The Black Healing Centre creates culturally affirming spaces where Black communities can heal, connect, and build collective power, not in isolation, but in relationship. When BHC came to us, they had bold ambitions to expand their operations beyond Montreal and eventually evolve into a national organization. A core part of this strategy involved securing a robust, diversified funding model to ensure long-term sustainability and to ultimately own their own physical space.
However, their existing brand identity was holding them back from this institutional vision. The old branding was overly whimsical, featuring a visually charged, highly detailed illustration that bordered on childish. This caused confusion regarding their actual services and lacked the flexibility required of a functional logo. BHC needed an identity that could build credibility with institutional funders without alienating the grassroots community members they serve.
THE STRATEGY
To uncover the brand’s essence, we hosted a co-creative workshop, engaging directly with BHC’s community members.
This immersive process led us to understand the spirit the brand needed to embody: the energy of a “Radical, Cool Auntie”. She is an authority who knows her history, but remains profoundly joyful, approachable, and unapologetic.
THE STRATEGY
The physical space of the Black Healing Centre was also a massive inspiration for our aesthetic choices.
Walking through their doors immediately felt like coming home. Their safe, welcoming environment makes people feel they could be their true, authentic selves. We wanted to capture this exact warmth in the new identity.
THE STRATEGY
Our strategy focused on balancing the original logo’s whimsy with a grounded, credible vision for the future.
We chose to preserve the illustrative style and floral elements of the original to honor their roots. We then evolved these visuals to tell a story of growth and the ongoing evolution of the community members who engage with the centre.
WHAT WE DELIVERED
We built a modern, optimistic visual ecosystem guided by the ethos of “for us, by us”.
THE IMPACT
The new branding successfully bridges the gap between BHC’s grassroots soul and its institutional ambitions.
The organization now possesses the professional credibility needed to secure major philanthropic support while acting as a trusted, authoritative hub of wisdom. Aesthetically, the brand feels like a soft, welcoming home for intergenerational healing.
BHC’s internal team is now using the new branding independently, doing an incredible job growing their programs and promoting their community. With a brand that matches their ambition, they are actively leading a community-driven holistic wellness revolution. The Black Healing Centre is successfully changing the landscape of health equity, ensuring that culturally relevant care and healing become a sustainable lifestyle for the community rather than just a passing trend.
