An organization’s brand is about more than colours and a logo. A brand is an articulation of values and mission. For SEP, the last time the brand was modified was around 2000 as Ontario Hydro was split up and the union went from a single bargaining unit to many.
Now, close to 20 years later, SEP is taking stock of the seismic changes within the union and the world it exists in to define a new brand.
Through a competitive tendering process, SEP picked Point Blank, a Canadian creative and digital agency that has worked with leading unions, not-for-profits and businesses, to produce the new brand. While the rebranding process has just begun, the final product will be presented for approval to Society Council, SEP’s highest governing body short of a referendum, at its annual meeting in November.
In lead up to November, Point Blank will be leading an inclusive process to gain a deep understanding of how members, leaders and external influencers see SEP. Through that process, some members can expect to see survey opportunities that will help inform the development of SEP’s new brand. From that will come what is known as a “brand story” that creates a narrative of the union in a way that is intended to create an emotional response. A logo, colours, font and other visual elements will flow from the brand story.
The rebranding will coincide with a redeveloped union web site that reflects the new brand and takes into account the broad range of feedback received about the existing SEP web site.