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Brand Identity Refresh Signals the Evolution of CNIB


DDB Canada's bold, new look and strategic direction unveiled through digital 'Phone It Forward' campaign

Brand Identity Refresh Signals the Evolution of CNIB

The CNIB Foundation today unveiled a new, bolder brand identity developed by TwiceDDB, the brand consultancy division of DDB Canada Vancouver, alongside a digital campaign for its innovative new Phone It Forward program by Chime Digital and Door Knocker Media. The new identity, a fundamental reinvention of an iconic century-old charitable brand marks the organisation's evolution towards creating a future where people who are blind can live their dreams – without barriers or restrictions.

Following the integration of vision loss rehabilitation services into the public health care system in 2017, CNIB was faced with an opportunity to re-focus its donor-funded strategic efforts and program offerings. Adding “Foundation” to their name and highlighting their charitable status, the organisation aims to promote a more innovative, connective and forward-thinking future for the people they serve.

DDB Canada has been on board since 2014, working to uncover and streamline CNIB’s new brand identity, while also supporting the communication needs of the brand in transition. “Our longstanding relationship with CNIB meant that our teams were able to work with the brand as it and its needs evolved, helping them to realise an exciting new brand vision, look and feel that they are now bringing to life," says Patty Jones, president, DDB Canada Vancouver.

The refreshed brand vision positions the organisation as one that empowers people with sight loss to live active and independent lives, by advancing society to ensure equality and inclusion, and changing what it is to be blind today. The bolder, more vibrant brand platform features a high-contrast colour palette, handwritten typography, a new logo treatment and graphic elements, such as paintbrush strokes – all designed with accessibility for people with low vision in mind.

“This new brand embodies the boldness of our strategic ambitions, and our optimism for a future without limits for every Canadian who's blind,” says Rob Hindley, vice president, marketing and social enterprise, at CNIB Foundation. “DDB has been with us every step of the journey, working closely with us to amplify our brand's unique strengths and ensure it reflects the needs of our organisation and community as we enter our second century of operation.”

The first activation of this new brand is a digital campaign for a revolutionary new program, Phone It Forward, that aims to leverage the power of smart technology for those who are blind or partially sighted. The program gives Canadians an opportunity to donate their old smartphones for a tax receipt, so they can be securely wiped, refurbished and provided to people with sight loss who need them.

CNIB selected Chime Digital and Door Knocker Media as their partner agency for the Phone It Forward campaign because of their proven track record as industry leaders in the not-for-profit space. Chime Digital and Door Knocker Media have helped numerous organizations create strategic, powerful and thoughtful campaigns that resonate with the public, inspiring them with an authentic call-to-action and the ability to give back to communities in need.

"Phone It Forward is the cornerstone of our plan to unleash the power of technology for people who are blind, so we needed a compelling campaign that would motivate smartphone donations from Canadians coast to coast," said Hindley. "Chime Digital and Door Knocker Media have been exceptional partners, creating a bold, bright campaign that brings our mission to life and shows how empowering these devices can be for the community we serve."

Drawing inspiration from the new brand, the Phone It Forward campaign includes a comprehensive media plan and creative content, with a full roster of videos (60s, 30s, 15s and 6s) and an animated video of the donation process, that will air across a series of national and local TV, digital and social channels. A targeted digital strategy leveraging SEO and SEM and audio buy will help promote the campaign, directing visitors to the new Phone It Forward website,

"It was fun to take this rebrand and make it come to life in video”, says Matt Finlin, Director and Partner of Door Knocker Media. “We wanted to capitalize on this new look for CNIB with the bold yellow and brushstroke to highlight the participants in the PSA. We learned a lot from the organization and participants making this content and want it to be a great success for the CNIB Foundation and people living with sight loss across the country." 

The Phone It Forward campaign launches September 19. For more information or to donate a smartphone, please visit

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Genres: People

Categories: Charity, Corporate, Social and PSAs

DDB Canada - Toronto, Wed, 19 Sep 2018 16:58:38 GMT