b'CCAB REBRANDINGNAVIGATING THEREBRANDING JOURNEY I n s i g h t s a n d r e f l e c t i o n s o n C C A B sb r a n d r e f r e s h , t o b e u n v e i l e d a t i t s a n n i v e r s a r y c e l e b r a t i o n i n M a yI n August2023,CCABselectedof collaboration between IndigenousOur team was inspired by different pipikwanphtkwansproposaland non-Indigenous businesses.themes from the session, like the impor-to conduct what it called a brandtance of the feather and its meaning, refresh. As an Indigenous-ownedAboriginalBusinessReportaskedcreating a sense of unity, and the concept agency,CCABfeltpipikwanpipikwan phtkwan to describe howof transformation. From there, we devel-phtkwanwouldrecognizethethey navigated this rebranding journeyoped three creative concepts informed importance of honouring its existingand to share some key lessons to helpby our visit and collaborated closely with brandidentitywhileincorporatingother organizations thinking of under- CCABs team throughout the process. Indigenous perspectives in refreshingtaking a similar rebranding project.the brand. They would respect CCABsWE WORK IN A GOOD WAYculture while acknowledging the trustWE START BY VISITING When we embark on a design project, and relationships the organization hasRefreshing a brand for a large organiza- itsimportantthatwepractiseour cultivated over many years and the caretion involves navigating various partnersvalueswe have open, honest and it extends to its members.and honouring existing brand affinity.kind dialogue throughout the process. We began with thorough research,It can be challenging to represent the CCAB did not want to lose 40 yearsengaging in discussions with CCABopinions of everyone involved when of brand recognition, but at the sameto understand their legacy, values anddesigning for such a large organiza-time, it understood it needed a refreshedgoals. At pipikwan phtkwan, we prac- tion. Still, we know that constructive imagethatreflectedcollaborationtise an Indigenous research method- feedback is important to hear because between Indigenous and non-Indig- ology called keeoukaywin (Cree for Thethe folks sharing [that feedback] under-enous businesses. As the organiza- Visiting Way), which centres on visitingstand CCAB as an organization and have tion embarked upon its 40th anniver- as a way of building relationships.deep knowledge of and respect for sary, the new look and name neededits members. to reflect elements the existing brandTo start this project, we visited with a had yet to fully achieve. It had to mirrorvariety of people from CCAB. Together,Throughout the design process, its CCABs dynamic, optimistic and entre- we learned more about CCABs legacy,important that everyone involved feels preneurial spirit while fostering a sensevaluesandgoalsfortheproject.heard and valued. By incorporating 96A CCAB PUBLICATIONSpring 2024'