The Rainbow Society is a charitable institution here in Winnipeg. Founded in 1983, they were the first wish granting organization in Canada helping children with life threatening illnesses and their families. They were looking to revitalize their brand in order to increase their relevance.
The new name – The Dream Factory – more clearly represents both the function and the spirit of the organization. The airship logo design was inspired by the organization’s new positioning line: “Sometimes kids deserve to get carried away.” The Dream Factory helps kids forget about their illness – even just for a moment – and encourages them to get carried away in the anticipation of having their dream come true, the experience itself, and the memories they will keep with them when they return to their routine of doctors, treatments, and hospital visits.
When we develop a brand strategy, we work to peel away all the functional benefits of a brand and discover the emotional purpose behind what they do. For The Dream Factory, that greater emotional purpose is to create a sense of joy – and we used that to help us design the brand identity, values, and messaging.
“Working through this rebranding project with Cocoon was wonderful. They really challenged us to explore our organization in depth and to look at our brand from all angles, involving all stakeholders in the process. Because of this, the end result – The Dream Factory – is something that represents us perfectly, and it wasn’t just a typical solution. When the new brand was revealed to us, I don’t think there was a dry eye in the room – it connected so powerfully on an emotional level. We saw immediately how the the brand could be rolled out and what it could become.”
- Grace Thomson, executive director of The Dream Factory