How we updated a name and a brand to be more accessible and inclusive

Case Study

Communication without barriers. Asign offers quality sign language interpreting and translation services all across Canada to connect people through sign language.

Overview

Who

Asign - SLIAO

What

  • Print Marketing
  • Renaming
  • Illustration
  • Digital Marketing
  • Website Development
  • Branding
  • Logos and Corporate Identities
  • Graphic Design
  • Website Planning
  • Website Design
  • Printing
  • Video
  • Promotional Products
  • Social Media
  • Trade Show Displays
  • Advertising

Challenge

The primary challenge in rebranding SLIAO into Asign was to create a cohesive and modern brand identity that resonated with both existing and new audiences. This required a balance of preserving the original brand’s values while introducing fresh elements to enhance accessibility and inclusivity. The project spanned various phases of branding, marketing, consulting, design and development; contributing to efficient collaboration and communication with all people involved.

Target

The rebranding initiative targeted both existing stakeholders and potential new audiences by focusing on inclusivity and modern appeal. The goal was to reshape the perception of the organization, enhancing its relevance in a diverse marketplace. By integrating accessibility as a core element of the brand’s identity, the project aimed to broaden its reach and increase engagement across various demographics. The new brand identity was designed to be universally welcoming, ensuring that it resonates with a broad spectrum of individuals and organizations who value inclusivity and contemporary brand aesthetics.

Solutions

Results

The comprehensive overhaul executed by Cyan Solutions was grounded in careful strategy and innovation, with a particular emphasis on inclusivity, particularly for the deaf community. Historically, the deaf community has faced numerous challenges, including communication barriers and a lack of representation in media and design. Cyan Solutions recognized these issues and prioritized the use of appropriate terms and culturally sensitive language when addressing this community. By integrating rigorous market analysis, the team ensured their changes not only aligned with current industry trends but also adhered to best practices in dialogue with the deaf community.

Accessible design practices were adopted to craft a visually cohesive identity across platforms, incorporating elements such as clear iconography and captions. Furthermore, a strong emphasis was placed on accessibility, enhancing usability for a broader audience, including users who communicate primarily in sign language or rely on visual cues. Streamlined communication strengthened brand engagement, while cross-functional collaboration guaranteed efficiency and strategy coherence. This multi-pronged approach not only rejuvenated the brand’s image but also established a robust foundation for future growth and competitiveness, with a respectful nod towards historically underrepresented groups.

For marketing professionals, brand consultants, and business owners looking to undertake a rebranding effort, this case study offers valuable insights into the process and the strategies that can lead to success.
Interested in how we can help your brand evolve? Contact us to discuss your next big project.



“Cyan was really helpful throughout the whole process. So one of my favorite things with Cyan is that it feels everything they do is really intentional and thoughtful. It felt like they asked a lot of thoughtful questions from the get-go. They took the time to research and get to know us and get to know our services and our target audiences and what we’re all about. They really cared to learn about our marketing strategy and just our objectives with the rebrand.”

  • Mackenzie Kearnan | Asign
  • Senior Marketing Lead

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