WeaveChange

Brand identity & website
Four women sitting around a table, looking at a tablet.
Project Type:
  • Brand identity
  • Graphic design
  • Social media
  • Website design & development
Sector:
  • City Building
  • Human Development

The City for All Women Initiative (CAWI) is a grassroots organization committed to making the cities of Ottawa and Gatineau more inclusive through capacity building, civic engagement and collective advocacy. Drawing on 20 years of experience, CAWI created WeaveChange, a new social enterprise designed to help non-profits, NGOs and government organizations become more inclusive. To launch WeaveChange, they required a brand, website and go-to-market materials that reflected its unique training and services in Equity, Diversity and Inclusion, Anti-Racism and Anti-Oppression, and Inclusive Facilitation.

Our team started with the brand. We met with CAWI facilitators, staff and trainers as well as community organizers who had participated in WeaveChange workshops and put their training into practice. These conversations helped us understand WeaveChange’s approach to EDI. We identified the brand’s pillars and key messaging and, through an iterative process, developed the tagline “EDI Done Differently”. This work, alongside CAWI’s signature logo, informed the design of a visual identity and website that are welcoming, helpful and forward thinking. Paired with a go-to-market materials that supports WeaveChange’s goals, CAWI is making a bigger impact on the lives of community members from all backgrounds and helping organizations grow the good.

WeaveChange homepage
Text on a dark purple background reads “WEAVE CHANGE” in large orange letters, with “EQUITY DIVERSITY INCLUSION” stacked in smaller white letters to the right of WEAVE. The A in CHANGE is stylized as a woven line.
Text on a light yellow background reads “WEAVE CHANGE” in large dark purple letters, with “EQUITY DIVERSITY INCLUSION” in smaller orange text to the right. The letters “A” and “N” in “CHANGE” are creatively interwoven.
Weave Change Brand guidelines

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info@sprucecreative.ca
(613) 482-0603
200-145 Spruce Street
Ottawa, ON K1R 6P1