As a relatively new organization, the PetroCanada CareMakers Foundation wanted to build awareness of their purpose: supporting Canadian family caregivers. The cause is one that Canadians broadly believe needs more attention, but many more established charities compete for their donations. To build awareness, CareMakers needed to let Canadians know who they are, what they do, and why caregiving deserves their support. Seeking an optimistic and active voice, SLD was asked to provide a visual identity, website, and content strategy to amplify their presence across the country.
A dynamic visual identity system, including a maple key-inspired logo, was developed for the CareMakers’ brand using bold colors and a clean but approachable font. The website features full colour photography and impactful storytelling, leveraging data from the CareMakers’own POV papers and grant success stories. Strong calls to action are highly visible throughout the site, encouraging users to get involved and donate. Unique content, including blogs, a foundation story video, and other graphic elements, supports the organization’s expertise and presence in the caregiving space.
