Branding a non-profit organization

branding identity passive house Passivhaus

Passive House Canada (previously known as The Canadian Passive House Institute or CanPHI West) is a non-profit organization that advocates for the use of the Passive House Standard in construction. They provide members with education, training, tools and access to an expanding network of practitioners so they can deliver low energy buildings with confidence.

In 2015 CanPHI West realized they were in need of a new name and identity to support increased public awareness and membership growth. Their existing name and brand was surrounded by confusion, lacked clarity, and had little emotional connection with key audiences.

After an in-depth brand audit, marketplace analysis, and industry research, CanPHI West evolved into Passive House Canada.

The new identity system included a logo, tagline, and messaging, and was delivered to the client in a comprehensive brand standards manual with rules and recommendations for how to apply the new brand.

Passive House is considered the most rigorous voluntary energy-based standard in the design and construction industry today, resulting in buildings that consume up to 90 percent less heating and cooling energy than conventional buildings. But the benefits don't stop there. They extend into reductions in operating costs, and simple to use systems which enable fine-tuned control over indoor air quality and temperature, resulting in comfort and quietness for occupants throughout the changing seasons.

The tagline "Build better. Feel better." encapsulates this message. To further support this concept, the tagline was stacked and contained in two horizontal bars like an equals sign, expressing the balance achieved through Passive House building.

To support the launch of the new identity, the website required a redesign. Formatted on a 16 column grid the website was designed to seamlessly adjust to different aspect ratios. The tagline device was used for the favicon to help users identify the Passive House Canada browser tab for easy cross-referencing. A temporary brand announcement landing page was designed to help familiarize members and users of the new identity.