Aboriginal Firefighters Association of Canada (AFAC) and National Indigenous Fire Safety Council (NIFSC) Brand, Marketing Materials, and Web

Client

AFAC operates as a consortium of regional First Nations emergency and fire service. They are currently leading the NIFSC project focused on improving fire safety in all First Nations communities across Canada to protect and enhance quality of life, health, and safety.

Challenge

Phase 1

AFAC had a website that didn’t accurately explain their focus and programming. It was difficult to navigate and manage. The dual-language toggle on the site limited the user to choosing French or English at an initial landing page. AFAC also had a separate website for its key program, the Indigenous Fire Marshal Office, that also had problematic structure and design. The separate sites were unnecessarily splitting their audience and causing confusion around the actual organization and program structures.

AFAC and IFMO also needed a brand refresh to better align with their goals that focus greatly on fire safety and downplay firefighting. Their newsletters and information packages were disjointed and needed to be brought in line with a new brand direction.

Phase 2

In 2020, IFMO was renamed the National Indigenous Fire Safety Council project to better align with the direction of the project. A completely new brand was undertaken to focus on the project itself. With the project gaining speed and complexity, there is an ongoing need to communicate the purpose and status of the project, and securing support from stakeholders.

Solution

Phase 1

• Comprehensive digital strategy that included SEO research, content strategy, and site mapping to bring the two sites into one and establish the best approach for future development
• Implementation of a robust language toggle allowing users to switch languages on any page
• Responsive design and fast load speed to serve communities with limited internet and cell service
• Brand standard manual and execution across all mediums

Phase 2

• New brand developed for the renamed organization
• Digital strategy for the development of NIFSC website focused on the project. Plan for pushing traffic to new site
• Social media awareness campaigns, and campaigns for lead generation and events

Result

Phase 1

A reliable single site that is easy to manage. SEO for the site has improved dramatically since launch, showing better reach and engagement with the site. The brand has been implemented on several print pieces and used across Canada at conferences and meetings.

The new site launch has given the IFMO/AFAC site a new position for 25 key search terms (we started with 0, and it’s growing every week). The new ranked keywords increased monthly search impressions by 816%.

There has been a 1943% (20x) increase in organic search traffic since the new site launched, a change from fewer than a dozen visitors a month to over 300.

Phase 2

• Rebranded site for NIFSC. Increased followers and mailing list by 30%.
• Ongoing social media management on 4 channels.
• Promoted and organized regional stakeholder information sessions — online forum for learning about the project and creating dialogue.

The branding project

This branding project was scheduled over a four month period to align with meetings of the governing advisory board. The advisory board was comprised of industry professionals from 9 different Indigenous communities representing all regions of Canada. The board was needed to provide direction and vision for the brand. It was Spryberry’s role to find the common ideas that spanned all Peoples and regions as well as representing the purpose of the NIFSC.

We facilitated two branding sessions with the board. Each of the board members provided their insight into their vision of the brand and logo. This was a roundtable discussion with the Elders in the group providing guidance. The ideas put forward reflected the individual’s place on the land, cultural history and stories. Some were similar and others were quite varied.

The board asked us to use an independent Indigenous artist to create the icon for the logo. We selected and then collaborated with the artist in creating five concepts that covered the board’s vision. These were presented to the NIFSC executive director who provided initial feedback.

Four of the concepts were presented to the board. We provided a story for each concept to help align what they were seeing with their vision. The board provided feedback with a request to refine one of the concepts. We worked with the artist to refine the icon and presented a final concept to the board along with a story/explanation of the icon and layouts for the full logo. The final concept was approved unanimously.

Finally, we worked with the artist to create a series of backgrounds and graphic elements to further build out the brand story to ensure all regions of Canada were reflected in the brand.

Spryberry put all the elements together into the brand standards and is responsible for ensuring the brand is used consistently throughout the organization. We’ve created numerous templates, the website, and printed materials using the brand.

We enjoyed the opportunity to collaborate and listen to the ideas from the different regions. This was a challenging and fulfilling exercise in getting to know a number Indigenous Peoples and the common threads running through their cultural stories.

Other Services

• Communications planning
• Social media strategy and management
• Production of all content in English/French
• Quarterly newsletter writing, design, production, distribution
• Graphic design for print and web
• Media relations and monitoring
• Management of information updates
• Communications support to IFMO project team
• Reporting on activities and communications

Simon Fraser University, The Morris J. Wosk Centre For Dialogue

Founded in 2000, The Morris J. Wosk Centre for Dialogue at Simon Fraser University is located in Vancouver, BC. The Centre uses dialogue and engagement to create solutions, exchange knowledge, support community-engaged learning, and build capacity in the knowledge and practice of dialogue.

Problem

The Centre for Dialogue had a huge legacy site with too much data. The previous site lacked organization and contained an abundance of content that had been added without a strategy in mind.

