Networking Capital.

Project Details: Completed 2017

  • Client: National Capital Region Young Professionals Network
  • Industry: Government
  • Solutions: Brand Audit, Logo Design Refresh, Visual Identity System


Attempting to attract and retain young professionals to the federal public service in the National Capital Region.

A critical factor to the success of our re-branding efforts.
In a short timeline, we were able to deliver a refreshed brand identity consistent with our organization's values.

Roby A. Co-chair, National Capital Region Young Professionals Network

Project Brief

The client required their brand be better aligned with their intended role and for their purpose to be clarified with regards to its position in advocating for and supporting young professionals.

This meant first discovering the Why of the network, from this a visual identity system would be created to act as the face of the brand, giving those young professionals a visual identity of their own. Representing young members of the Canadian public service, the network needed to reach their audience through an accessible bilingual identity that is deliberately separate from the Government of Canada identity and internal government brands as well.

With the brand understood and clarified, it was off to visualize the identity. The decision was made to completely rebrand the identity, as their previous identity was generic and did not represent who they are or why they exist.

    Key Visual Themes:
  • Synergy denoted through the merging of the leaves in the center
  • Maple Leaf depicting Canada & the varied work of the network
  • Peace Tower representing the NCR

The identity was crafted to push a visual difference from government and political entities, incorporated the idea of innovation, and youthfulness.

The Approach

Starting with a brand audit, we honed in on the core Why of the network and denuancing the bureaucratic jargon that is typically present. What altitude discovered was a foundation of three purposes that led the network in its mission:

  • Connect young professionals across the NCR
  • Cultivate their experiences & skills
  • Collaborate with other members of the FYN

This provided the basis for crafting the visual identity system.

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