Challenge
Fuel Cells Canada (FCC) is a non-profit national industry
association dedicated to advancing Canada's world-leading fuel cell
industry. To support an overall awareness campaign, the organization
required a repositioning to elevate its stature among key stakeholders.
NextPhase’s challenge was to brand the association with an identity that
positioned it both nationally and internationally with a ‘made in
Canada’ personality. The branding also had to communicate to industry,
governments and customers around the world.
Action
Initially, NextPhase designed a new identity with a ‘Canadian fuel
cells’ look and feel. Next, we created a new membership brochure and
website to communicate key messages and latest industry news, as well as
enlist new members. An eye-catching framed membership certificate was
distributed for display by members. The branding program also included
launch ads, a multimedia presentation and trade show collateral.
Results
Fuel Cells Canada recruited a substantial number of new members in
the months after they unveiled the new branding and marketing materials
at numerous events. Awareness was also created through the new website
which encourages online registration. The organization also received
substantial government funding. “We were very pleased with the
‘world-class’ look NextPhase has created for Fuel Cells Canada. Our
organization now has a strong Canadian image to rally around” stated
Brian Josling, President, Fuel Cells Canada.
