Overview
Who
Alongside Hope (formerly PWRDF)
What
- Renaming
- Illustration
- Digital Marketing
- Print Marketing
- Website Development
- Branding
- Logos and Corporate Identities
- Graphic Design
- Website Planning
- Website Design
- Printing
- Copywriting
- Promotional Products
- Video
- Social Media
- Trade Show Displays
Challenge
The main challenge in renaming The Primate’s World Relief and Development Fund (PWRDF) was navigating the deep-rooted connection stakeholders had with the original name. As a faith-based organization, immense sensitivity was required to balance the need for a more accessible and inclusive identity, one that resonated with Anglicans, Indigenous communities, and people of other faiths, while still retaining a strong Anglican identity within the new name and tagline. This complex process was further compounded by significant stakeholder resistance to change, the necessity for extensive legal and trademark checks for over 200 name options, and the critical importance of cultural awareness throughout the entire rebranding journey.
The organization was also looking to adopt a more modern name to resonate with a broader audience and something easier to pronounce.
Target
The renaming and rebranding initiative for The Primate’s World Relief and Development Fund targeted both its deeply connected existing supporters, donors, and dioceses, alongside new potential donors and individuals beyond the Anglican faith. The goal was to evolve the organization’s identity to be more broadly accessible and inclusive, appealing to Anglicans, Indigenous communities, and people of other faiths, while carefully preserving its strong Anglican roots. By fostering a universally welcoming brand, the project aimed to broaden its reach, enhance engagement across diverse demographics, and ensure the new identity resonated with a wider spectrum of individuals and organizations committed to global relief and development.
Solutions
From Strategy to Impact
The renaming and rebranding of The Primate’s World Relief and Development Fund into “Alongside Hope” emphasized innovative solutions that addressed the complex challenges of identity, inclusivity, and stakeholder engagement. Central to this transformation was the development of a cohesive brand strategy that integrated the organization’s core values with its new, more accessible identity, while carefully preserving its strong Anglican heritage. To achieve this, the Cyan Solutions team employed a multi-faceted approach:
Collaborative and Inclusive Process: Recognizing the deep connection stakeholders had with the original name and the inherent resistance to change, Cyan implemented a highly collaborative process. This involved extensive engagement with the client’s management, Renaming Committee, staff, volunteers, board members, and other stakeholders from across Canada through over 15 in-person and virtual meetings and workshops. This approach ensured that all 50+ committee members felt heard and valued, fostering buy-in and navigating sensitivities effectively.
Extensive Research and Strategic Renaming: Cyan conducted comprehensive research and internal brainstorming, exploring more than 200 name options over multiple rounds. Rigorous availability and trademark checks were performed by Cyan for all proposed names, with the client conducting further legal checks on shortlisted options. This meticulous process, with a strong focus on the theme of “Partnership,” led to the selection of “Alongside Hope,” a name that was both available and met the criteria for inclusivity while retaining Anglican identity.
Comprehensive Brand Development and Rollout: Beyond the new name and its French version, Cyan developed a new tagline: “Anglicans and partners working for change in Canada and around the world” (and its French version), along with a detailed rollout plan. This included establishing full Brand Guidelines, integrating the new name into the updated logo, and standardizing email signatures. Digital and print communication assets were created, such as a new name launch video, an updated website homepage with domain migration and redirects, social media templates, email messages, and print ads.
Merchandise and Events Support: To fully embed the new brand, Cyan designed and facilitated the production of a wide range of branded merchandise, including apparel, rollup banners, luggage tags, pins, pens, tumblers, notebooks, tote bags, and postcards. A dedicated GearUp store was also created for internal and external ordering. Additionally, Cyan provided support for events related to the new name launch and updated the newsletter-magazine template for “Under the Sun,” ensuring a consistent and comprehensive brand presence across all touchpoints.
These solutions not only revitalized the organization’s external image but also fostered a renewed sense of purpose and alignment internally, reinforcing its commitment to inclusivity, broader reach, and sustained growth.
Approach
Our comprehensive approach to the Alongside Hope renaming and rebranding project resulted in a wide array of strategic and creative outputs. These elements were meticulously crafted to ensure a cohesive and impactful rollout of the new brand identity across all touchpoints, designed to resonate with diverse audiences and support the organization’s mission. Below are the key components we delivered, each accompanied by visual examples of our work.
New name and updated logo
This foundational deliverable established the very essence of the new brand. It included the development of the new organizational name, “Alongside Hope,” and its French counterpart. We also crafted a powerful tagline: “Anglicans and partners working for change in Canada and around the world,” also provided in French, which was integrated with the updated logo.
