Actra Fraternal Benefit Society
Rebrand for an Insurance and Investment Company, owned by Actors and Screenwriters.
AFBS was at a crossroads. Although the not-for-profit was an insurance and investment organization, as a fraternal association it served a creative Membership—actors and screenwriters. Moreover, it was actually owned by those Members. And its Members did not feel the public persona of AFBS reflected who they were: friendly, accessible, helpful and dependable. Overdrive’s mission: nothing less than overhauling the way AFBS communicated to its members. AFBS had recently had an overhaul of its logo and was not in a position to change it. However, there were no brand standards associated with the identity, and many issues had not been reconciled, such as the use of the logo in reverse. So each of our tasks involved retroactively establishing brand expression for the identity in order to ensure all the materials were cohesive.
Our first major assignment was to brand the 2013 Annual General Meeting, “Creating Possibilities” and begin the process of giving a face to AFBS, one that reflected the marriage of its Membership and its purpose. A full library of new photography was commissioned to aid this. Part of the AGM involved designing an Annual Report that could be an ongoing template. Redesigning the AFBS website was a gargantuan task that was a constant balancing act between creativity and function.
Branding, Collateral, Brochures, Videos, Website, Annual Reports, Emailers
Overdrive Design Limited—Creative, User Interface Design, User Experience Design, Graphic Design, Illustration, Art Direction, Programming, Project Management
Creating Possibilities Creative Director—Michael Clancy
Sound—Mach Sound Studios
Creating Possibilities Music—Retriever Sound
Additional Video—Ruth Lawrence
Additional Music—Duane Andrews and Craig Young
Visit the AFBS website: afbs.ca
Writer’s Coalition website: writerscoalition.ca
Arts & Entertainment Plan website: aeplan.ca