Anxiety Canada Brand
Anxiety Canada invited us to lead a multi-phase project to evaluate and reimagine its brand. To reflect their national scope, we started by renaming them Anxiety Canada (from Anxiety British Columbia). Second, we rebuilt a cluttered website that was difficult to navigate and obscured potentially life-changing information for users. Finally, they needed a new brand identity. Key dimensions to capture included professionalism and approachability. The new identity reflects both the harrowing experience of anxiety and the promise of hope and relief. Frantic patterns around the icon represent the overwhelming symptoms of anxiety, while the empty shape of the “A” depicts a calm, peaceful state that is within reach. The logo represents both the challenge and the goal.