Abiona Centre

Challenge

Massey Centre and Humewood House - two of Toronto’s oldest, multi-service agencies serving serving diverse, vulnerable, or marginalized pregnant and parenting young women and their infants - have amalgamated becoming the largest young parent and infant agency in Ontario with the focus on infant and early childhood mental health. They needed a new name and tagline, brand identity and brand strategy.

Solution

Abiona means ‘born on a journey’ and not every journey is a simple one. Young mothers or pregnant teenagers can feel like they’re on this journey alone, figuring out how to give their child the best start when they have no support, want to finish their education, and are looking for a safe place to live. Our new logo reflects the journey they are about to embark on in their lives. Our icon combines the ideas of new life, new dawn and the beginning of a new journey. In addition to the new brand, we created sub-brand logos and identities for two of their programs, Ujima Project, offering young parents access to early literacy, infant and early childhood and family mental health supports and, Kuumba Project, an innovative way to focus on the mental well-being of Black children from birth until Grade 1.