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. As part of a larger rebranding effort, we identified a number of ‘myths’ that needed addressing to help the organization build trust and expand its reach within the community it serves.
One persistent myth we targeted was that the MFRC is basically just a coffee club for military wives, rather than a professional non-profit organization staffed by qualified social workers and other staff. We took a very direct approach to the problem, calling out the misconception in blunt language and photographing actual staff members with a heroic treatment to reinforce the copy.
The campaign extended across the entire naval base where the MFRC operates, in newspapers, briefings, posters and electronic messaging.
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.