Typography
As part of the comprehensive Brand Guidelines, we detailed the specific typeface usage to ensure visual consistency and readability across all communications.
Brand Guidelines
As part of the comprehensive Brand Guidelines, we detailed the specific typeface usage to ensure visual consistency and readability across all communications.
Social media templates
To ensure a strong and consistent online presence, we crafted social media post templates for both images and videos, along with key social media communication messages to guide the announcement and ongoing engagement.
New name launch video
A compelling new name launch video was produced to effectively introduce “Alongside Hope” to all stakeholders and the wider public, conveying the vision and purpose behind the rebranding.
Under the Sun newsletter
We designed an updated newsletter-magazine template for “Under the Sun,” ensuring a fresh and consistent brand presence in their periodic communications.
Website
A complete overhaul of their website’s homepage was undertaken, facilitating the move to a new domain with essential redirects, ensuring a seamless transition and an updated online experience.
Printed and Promotional Items
Extending the brand’s reach into tangible materials, we designed various print and physical collateral, including impactful print advertisements. A wide range of branded merchandise was also designed and produced, such as pins, pens, tumblers, notebooks, tote bags, postcards, rollup banners, apparel (like sweaters), and luggage tags.
Strategic Planning & Support
Beyond the tangible assets, we provided crucial strategic frameworks to guide the successful implementation of the new brand. This included the development of a detailed execution calendar and a comprehensive communications plan to orchestrate the rollout. We also offered dedicated events support for the new name launch, ensuring a seamless and impactful introduction to all stakeholders.
Implementation
The implementation of the Alongside Hope renaming and rebranding project was meticulously coordinated, ensuring a smooth and sensitive execution across all areas, particularly given the multi-stakeholder environment. Throughout the project, Cyan Solutions maintained strong, continuous communication with Alongside Hope’s management, Renaming Committee, and staff to ensure alignment with their vision and goals at every step. The constant collaboration facilitated real-time feedback and iterative adjustments, which were crucial for navigating sensitivities and addressing stakeholder concerns effectively, culminating in the strategic announcement of the new name in late 2024 and its official launch in early 2025, following the completion of all legal proceedings.
New Name and Brand Identity: The rollout of the new name, “Alongside Hope,” and its accompanying tagline, “Anglicans and partners working for change in Canada and around the world,” followed a carefully developed execution calendar and communications plan. This strategic integration of the new name into the updated logo and the comprehensive application of the new Brand Guidelines across all internal and external communications ensured a cohesive and unified brand presence from day one.
Digital Presence: The digital transition was managed with precision. The new name launch video was strategically released to introduce the evolved brand identity to a broad audience. Concurrently, the website homepage was updated, and the move to the new domain, complete with essential redirects, was meticulously handled to ensure a seamless user experience. Social media templates and pre-approved communication messages were deployed to maintain a consistent and engaging digital voice throughout the announcement and beyond.
Print and Physical Collateral: The new brand identity was consistently applied across all print and physical materials. This included the design and production of impactful print advertisements and the updated “Under the Sun” newsletter-magazine template. Furthermore, a wide range of branded merchandise, from pins and pens to apparel and rollup banners, was produced and distributed, reinforcing the new identity in tangible forms across various touchpoints.
Merchandise and Gear Management: To streamline access to branded items, the dedicated GearUp store was launched. This online platform simplified internal and external ordering of merchandise and gear, ensuring that all stakeholders could easily access and utilize branded materials.
This phased and deeply collaborative implementation approach not only ensured the strategic introduction of each brand component but also successfully managed the inherent complexities of a large-scale renaming project involving diverse stakeholders. The meticulous execution fostered broad acceptance and laid the groundwork for the ongoing partnership between Cyan Solutions and Alongside Hope.
Results
Cyan Solutions’ comprehensive renaming and rebranding initiative for The Primate’s World Relief and Development Fund, now “Alongside Hope,” focused on evolving its identity to be more accessible and inclusive while carefully preserving its strong Anglican heritage. The project involved the strategic development of a new name and tagline, comprehensive brand guidelines, and a wide array of digital and print communication assets. We also designed and facilitated the production of branded merchandise and launched a dedicated GearUp store.
Our process was marked by extensive research, meticulous legal and trademark checks, and a deeply collaborative approach involving over 50 stakeholders. This ensured that sensitivities were navigated, resistance to change was addressed, and cultural awareness was maintained throughout. The phased rollout, from the initial announcement to the official launch, was carefully orchestrated to ensure seamless execution across all touchpoints. The result is a revitalized brand identity that fosters broader engagement, strengthens community connections, and positions Alongside Hope for continued growth and impact.
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