Rebranding for 
Children's aid Society

• Branding

• Marketing Strategy

• Design

• Colour & Typography

• Market Research

Together with a colleague, I worked on rebranding CAS to better reflect the heart of its mission — supporting children and youth who have experienced trauma. Our goal was to shift from a dated institutional identity to one that is warm, human, and trauma-informed.

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I led the visual direction of the rebrand, developing a cohesive look and feel that aligned with CAS’s internal care philosophy. From brand colours and typography to iconography and layout systems, each visual element was chosen to ensure that it is easily adhered to, but also distinct. 

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We also co-developed a refreshed brand voice and messaging framework to ensure consistency across campaigns, outreach materials, and donor communications.

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This transformation wasn’t just aesthetic — it was strategic. Every design and messaging choice was grounded in clarity, compassion, and connection.