OMG CFS Brand Strategy
We developed a cohesive "Branded House" identity for the Otipemisiwak Métis Government Children and Family Services, creating a culturally grounded visual system—including a cast of custom illustrated characters—that connects Métis families with vital support.
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OMG Children and Family Services
Since 1928, the Otipemisiwak Métis Government has governed the Métis within Alberta. Within this government, the Children and Family Services department (CFS) provides culturally appropriate opportunities for Métis families to maintain connections with community, culture, and services.
CFS wanted a brand strategy and a unique visual identity and brand voice that would differentiate it from the general Otipemisiwak Métis Government brand. This brand strategy needed to address the needs of six programs within CFS, remain flexible to the development of future programs, and ensure that CFS has a cohesive overarching brand that thoughtfully integrates its various program brands.
When they came to us, they had five programs within the department, but were lacking both a clear brand strategy to ensure a recognizable and trustworthy brand and a cohesive brand identity that would foster strong brand recognition.
Our solutions
With the strategic goal of creating continuity in the visual language that “speaks” for the various CFS programs, Beacon undertook an extensive discovery process to better understand the perspectives, needs, and pain points related to the existing CFS department branding. We circulated a discovery survey to key individuals within the different CFS programs, coded their responses, and identified commonalities and outliers in the respondents’ thoughts and feelings about the future CFS brand.
Based on our findings, we recommended and subsequently developed a Branded House strategy in which the CFS programs would be housed under one branding umbrella, tying together the programs with a consistent visual identity that feeds into the CFS parent identity. With a focus on visual language, copy style, and audience characteristics, we created a brand strategy that incorporates department-wide, audience-specific, and program-specific elements, along with guidelines to ensure the integrity of the CFS brand.
A key component of our solution was the creation of the "Early Years Pals" to specifically engage the youth audience. We designed a cast of anthropomorphized characters—including Moose, Lou Lou the Bison, and Beaver—using a textured "paper cut-out" illustration style to feel crafty and approachable. These characters are culturally grounded, wearing traditional Métis sashes , and serve as friendly guides through educational materials, ensuring the brand feels fun and accessible for children while remaining professional and trustworthy for adults.
The payoff
The result is a robust brand system that balances distinct identities for six specific programs while maintaining a recognizable overall CFS brand.
By implementing audience-specific rules—using the "Pals" and bright colours for youth, and mature, limited palettes for adults—we ensured that CFS can effectively communicate with all members of the Métis community. The brand is now flexible enough to support future growth while remaining deeply rooted in Métis culture and values.
Aquinnah Headwaters.
