Formerly known as the Alberta Association of Services for Children and Families (AASCF), Align is an umbrella group of front-line agencies that provide contracted services for Alberta children and families. After 48 years, the organization had become a bigger, stronger and more confident body that needed an update to its brand (all of it).
We hosted facilitated sessions with the executive board and the membership to discuss the organization, its current direction and its future objectives. As good things often come unexpectedly, the name Align came out of conversation:
“When all the moving pieces come together perfectly and just work. It was like the stars were aligned…”
We explored a host of other ideas, but ultimately, it was from that conversation that the name Align was born. Just as stars cluster around each other, a collective like Align is a group of entities that work together to achieve a common objective.
The visual platform and identity we developed to support the brand alludes to constellations by referencing star trails. These connections represent the movement and accessibility of Align in an expressive and open way.