AT FULL WINGSPAN

'AT FULL WINGSPAN'

visual identity development (2025)

The Challenge: To replace the the Canadian MPS Society’s clinical visual system with one that emotionally resonates with the children and families it serves.

The Solution: A refreshed brand identity was developed to shift the tone from sterile to playful and human. This featured rounded, bubbly typography, a vibrant colour palette, and a new emblem of a dragonfly - a universal symbol of hope. The dragonfly was illustrated with the intentional looseness and imperfection of a child’s drawing, reflecting the spirit of the community it represents.

The Outcome: The new visual identity brings personality to the Canadian MPS Society’s digital presence. The updated visual system uses playful design elements to foster emotional connection with the chilren and families the organization serves.