Anxiety Canada Brand


Anxiety Canada is a registered charity based in British Columbia on a mission to promote awareness and understanding of anxiety disorders by increasing access to proven resources and treatments for people struggling with anxiety. Not only are they working with people who struggle from anxiety disorders, but they are working with parents, teachers, and mental health care professionals to develop a community of people well-equipped to help those debilitated by anxiety. They provide information sessions and workshops, along with a wealth of free online self-help resources, including a step-by-step guide called “My Anxiety Plan”. Along with this, they have developed a free MindShift Cognitive Behavioural Therapy app, which helps youth and young adults relax, be mindful, and take charge of their anxiety.

Challenge and Opportunity

Under its former name, Anxiety BC invited us to the table as the branding and digital agency to lead a multi-phase project. We were asked to evaluate its brand and explore whether a new name would better serve its strategic goals. When looking at the organization’s website, we found that since it had grown organically over the years, it was at the point in which the information was disorganized and cluttered. The quality of the content was there, but it was obscured by a confusing navigation structure. We decided the website needed to be revamped as we knew we needed to ensure that those who are suffering from anxiety could find this life-changing information hassle-free.


Before we began the designing process for the new visual identity, we facilitated a name exploration. The former name “Anxiety BC” had brand equity and expressed a regional focus that was important for a British Columbia- based organization. However, an alternative name might better serve the goal of building a national profile. We recommended “Anxiety Canada” as the best name to support the organization’s vision and mission. While local connections in British Columbia would always be important, dropping the “BC” in the name and adding “Canada” would help the organization achieve a national profile. Especially since the organization was already serving people across Canada and was a national leader in providing anxiety- specific resources to those in need.

After we settled on the name, it was time to craft a new brand identity that reflected the organization’s image and value proposition. From our research, key dimensions of the organization’s image included being professional, credible, supportive, and approachable. Another profound insight was that people whose lives had been disrupted by an anxiety disorder gained relief and hope from the resources Anxiety Canada provides them. We knew we needed to capture the life-changing impact that they are fostering. We created a new brand identity that reflected the experience of anxiety while offering hope to those affected by it. The frantic patterns around the icon are the overwhelming symptoms of anxiety, while the empty shape of the “A” depicts a calm, peaceful state that Anxiety Canada can provide. The logo succinctly represents the challenge and goal for those that are struggling with anxiety.

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