Manitoba Habitat Conservancy Brand Strategy

As the only Manitoba-focused organization on conservation and habitat protection, Manitoba Habitat Heritage Corporation had grown quickly and continuously. In response, they decided it was time to restructure and shift from a corporation to a registered charity, allowing for public donations and more meaningful partnerships with their various stakeholders. To do so, we needed to develop a brand strategy that solidified their public identity as a conservation organization, readjust their current name and create more established and lively brand visuals.

As an end goal, we wanted MHHC to discover a stronger sense of identity, increased recognition within the community and a secure connection between their brand name and values. As a boots on the ground organization building trust, they bring people together and inspire action not as an outsider, but as part of the rural and urban communities they work with.

After some strategic sessions, identified themes, thoughtful “namestorming” and further deliberation, MHHC chose their final, new name: Manitoba Habitat Conservancy. 

Once their brand story and new name were determined, it was time to reposition their visual identity to better reflect who they were. It was an opportunity to paint a picture of what was possible: Manitoba landscapes alive with people and nature. By embracing their new brand attributes, such as passionate, approachable, straight-forward and caring, this was a unique opportunity to help them visually stand out from their competitors.   

Using these themes, their new icon resembles a fingerprint. It’s used to showcase their hands-on approach. The shapes are irregular and unique which makes them approachable. Inside the icon, you can find three images – a goose, a fish, and crops – to symbolize the programs and initiatives that touch on all aspects of conservation while collaborating closely with the farmer to improve the habitat together. In the MHC acronym, you can find a hidden detail in the top part of the H. It can be seen as a speech bubble reinforcing this idea of the MHC having a conversation with the farmer. 

The brand was launched in September 2023 with a launch event where partners, the board and key stakeholders were invited to celebrate the new brand.