While the National Aboriginal Achievement Foundation was respected for its work, particularly as it relates to celebrating achievement, there was growing frustration around what makes achievement possible: education. That too many Indigenous youth are being left behind due to the lack of education. Research also indicated this was a growing concern for key stakeholders and potential corporate funders because Canada’s fastest growing demographic is Indigenous youth.
Given NAAF’s core competencies in promoting Indigenous educational opportunities with its scholarship and bursary program, we created a new brand positioning “Indigenous Education, Canada’s Future” that focuses on the critical importance of Indigenous education to Canada’s future. That the time has come to break the cycle of Canada’s unrealized potential through the education of Canada’s Indigenous youth. We also created a new name Indspire that combines the key notions of Indigenous and inspiration to express the organization’s educational mandate. We then created a new brand identity (and sub-brands) that highlights the power of education to help Indigenous youth take flight.
What did we change? Indspire has adopted the new brand across all of its communications. Most importantly, the new brand idea has helped foster new and deeper levels of understanding, engagement and support for Indigenous education, especially amongst corporate Canada. In fact, Indspire has achieved record fundraising support from corporate Canada since the brand relaunch – a key objective of the new brand idea.