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.
