When Stanley Park Ecology approached Harc Creative, they were looking for more than just a rebrand—they needed a way to clearly differentiate themselves from the Vancouver Park Board while staying true to their deeply rooted mission. Their work in conservation, education, and ecological stewardship is vital, and their brand needed to reflect that.
Listening Deeply, Designing Thoughtfully
From the very start, our collaboration was built on deep listening. Tricia Collingham, Executive Director, noted how this process “led to a deeper understanding of the organization, its values, goals, and need for a rebrand, which all translated well into the brand design.”
One of the most significant strategic shifts was simplifying the organization’s name. By dropping “Society” from their brand, we helped Stanley Park Ecology present itself with greater clarity and approachability. This subtle yet powerful change allowed the organization to say more by saying less, reinforcing its focus on connection and inclusivity.
A Brand That Stands Apart
A key challenge was ensuring Stanley Park Ecology’s brand felt distinct. It needed to be unmistakably theirs—bold, recognizable, and deeply aligned with their mission. We focused on:
- Visual differentiation: A strong and flexible brand system that set them apart from parallel organizations while maintaining a sense of approachability.
- Mission-first messaging: Encouraging park visitors to self-identify with Stanley Park Ecology’s purpose and take action in conservation efforts.
- A hopeful, energized aesthetic: Moving away from a muted look toward a palette that reflects the vibrancy of nature and the passion of their community.
“The brand is clearly differentiated from Vancouver Park Board and unique to Stanley Park,” Tricia observed, affirming that the strategy resonated.
A Relational Approach to Branding
Beyond the design process, what stood out most to the team was the way we worked together. Tricia shared, “The relational approach that Harc takes led to a deep feeling of support and care for the outcome.”
That’s what we aim for—co-creating, not just delivering. By working closely with their team, we ensured that the final brand was something they not only loved but also felt ownership over.
Moving Forward with Confidence
With a clear and flexible brand, Stanley Park Ecology now has the tools to communicate their mission with clarity and impact. Reflecting on the process, Tricia offered this advice to other leaders embarking on a major branding project: “Harc is very welcoming and easy to work with. Their listening skills make it very easy to convey ideas and goals. As well, Harc creates a clear timeline and is incredibly timely in moving things forward.”
We’re honoured to have been part of this transformation, and we can’t wait to see how Stanley Park Ecology continues to inspire ecological stewardship in Stanley Park and beyond.
