Case Study: Belonging Network creates an inclusive new brand with Affinity Bridge

Belonging Network launches an inclusive rebrand with Affinity Bridge in 2 phases

The Belonging Network, a Canadian non-profit supporting adoptive and permanency families and youth, engaged the vendor Affinity Bridge for a branding and strategy project. Their challenge was to rename and rebrand the organization, formerly the Adoptive Families Association of BC, to be more inclusive of its expanded scope and to create a lasting identity that reflected its wide-ranging support services.

Affinity Bridge conducted a discovery process involving stakeholder interviews to develop the new name and brand identity. The solution included the creation of the "Belonging Network" name, a custom logo with a warm, inclusive color palette, and a comprehensive brand style guide. The new brand successfully reflected the organization’s core value of belonging, providing a cohesive visual identity for all communications.

Belonging Network