Cardus Case Study
Strategy
When this Canadian think tank decided to change its name it required an audit of their entire identity. It became clear that the organization had to present itself with a more relevant, coherent and unified voice to attract donors, gain the attentive ear of institutional leaders and policy makers and to have their contributions taken seriously.
Identity
Cardus is the name of an ancient Roman road that connected people to the major institutions of their day: governments, markets, temples, and other social groups. Our client seeks to influence cultural change today by understanding and facilitating the networking of modern institutions. With this in mind, we combined a classic font, to reflect the time-honored academic character of Cardus’ work, with a modern way-finding symbol to communicate the theme “old world wisdom for direction in a modern world.”
Sub-brands
Aligning the different projects, initiatives, studies and publications required a series of secondary identities, each with a distinct focus and purpose, and yet recognizable as a unified family.
Website
Taking full advantage of the latest technology, the Cardus website is an important hub in the organization’s activity. This is where their audience connects, where research, discussions and discoveries are published. This is where events are promoted and scheduled, products purchased and donations made. Beautiful styling combined with robust system programming allow Cardus to fully express its mission—as well as manage much of the organization’s activity—in a single place.
Visit www.cardus.ca.
Collateral
Here the clean, sophisticated identity is extended to the Cardus print materials: letterhead, business cards, CDs and note cards. Their note card, a mode of communication which makes a deliberate nod to tradition, is especially effective with its emphasis of the way-finding symbol die-cut into the card.
Comment Magazine
Comment Magazine aims to build a Christian intellectual, artistic, and culture-making community animated by the gospel; serving the people of God seeking the shalom of our cities (Jeremiah 29). We developed and maintain a clean, sophisticated and contemporary look for this magazine which appeals to the sophisticated readership of this community.