Stollery with Incite
Incite developed a comprehensive brand strategy that included both visual and messaging tools and recommendations that their internal team could implement in the future. Upon extensive research, we named the legacy program the Great Bear Society. Using the Great Bear and Little Bear constellations, Ursa Major and Ursa Minor, as inspiration for the name, we were able to align their symbolism of health and protection to the Foundation’s iconic teddy bear to create a unique story of how one can have a positive impact even after they are gone.
Additional research also allowed us to identify the high level of discomfort people experience when discussing death. We knew we had to create a story that made talking about this subject matter—and asking for this type of bestowment—easier for all parties involved.