Multicultural Health Brokers Cooperative Ltd. is a small organization in Edmonton, Alberta. It offers culturally and linguistically relevant health education and holistic family support, community development and citizen engagement for immigrants and refugees, among many other outreaches. They needed to be seen as warm and caring, innovative and creative; a social change agent working through meaningful relationships, and spiritual and social transformation. MCHB wanted their corporate image to reflect their organization’s spirit and aspiration, including a unique design for the name “Multicultural Health Brokers Cooperative”. Colours that identified the organization and needed to be included were: purple, warm beige, burgundy, and spring tones.
The first few drafts attempted to communicate the holistic family care and support: being held and supported by the organization. Solutions weren’t simple as the organization offers several services to a kaleidoscope of cultures, and thus no one culture should be more recognizable in the brand than another.
The final proposal was a flower symbolizing a strong family member, the mother. She has a waiving bar in the button giving the sense of being the family’s base, but at the same time giving a spiritual and holistic subtext. The petals symbolize different cultures coming together looking for support, and the bright colours offer hope and happiness.
The typeface for the acronym is “Baker Signet”, being formal with some sherifs. The font type I used for this organization is “Gabriola”; MCHB requested a freestyle type representing the freedom of beliefs and cultures.
Business Cards are front and back. On the back are the services and support that the organization offers.
There is a gradient with the logo’s colours as support graphics that was designed with an ethnic texture, as most of the refugees’ cultures have varied backgrounds.
A first page and second page were designed for the letterhead. They offer ample documentation with photocopies. MCHB requested a more formal first page and a simpler second page for high volume documentation.
A brochure was designed as the promotional piece to endorse the organization at expos, conferences and government organizations.
A display banner was also designed to promote all the programs that they offer that can be placed outside of the office and at expos.