By Tanya Priske, Executive Director
Milton Glaser, one of the most celebrated graphic designers in the United States said: “There are three responses to a piece of design: yes, no and WOW!”
That’s how I would describe the process we took to develop the new Centre brand, although it probably would have been no; perhaps more of a slow yes, and then acceptance from you, our clients, on the WOW!
Prior to turning 25, the Centre team had many discussions on what we should do to celebrate our silver anniversary. We talked about a big event, several small celebratory events across the province, an awards ceremony, and finally decided on a bold new look to empower us as we look ahead to the next 25 years.
We wanted to better reflect the needs of our current members, and the women business owners we hope to work with in the future.
We took our time – months in fact – carefully selecting a company we felt would represent us throughout the strategic process. We chose Centre members, and we chose well. Everything culminated on December 6th at our Holiday Cheer event when we launched our new brand.
To say the process was a challenge would be an understatement. As a small team, I value everyone’s input and opinion. When presented with a final strategic document for review, we listened intently to the consultant’s findings and recommendations.
Did we agree with everything they said? Heck no! But I learned a lesson from that exercise: Ask the questions: Inquire about every aspect of the who, what, where and why. As Confucious said: “She who learns but does not think is lost! She who thinks but does not learn is in great danger!”
At Holiday Cheer, I saw the full impact of the new design. And behind that design there is a document that supports what it means to us, at the Centre. We wanted to inspire confidence, and challenge women entrepreneurs with a look that was less of a hug, and more of an invitation to challenge boundaries like never before! Our goal is to set you on a path that will cause your bank account to have as many digits as your phone number.
While change is never easy, celebrating a milestone and a new year, seemed to be the perfect time to revisit the audience we serve, and determine what you needed from us most. If you are ready to invest in your business, we are here to help, regardless of your stage in the journey.