadian society. Its core services are settlement support, housing support, financial literacy and advisory, professional development and advocacy. Despite boasting years of advocating for and supporting black Africans in Canada, the Black Canadian Association lacked a brand as impactful as its mission and vision. The brand never quite found its voice, and it was in need of a memorable brand identity. The brand had an existing logo, but it didn't fully align with its mission, vision and values. The challenge was to redesign a modern and memorable logo identity that would align with the assiociation's mission to empower, connect and support its member community. After sessions of brainstorming and draft submissions, we were able to craft a modern, industry-aligned design that reflects the association's brand’s identity. There were a lot of design iterations, but we finally got the winner. This approach allowed us to maintain consistency across all the association’s digital spaces and relevant materials.