THE PROJECT
Created as a sub-brand of YWCA Hamilton, the Centre needed to feel connected to the parent organization while having enough identity of its own to speak directly to entrepreneurs.
THE CHALLENGE
Create a sub-brand that could live inside the parent brand without disappearing into it.
THE APPROACH
Use the parent brand as the anchor, then give the Centre a distinct concept, mark and visual voice.
WHAT WE MADE
We developed the identity concept, logo and supporting brand applications for the Milli Gould Entrepreneurial Centre. The design needed to signal a distinct offer for entrepreneurs while remaining clearly part of YWCA Hamilton, so we worked within the larger organization's visual context rather than inventing an unrelated look. The result was a mark and visual direction that could extend into the Centre's program materials and communications.
THE RESULT
A recognizable sub-brand that remained connected to the larger YWCA Hamilton ecosystem.