This week, I had the privilege of working with the Atlantic Summer Institute on Healthy and Safe Communities (ASI) in Charlottetown during their annual conference.
ASI’s logo, name, and conference are now 21 years old. But like their (amazing) work, the brand is evolving – expanding beyond a once-a-year event to reflect a year-round mission:
➡️ Ensuring that mental health is considered in all government policies.
This shift required more than just a refreshed logo. It called for a modernized brand identity – one that matches the scope and impact of their mission. (You can read their policy brief here.)
The Branding Challenge: Tradition Meets Transformation
Nonprofit organizations like ASI often face a unique challenge: how to honor their history while also positioning themselves for the future.
For ASI, the question was clear:
How do you evolve a 21-year-old brand without losing the trust, recognition, and credibility you’ve built?
A Collaborative Approach to Brand Strategy
At the conference, I presented three new concept designs for ASI’s brand identity.
Instead of keeping it a behind-the-scenes process, we invited the community in.
Participants jumped in with:
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Stickers to mark their favorite concepts
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Comments on what resonated most
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Thoughtful feedback on how the brand reflects ASI’s mission
It became a true co-creation process with ASI’s board, staff, and community stakeholders.
This is the kind of work I love most – because strong branding isn’t just about visuals. It’s about creating clarity, alignment, and ownership within the community it serves.
Why Brand Modernization Matters for Nonprofits
When done right, brand modernization does more than refresh a logo:
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It clarifies mission and values for funders, policymakers, and partners.
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It helps the organization stand out in an increasingly crowded landscape.
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It creates tools for year-round engagement – not just one annual event.
For ASI, this means being recognized not only as a conference but as a movement shaping public policy around mental health.
Reflections from the Cove
After two full days of design sessions, workshops, and collaboration, I took Zoey for a sunset walk by the cove.
That’s when it struck me: true brand clarity doesn’t just happen in the design studio. It happens in the spaces where you step back, reflect, and see the bigger picture.
And for ASI, that bigger picture is powerful: a refreshed identity that will support their mission for the next two decades of impact.
Closing Thought
Modernizing a 21-year-old brand is no small task. But when it’s rooted in collaboration and aligned with mission, it becomes more than a design project – it becomes a catalyst for growth and influence.
That’s exactly what we mean by Marketing Modernization: aligning tools, visuals, and strategy to amplify the work that matters most.