Applaud (formerly the QCC)

Rebranding after 75+ years rooted in history & tradition.

Applaud was known as the Quarter Century Club before working with our team. We worked closely with stakeholders including the Board of Directors, Applaud Staff and their 30k+ group of members through focus groups, surveys and weekly sessions to transition their 75+ year old brand to a new, reinvigorated, uplifting version appealing the new landscape that is Public Service in Ontario.

Industry:
Public Service, NFP

Location:
Toronto, Remote

Company size:
1-10 employees
11 Board of Directors

Services:
Naming
Brand Strategy
Brand Design
Copywriting
Annual Report
Marketing Support
Social Media
Brand Training

Applaud is made of over 30,000 members from all walks of Public Service. We had to dive into a number of surveys and focus groups to get the root of a new brand direction that would serve long-standing members, and those new to the industry.

Brand transition was key with the QCC. The membership is a long-standing not-for-profit requiring buy-in from all stakeholders including the Board of Directors, Staff, and member votes for things like a new organizational name. Together, we were able to build a cohesive, new strategy that outlined a clear value proposition and an identity to bridge the gap between tradition and forward movement.