MakeWay – for what’s possible
MakeWay (formerly Tides Canada) has been a philanthropic change-maker in diverse communities across Canada and partner to new and existing environmental and economic projects beginning with the preservation of BC’s Great Bear Rainforest, through historic First Nations-led conservation agreements.
While well-known and respected, the Tides name had been muddied by their US counterpart along with political targeting. With new leadership at the helm, it was time to begin anew, starting with the name.
Not a typical charity, we needed to build a brand identity that embodied its purpose but also helped to explain the unique model at the same time. MakeWay became not just a name but a call to action. The identity reflected the momentum and energy of the brand yet maintained the human connection and gravitas that aligns with the change-making work they do. The identity provided the foundation for the video, marketing materials, and website.
Naming, Identity, Website, Video
Friends & Enemies were such valuable partners as we fully re-branded our national organisation on its 20th anniversary. They found us a powerful new name that brings the org’s DNA to life, and a visual identity we love. With a full suite of creative including punchy messaging and an anthem video that still brings a tear we’re so grateful that F&E joined our team.
Alison Henning, Director of Communications MakeWay (makeway.org)