Problem
Infectious diseases are a growing world issue affecting third world and industrialized countries alike. The governments of Manitoba and Canada came together to fund an International Centre for Infectious Diseases task force to study and make recommendations for how a local Manitoba organization could leverage existing resources in research and education to facilitate improvements in the control of infectious diseases internationally.
As a new body in a sea of organizations around the world, ICID needed an identifier to establish their role and help communicate their unique benefit in the mix. The organization began the search for a company that could help them develop that identity and work with them to make it live in the marketplace. After receiving proposals and interviewing a number of different agencies, ICID chose Velocity as the only ‘fit’ from the interviewed groups due to Velocity’s demonstrated insights into the development process of brand identities.
Solution
As a new organization with a complicated function ICID hadn’t had the opportunity to boil down their message and pinpoint what they really wanted to communicate. Velocity approached the situation by first getting the dialogue going among internal and external stakeholders to assist in building a consensus on the direction of the brand. Staff, management and previous task force members were interviewed, existing ICID materials were evaluated and other organizations in the same arena were researched to aid the process. A report was presented and ICID was able to provide a direction based on their collective assessment of it. The result is an identity that speaks to the nature of the organization’s ability to bring elements together internationally to help the fight against infectious disease, effectively feeding into the positioning line the task force initially created ‘Fighting Disease – Fostering Innovation’.
With an identity that clearly communicated the message the organization wanted to portray, Velocity developed a standards guide to ensure consistency of the brand across all media. Corporate stationery including business cards, letterhead and envelopes, a website, PowerPoint presentation, postcards, general brochure, trade booth and notepads, were also created.
Services
Brand and Marketing Strategy / Brand Evaluation / Creative Direction / Art Direction / Project Management / Corporate Logo Design / Business Stationery Design / Brand Usage Guide Design / Copy Editing / Capability Brochure Design / Annual Report Design / Direct Mail Design / Newsletter Design / Concept Development / Campaign Management / Print Advertising / Trade Booth Design / Promotional Design / Website Design / Website Programming / E-promo Design and Programming / Hosting Setup / Production Planning / Print Management / Print and Production Quoting / Press Proofing / Proof Reading / Photography
Results
ICID continues to provide the role of strengthening Canada’s infectious diseases contribution to the world. They continue to deliver raining courses and educational services in biosafety, laboratory facilities management, and development of expertise related to infectious diseases and holding many Research and Innovation conferences.
Testimonial
Adrian Wortley, Director of Marketing and Communications for ICID
“Our on-going experience with Velocity is characterized by highly attentive service and strong creative services. In all respects our return on investment has been excellent and we look forward to growing our relationship with Velocity.”