BRAND IDENTITY
Everyone Belongs
CLIENT
First Capital REIT
YEAR
2023
ROLE
Brand Designer
DELIVERABLES
Logo, Brand Identity, Marketing Key Visuals
THE BRIEF
First Capital REIT asked me to develop a new visual identity for its Equity, Diversity and Inclusion (ED&I) initiatives. The identity needed to stand on its own as a distinct brand while still clearly connecting to First Capital. It also had to work across internal and public-facing materials, from posters and social media to employee merchandise.
THE APPROACH
I worked closely with the ED&I council to brainstorm several concepts before landing on the name "Everyone Belongs," which captures the spirit of inclusivity and unity. To tie the identity back to the parent brand, I took the First Capital logo apart and rebuilt its shapes as interlocking puzzle pieces. The pieces symbolize how individuals, each unique, come together to form something greater than the sum of its parts. I set the mark in purple, one of FCR's secondary brand colours, which feels warm and welcoming, contrasts with the original logo and still keeps a subtle link to the company. I then extended the system into posters and social content. Each one pairs the purple with line illustrations of diverse people and messages like "Tackling today's challenges, together."
THE RESULT
The final identity gives First Capital's ED&I program a clear, recognizable voice of its own while staying connected to the company's brand. It works consistently across posters, social media, T-shirts, tote bags and mugs, giving employees and the community a visible symbol of the company's commitment to inclusion.
