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Community Action Initiative

INTRODUCTION

Reimagining Support: Elevating the Community Action Initiative’s Brand

The Community Action Initiative (CAI) has been a vital force in British Columbia’s mental health and addiction sector since 2008. Born out of a need for a coordinated approach to funding support, CAI started with a modest $10 million endowment, making strategic decisions around a boardroom table. Over the years, they have evolved into a dynamic entity, providing fast, responsive funding to community-based programs—often filling the gaps where government action is slow.

Despite their impact, CAI struggled with a brand identity that didn’t fully reflect their unique role or the breadth of their work. Confusion around their name and mission, coupled with an inconsistent visual identity, hindered their ability to communicate effectively with stakeholders and the communities they serve. That’s where we came in.

OBJECTIVES

Clarifying the Mission: A Brand Strategy Rooted in Purpose

Our goal was to create a brand strategy and messaging that would clearly convey CAI’s mission and distinct position in the mental health and addiction landscape. We worked closely with the CAI team to define their core values and articulate a brand narrative that showcases their unique role in providing rapid, responsive funding and support across the province.

This foundational work informed every aspect of the new brand, ensuring that CAI’s messaging was clear, compelling, and aligned with their vision of integrating mental health and addiction support in a way no other organization does.


Crafting a Visual Identity that Resonates

CAI needed a visual identity that could unify their diverse efforts and present a cohesive, professional image to the public. We developed a modern, approachable brand identity that reflects their commitment to community-driven change. The new logo symbolizes connection and support, while the color palette—rooted in calming, natural tones—conveys a sense of stability and trust.

Brand guides and standards were created to ensure consistency across all touchpoints, from grant program materials to social media templates. These guidelines empower the CAI team to communicate their message effectively and consistently, whether they’re engaging with government agencies, community organizations, or the public.

Bridging the Gaps: A Platform for Integration

One of CAI’s key challenges was the lack of awareness and understanding around their unique model. As the only entity in British Columbia that works across both mental health and addiction, CAI needed a brand that could bridge these sectors and highlight their integrative approach.

Our brand strategy emphasized CAI’s role as a bridge-builder and problem-solver, focusing on their ability to deliver rapid funding and support where it’s needed most. This message was woven into every element of the visual identity, reinforcing CAI’s position as a trusted, responsive partner in the community.


RESULTS

A New Era of Community Support

The reimagined CAI brand now serves as a beacon of their commitment to transforming mental health and addiction support in British Columbia. With a clear, compelling message and a cohesive visual identity, CAI is better equipped to engage with their audience, build partnerships, and drive meaningful change.

As they continue to grow and expand their impact, CAI’s new brand will play a crucial role in raising awareness, fostering collaboration, and ensuring that they remain a vital resource for the communities they serve.

Explore the new Community Action Initiative and learn more about their work: communityactioninitiative.ca

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