Challenge

As the only organization providing comprehensive epilepsy support across Southern Alberta, the Epilepsy Association of Calgary had built a strong reputation for impact. However, its brand no longer reflected the scope, professionalism, and reach of the organization.

The existing identity centred on a penguin mascot intended to symbolize resilience, but it often created confusion. Many people assumed the organization served only children, while the name itself suggested a local focus despite services extending far beyond Calgary through a growing digital-first model.

With its 70th anniversary approaching, the organization saw an opportunity to evolve. It wanted a brand that would better support clinical partnerships, strengthen fundraising efforts, and communicate the credibility and care at the heart of its work.

Result

Through No Small Change, Atom Studio’s grant program for nonprofits, we partnered with the organization and brand strategist Ryan DeGama to help define the next chapter of the brand.

Building on an existing strategic foundation, we explored multiple creative directions before developing a visual identity that balances professionalism, accessibility, and warmth. A key recommendation was renaming the organization to Epilepsy Southern Alberta, better reflecting its geographic reach and improving recognition among clients, healthcare professionals, and referral partners. The recommendation was approved alongside the new visual identity.

At the centre of the brand is a logo built from interlocking circles – a reference to the brain and a symbol of connection, support, and community. The visual system extends from this idea through custom typography, a refined purple-led colour palette, and flexible design tools that help staff and volunteers create consistent communications across channels.

Deliverables included an online brand guide, stationery, t-shirts, banner stands, brochures, posters, and social media templates. The result is a brand that feels as credible, welcoming, and professional as the organization itself, positioning Epilepsy Southern Alberta to strengthen relationships, expand its reach, and support more people across the region with clarity, confidence, and care.