Table of Impact Investment Practitioners

2021

An equitable, just, and sustainable Canada.

Creating a unified brand identity across Canada's social finance sector.

Process

Role: Brand Strategist, UX Researcher & Visual Designer
Team:
1 Brand Strategist, 3 UX Designers, 1 Project Manager, 1 Visual Designer
Agency: Dossier
Website:
TIIP

The Table of Impact Investment Practitioners (TIIP) brought together the expertise and energy of Canada’s social finance fund managers to power more economically generative, environmentally sustainable, socially just, and inclusive communities.

The TIIP came to Dossier with an incredible network of 35+ social finance leaders across Canada. We were tasked with building a comprehensive, emotionally captivating brand identity and strategic foundation to support TIIP’s robust network in amplifying and accelerating capital into social finance initiatives across the country.

My role focused on distilling the brand strategy into clear copy, synthesizing and performing user research, supporting the visual brand identity design, and designing the website user experience.

Understanding the social finance landscape.

Improving the lives of citizens, communities, and the environment at large.

Before diving into the brand strategy, we wanted to solidify our understanding of the social finance landscape in Canada. Who were the key players in the space? What was TIIP’s funding structure? What were some of the trends and challenges we needed to be aware of?

After collectively pooling key themes together, we defined it more broadly as: the mindful and intentional investment of funds to improve the lives of citizens, communities, and the environment at large.

Social finance: the mindful and intentional investment of funds to improve the lives of citizens, communities, and the environment at large.

TIIP's why, how, and what.

Exploring their core target audiences.

Representing a collective voice.

Using Dossier's 'Brand DNA Model' framework and gathering feedback with the TIIP team through collaborative workshop sessions, we further narrowed down the "why", "how" and "what" of their organization, which provided the foundation of our overall brand strategy.

TIIP's Brand DNA:
  1. TIIP's Why: To leverage the power of social finance to build more economically inclusive, environmentally sustainable, socially just, and resilient communities
  2. TIIP’s How: Through collaboration among practitioners, and mobilization of Canadian expertise in social finance
  3. TIIP’s What: A source of peer support, knowledge-exchange, and allyship. An advocate, identifying shared policy priorities, and speaking with a collective voice, to shape an enabling social finance marketplace
Writing a brand narrative.

Honing in on the their brand personality of knowledgeable, confident, innovative, and mindful.
Creating a sitemap addressing the needs of their key audiences.
UX/UI Design and style guide.

From its inception, TIIP has embodied a people-centred approach to investment. Our task was to go against the grain of the often intimidating financial sector and create a visual identity that made social finance feel inspiring, approachable and mindful.

Collaborating with the TIIP team, we synthesized and prioritized the goals of TIIP’s stakeholders together to guide the main homepage layout. By clearly defining each CTA for both primary and secondary users, we were able to design the content flow of the wireframes to match the motivations of each user.

Outcome

It was inspiring to collaborate with TIIP members from coast to coast, as it felt like one big family. Co-leading within the team, leaning on each other’s strengths, and jumping in when necessary were the keys to our team’s success.

Working virtually and iteratively, I also found it imperative to communicate early, and often. The TIIP not only ended having a real online presence, but also had space to speak to their mission of equitable funding for all. The inclusion of a member roster increased their reach and credibility as an organization.

Completing this project left me with the question: As designers, creatives, and collaborators, how can we best prepare our clients for the future? Designing and strategizing for a more equitable world in mind was something I valued greatly with this project.