Transforming Purpose: A Strategic Rebrand Journey with Taproot
We specialize in supporting purpose-driven social organizations that are committed to making a meaningful impact in their communities. Our recent collaboration with WJS Canada, now known as Taproot Community Support Services, exemplifies our deep understanding of community-led care and the cultural attributes that drive meaningful change.
Beyond a Name Change: A Holistic Brand Transformation
Rebranding is so much more than a new logo or a catchy name. It's about uncovering and articulating an organization's authentic story, engaging every stakeholder, and creating a visual and verbal identity that truly reflects an organization's purpose and values.
Strategic Brand DNA: Aligning Purpose, Vision and Values
Our discovery journey was focused on uncovering the organization's soul. Dovetailing with their strategic planning, we delved into the heart of their "why", carefully articulating the purpose and values that define who they are. By weaving their strategic priorities into a compelling brand story, we created an identity that truly reflected Taproot's authentic spirit, transforming their internal passion into a powerful external narrative.
Naming with Intention: The Birth of Taproot
The naming process was a critical and sensitive journey inspired by a larger narrative that emerged from the organization's core identity. By involving staff and board members throughout the process, we ensured that the new name, Taproot, would resonate deeply with both internal teams and external stakeholders.
Visual Identity: Standing Out, Not Fitting In
By shifting to a rich, dark purple palette, we did more than change colours, we made a statement about inclusivity and the celebration of diverse cultures. Our design philosophy is simple: a truly successful brand doesn't conform; it distinguishes itself. For Taproot, this meant creating a visual identity that boldly announces their unique approach and honours the communities they serve.
Breathing Life into Values: From Words to Inspiration
Values aren't meant to gather dust in a strategic document. They're the living, breathing soul of an organization that transforms everyday work into meaningful purpose. By crafting visual and verbal expressions that resonate deeply, we help teams see themselves in their mission, turning abstract principles into tangible inspiration. When values are authentically articulated, they become more than words, they're a daily reminder of why the work matters.
Motion design for effective engagement
Our brand videos are magnetic recruitment tools that authentically showcase the organization's unique approach. We created an immersive experience that not only explains what Taproot does, but also explains how they do it differently, inviting both current and potential staff to see the deeper purpose behind their work.
A 360-Degree Brand Transformation
Our rebrand for Taproot was a comprehensive transformation that went far beyond a new logo. We crafted a complete brand ecosystem, developing a dynamic new website, an external strategic plan that articulated their vision, powerful narrative videos that captured their essence, and comprehensive brand guidelines to ensure consistent storytelling across all platforms. Each deliverable was a carefully designed touchpoint that brought Taproot's renewed identity to life.
What set Cause+Affect apart was their commitment to understanding our culture. Through their collaborative discovery sessions, stakeholder interviews, and leadership workshops, they captured the essence of who we are and where we're heading. The naming process, in particular, was handled with remarkable sensitivity and inclusivity, ensuring our new identity would reflect our values and mission.
Mike Fotheringham CEO, Taproot Community Support Services