Approach

The Spryberry team undertook a digital analysis, created new site maps, and developed a strategic refocus for different users, while using the existing SFU content management tool. The client worked with the content, with help from Spryberry with writing and editing. The process of loading the content was split between Spryberry and the client so that the client can manage their site going forward. Templates, along with guidelines and how-tos for using them from a brand perspective, were created.

Result

The goal of this project was to create a site with better organization and an improved user experience. The client has a lightweight site that cross-promotes their content and purpose in a more integrated way. The new site explores the complexity of the Centre for Dialogue in an easy to understand way.

Previous Website

Burns Lake Community Forest

The Burns Lake Community Forest covers an area of more than 92,000 hectares in Burns Lake, BC. This unique area has tremendous cultural, environmental, and economic significance to the area and strives to create and maintain beneficial relationships for recreation, education, First Nations partnerships, and communities.

Problem

The Burns Lake Community Forest was looking for a way to drive traffic to the website. They needed an attention-grabbing way to showcase the uniqueness of the community forest and tell the story of why it is so special and why it’s good for the community.

Approach

Information was pulled from a report to create a series of Q & A sets, which were turned into animations, similar to pop-up videos. Spryberry also took the lead in arranging the voice over and animation work. These animations will be used on their website and a local cinema will run them in a trailer before movies.

Gummy Geek

Gummy geek, based out of California, is a newcomer to the gummy vitamin business. As a new company, the client needed the full suite of services: brand strategy, story voice, logo development, packaging, product animation, social media, social and search marketing campaigns, digital website strategy, and positioning in the marketplace. We also assisted in setting up an ecommerce store and, as they plan to sell primarily on Amazon, we worked with an Amazon specialist to align their strategy accordingly.

Ayont

Ayont Cloud Services delivers cloud-based business IT solutions. The team of technology and business professionals at Ayont provide consultation, design, testing, and implementation services including cloud migration, data management, and cloud finance management.

Problem

The client needed to get a simple site up quickly that they can build on in the future. Content needed to be loaded and organized on the site.

Approach

Spryberry created a clean and simple site for the client. The client provided their own content and Spryberry did a bit of editing.

Result

The goal of this project was to get the site up and functioning within a short timeframe. The team at Spryberry met this challenge head-on and got the site up in 2 weeks. The client can now promote their services and get funding. Search analytics are being gathered to inform future adjustments to the site.

KIDS – Kamloops Interior Dragons

Kamloops Interior Dragons is a recreational dragon boat club for individuals 55 or older in Kamloops, BC. This volunteer-run team is lead by experienced coaches and paddlers and practices on the South and North Thompson rivers

Problem

The former website for the Kamloops Interior Dragons was old, outdated, and difficult to update.

Approach

The team at Spryberry helped to redesign the content and improve the layout. Assistance was also provided for rewriting site content and in the use of better tools.

Result

The newly redesigned KIDS site allows the club to showcase events, including member-specific events and inter-club races. A blog was added to the site so that the club can provide members with timely updates and news.

Previous Website

KAIS Consulting

Founded in 2000, KAIS Consulting is a Canadian Management consulting firm providing collaborative and tailored solutions to individuals and organizations in the public and private sectors. The founder is an organization potential expert with a deep background in governance and political consulting.

Problem

KAIS Consulting needed a unique and bold website re-design that used modern themes and captured the client’s vision. The client was transitioning to full-time consulting and needed to launch a mobile friendly and engaging website to showcase her consulting services.

Approach

• Strategized the new design with the client in order to capture her value proposition and personality in the overall feel of the website
• Launched a re-designed mobile friendly website that engaged visitors
• Updated the client’s stationary materials
• SEO to increase traffic to the new website
• Edited website copy and crafted more concise language on landing pages

Result

The client is now confident to showcase her work to her target audiences and to the business community. The re-design is modern with unique and engaging landing pages. Through our work, KAIS Consulting is now ready to capture new business leads and generate success.

Business of Creativity

Business of Creativity is founded by Aura McKay, the creator of The D.A.M.N. Plan, and an international award-winning photographer. With a background in Financial Management and Marketing Communications, along with 20 years of experience as successful creative entrepreneur, Aura launched Business of Creativity to help other entrepreneurs generate success through training and consulting.

Problem

Business of Creativity needed a new look and modern designed website. The previous site was outdated and visually unappealing. The language needed to be updated to reflect the client’s value proposition in a stronger and more concise way. The client was looking for a strong logo and brand to capture new business and showcase services.

Approach

• Created an engaging and responsive new website, centred on the client’s services
• Designed a contemporary, colorful, and adaptive new logo
• Designed a strong strategy to increase traffic through the new website design
• Edited the website’s copy and update the language
• Consolidated various domains associated with client’s work

Result

Spryberry built a responsive and engaging website, and an eye-catching new logo for the client. The landing pages highlight the client’s current online courses and workshops, drawing viewers in through strong calls to action throughout each page. The client is excited about the new look and feel of the website, and is ready to launch marketing plans to capture new business. The client’s business associates commented how much more the website reflects the client’s unique work and personality!