McMillan to Rebrand Coalition of International Development Organizations in Agency’s Betterful Pro Bono Initiative
Ottawa, Canada — February 2, 2018 The Canadian Council for International Co-operation (CCIC), a national coalition of development organizations that work globally to promote sustainable human development, will receive a free brand overhaul as part of McMillan’s Betterful pro bono initiative.
The agency announced its selection after a special meeting with the CCIC’s board in Ottawa yesterday.
“We had some excellent submissions for this year and, again, it was a difficult selection process,” said McMillan Creative Director Alain Brunet. “The CCIC stood out not only for its very compelling cause, but also its openness to change and eagerness to take advantage of our creative energy and services.”
Founded in Ottawa in 1968, the CCIC seeks to end global poverty while advocating for social justice and human dignity for all. Its 85 members include civil society organizations that work in Canada and internationally on the front lines of social justice, humanitarian aid, and economic and democratic development.
“We’re all about connecting organizations, people, and ideas, and staying current in a rapidly changing world. We want our organization to reflect that,” the CCIC declared in its video submission. While reviewing its current positioning and assets, and in view of the council’s 50th anniversary this year, it added: “We are so ready for a rebrand.”
That message came across loud and clear in the CCIC’s appeal to McMillan — as did a sense that there would be complete buy-in from the council’s executive. “They hit all the right notes and even used humour and honesty in a way that we might,” said Brunet. “And they left no doubt that we could make a difference by helping them.”
The CCIC is the second regional organization to benefit from McMillan’s Betterful program, which launched as part of the agency’s 20th anniversary celebration in 2016. The goal is to find organizations with the desire — but not necessarily the means — to completely rebrand. The first recipient was BEING (formerly H’Art of Ottawa), a studio that supports the creative practice of artists with developmental disabilities who work in visual art and creative writing. McMillan collaborated with the organization over a 12-month period and helped it relaunch with its engaging new name, along with a new visual identity, brand story, and website.
McMillan will now work to craft an all-new and strategically sound organizational brand for the CCIC. The services on the project may include strategic messaging, naming, a new visual identity, and a plan for brand activation.
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