Rebranding the Calgary Sexual Health Centre to the Centre for Sexuality

The scope of work of the Calgary Sexual Health Centre was growing beyond Calgary. Programs were beginning to get provincial support. That geographic shift alone could drive a rebrand but the name itself was found to be too focused on the words sexual health, which for many meant testing for STIs. The work of the Centre was far broader than that. For fifty years, they’ve been leading the way in the areas of sexuality, healthy relationships, human rights, gender identity, sexual orientations, equality and consent across the human life span.

Using a Brand Model built by our colleagues at Stormy Lake Consulting FERVOR embarked on a branding process. FERVOR (then juice creative) wrote a Core Story, key messages and guidelines for a more powerful brand voice. FERVOR distilled their messaging into three phrases to communicate their core work: We teach. We train. We advocate. Previously, the team had great difficulty communicating exactly what the centre did. This gave them focus and clarity. You can see those phrases live on their website: https://www.centreforsexuality.ca/about-us/

FERVOR designed a full identity. We are happy to share the identity development process. Just contact us if you’re curious. We created design assets that could expand the graphic language of the “imperfect perfect circle of humanity” visualized in their identity. We gave guidance and templates so the team could adopt and own the identity. We created a launch video that served to reveal the new name and position the Centre for Sexuality work as life affirming.