Esquimalt MFRC

Esquimalt MFRC Rebranding

Branding / Design
Esquimalt MFRC Logo MFRC Materials MFRC Business Cards

The Esquimalt Military Family Resource Centre (MFRC) is an independent non-profit organization dedicated to assisting military members and their friends & families as they adapt to the unique challenges of the military lifestyle. The organization faced some unique challenges of its own and turned to Oculus for help.

Marketing and brand audits, conducted by longtime collaborator Larchgrove Marketing Group, identified some clear misconceptions among their target audiences that were hurting the organization’s brand perception. Two problematic aspects of the current brand identity related to the use of ‘Military’ and ‘Family’ – both words carrying a great deal of baggage and preconceptions about who the MFRC was for and who they reported to. In order to clearly identify the MFRC as an independent organization for all members of the military community, a new brand identity and fresh communication approach was needed.

After completing an in-depth Brand Clarity workshop, we designed a new identity that eschewed the full name for the already-recognized acronym MFRC and clearly set the organization apart from the sea of red, white and black brand identities currently bombarding the military community. The new logo uses bold but soft letterforms and fresh, clean colours to communicate the brand essence of ‘Stronger Together’ and the supporting typefaces and colour palette form the foundation for the brand identity system that will be rolled out over the coming months.

The process of gaining brand clarity was excellent and gave us the opportunity to talk about our work in a new way and to build a brand essence that spoke to the core of who we are, what we do and how we do it! The tangible deliverables from the work that Matt guided us through have been well received by our community and stakeholders. Additionally, it has been interesting to see how the Brand Brief has sparked within our organization and positively impacted our program planning, marketing and communications. This was a terrific experience for us and we continue to grow as we endeavour to really be authentic and true to our Brand.

Jackie Carlé
Esquimalt MFRC

Rebranding the Esquimalt MFRC was a complex assignment and one that I feared that a designer might not ‘get’. Matt came aboard, absorbed a lot of information and asked really good questions. His attention to detail was very high. An absolutely great listener! The process he took us through had a profound impact on us. It was such a valuable journey.  A great way to re-focus us on why we exist. It has also been a great experience for our staff here at the MFRC. Given us a springboard to connect as an organization. Oh, and the end product pretty much nailed it on the head for us. Looking forward to working with Matt again.

Jon Chabun
Esquimalt MFRC