Applaud
Industry:
Public Service
Location:
Ontario, Canada
Services:
Naming
Brand Audit
Focus Groups
Brand Strategy
Brand Design
Key Messaging
Brand Guidelines
Stakeholder Training
Marketing Support
Rebranding a 75-Year Legacy Organization for a Brighter, More Modern Future
Applaud (formerly the Quarter Century Club), a long-standing organization with passionate members, needed a rebrand to reflect its evolving mission while honouring its rich history. With diverse stakeholders—including passionate legacy members and a board with varying priorities—this project demanded careful strategy, collaboration, and sensitivity.
The Challenge
Balancing Tradition & Innovation for a Multi-Generational Brand
Applaud’s rebrand needed to honor the deep-rooted history and values of its long-standing members—many of whom had been part of the organization for decades—while also evolving to attract a younger, more modern audience. The challenge was to create a brand identity that resonated with older members who valued tradition and familiarity, while remaining fresh, flexible, and engaging for the next generation. Through focus groups, workshops, and membership audits, we navigated differing perspectives to craft a strategy that balanced legacy with innovation, ensuring the new identity reflected Applaud’s mission and could unite its diverse member base for years to come.
Our Approach
Strategic Collaboration to Build a Timeless, Future-Ready Brand
Our team guided Applaud through a purposeful renaming process, facilitating workshops and strategy sessions to create a name that aligned with their mission and resonated with both legacy and new members. To ensure alignment, we held a number of focus groups, and board presentations, building trust and clarity among stakeholders. The rebrand included developing a fresh, modern identity that honoured their deep-rooted history, supported by comprehensive brand guidelines for consistent application.
The Results
A Successful Rebrand That Honours Member Legacy & Brings New Energy
We were thrilled to be able to achieve alignment among the board, staff and members despite differing perspectives, fostering long-term buy-in and enthusiasm for the rebrand. The modern identity we delivered nods to Applaud’s rich history while positioning the organization for its future of new people in public service. Through a strategic rollout, we ensured a smooth launch across all platforms, gaining member understanding and positive acceptance of the new brand.