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The Counselling Group brand strategy and applications


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We worked with a remarkable team from Jewish Family Services of Ottawa (JFS) to rebrand the organization’s counselling unit (formerly “JFS Counselling”), and improve its profile in the Ottawa community as a centre of counselling excellence.

A pillar of this initiative was to present a brand that is distinct from JFS, and clarifies that JFS Counselling is not just for members of the Jewish community. JFS Counselling offers a full range of non-denominational services for children, individuals, couples, and for many life challenges.

We provided a strategic branding plan, naming and identity manual, then applied the new look to stationery, event banners, web site design (which they programmed themselves), brochures, advertising templates, and interior wayfinding.

The strategic process included facilitated sessions, discovery with the counselling team, stakeholders interviews with leaders, and photographic inventorying of the physical space being renovated.

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