Espace allié

Espace Allié is a non-profit organization whose mission is to empower the loved ones of people living with mental health challenges.

CONTEXT
Formerly known as the Association des proches des personnes atteintes de maladie mentale de l’Estrie (APPAMME), the organization needed a new name, as the term “mental illness” had taken on a negative connotation. This was the perfect opportunity to update both their brand identity and their outdated website.

CLIENT SINCE

VISIT

www.espaceallie.org

INDUSTRY

CLIENTELE

  • B2C

SERVICES

  • Art direction
  • Brand image
  • Copywriting and translation
  • Graphic standards guide
  • Motion design
  • Search engine optimization (SEO)
  • Stationary
  • Various communication tools
  • Web hosting
Play

Avant

Après

Strategy

Ready to renew its brand identity, the organization chose to adopt a branding strategy to establish a solid foundation. The new name, Espace Allié, conveys that this nonprofit is a safe and supportive space for caregivers of individuals living with mental health challenges. The word Allié (ally) also communicates that support is provided to caregivers, regardless of their specific needs.

A positioning statement was then chosen: “Empowering the loved ones of individuals living with mental health challenges”, a phrase that also reflects Espace Allié’s mission and commitment.

A new brand identity followed, featuring a pastel color palette, rounded graphic elements, and a logo representing an inukshuk. Made of three stones shaped like a person, the inukshuk symbolizes the balance between the caregiver, the person receiving care, and the organization itself.

The previous website had a disorganized structure that made navigation difficult for users. Creating a clear and intuitive user experience was therefore essential. In addition, Espace Allié wanted to launch a brand-new service: Allié Jeunesse, designed for caregivers aged 12 to 29.

Today, the website is well-structured and easy to navigate. It also serves to educate the public about the often-overlooked role of caregivers in the context of mental health. In short, the organization’s identity has been renewed and modernized, with new, up-to-date tools developed to support its mission. With the help of the agency, Espace Allié successfully launched its new brand identity.