Formerly known as the Alberta Association of Services for Children and Families (AASCF), Align is an umbrella group of front-line agencies that provide contracted services for Alberta children and families. After 48 years, the organization had become a bigger, stronger and more confident body that needed an update to its brand and communication strategy.
As a growing and more confident organization, Align needed to assert itself into a more public space. Under the guidance of my PR Director, I developed a new communication strategy which outlined a more proactive media relations approach - including tactics and strategies to position Align as the leading expert in children and family services in Alberta. I also drafted the advocacy kit for Align as a tool to distribute among its front-line agencies. The advocacy kit was designed to ensure consistent messaging across all agency members and included key messages and letter templates.
Align unveiled the rebrand to its membership during its yearly AGM. I prepared the rollout presentation and the copy on various collateral for the event, including the postcard distributed to all members.
* Work done for Berlin Communications