The client
The ASO (Asperger’s Society of Ontario) is a registered charity founded in 2000 by parents of children with Level 1 ASD (including those previously diagnosed with Asperger’s Syndrome under the DSM-IV) and concerned professionals. ASO is the only agency in Ontario, Canada that is solely devoted to serving those with Level 1 ASD, their families and other interested individuals.
Scope
- Rebranding
- Corporate Visual Identity
- Brand guide
- Creative direction
- Web Design & Development
- Responsive/Mobile
- Social media identity
Needs & context
Rebranding
After 20 years, and some significant changes related to Asperger’s Syndrome diagnosis and revelations relating to the disorder’s namesake, the time came for ASO to refresh and modernize their brand, and adopt a new name that doesn’t stray too far from the original.
Web Development
“Our previous website may have served us well in the past, but in recent years it became unwieldy.” It was difficult to navigate from a computer, was not very accessible from a mobile phone, and did not integrate donations directly on their website (instead referring donors to a third party website). It was also not very easy to update. Plus, when their resource directory first launched, the website served as a helpful directory of contacts and information for the community. But without extensive funding, keeping this online resource updated became incredibly difficult.
Our approach
We had the responsibility to refresh ASO’s identity and website without losing their brand awareness, built over 20 years. Attention to core details were essential to accomplish a proper brand renewal moving forward.
The solution
We first had to focus on deciding which details were going to be kept unchanged to make room for something new. Once we had that clear, the new logo had to be simplified to achieve a fresh and modern style, with a responsive approach to accommodate and adapt to wherever it was placed.
The new website was developed taking in account a proper balance between useful information for the community and a clear and easy way for the users to get involved with ASO’s goals in helping and gathering resources regarding ASD Level 1 conditions. As every modern responsive website must have, we implemented state-of-the-art analytical communication tools (Google Tag Manager, Google Analytics, Facebook Pixel) to properly track user navigation trends and conversions for future optimizations.
Interactive design
Smooth and sleek animations come together with the design to create a unique and interactive brand experience.
Mobile minded
Specific attention was placed in design and development to ensure that the website looks pixel-perfect and is optimize for any screen sizes.
Results & achievements
Complete renewal of the company’s digital presence, including rebranding, responsive website and social media rebrand makeover (Facebook Page, Facebook Group, Twitter and CanadaHelps.org Profile).
Following new trends, we made available the online brand guideline and assets, with easy access for ASO’s team needs, community involved actions, outsourced events communications and media/press coverage.
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