CAA South Central Ontario is Canada’s largest not-for-profit automobile association and one of Canada’s most trusted brands. We’ve been working continuously with them since 2018. Overdrive was tasked with implementing a brand refresh, to modernize and finesse the CAASCO identity.

While the central assets (CAA logo, colours and font) were sacrosanct, almost every other aspect of the visual identity received scrutiny and exploration in a robust brand expression exercise.

Overdrive extended CAA South Central Ontario’s (CAA SCO) visual identity into a practical Brand Playbook, giving internal teams, partners and stakeholders a clear system for applying the brand across print, digital, illustration, animation and campaign materials.

CAA South Central Ontario is Canada’s largest not-for-profit automobile association and one of Canada’s most trusted brands. We’ve been working continuously with them since 2018. Overdrive was tasked with implementing a brand refresh, to modernize and finesse the CAASCO identity.

While the central assets (CAA logo, colours and font) were sacrosanct, almost every other aspect of the visual identity received scrutiny and exploration in a robust brand expression exercise.

Following brand expression, we established design rules and standards, and compiled them into a Brand Playbook, making sure the standards were an understandable and replicable resource for internal teams, external partners, and stakeholders. The Playbook empowered them to effectively communicate and represent the CAA SCO brand in a visually coherent manner. Moreover, the Brand Playbook ensures CAA SCO will maintain a consistent visual identity that aligns with the organization’s core values and lines of business, enhances brand recognition, and foster a cohesive brand experience for years to come.

The Playbook includes guidelines and standards for the usage of logos, colours, typography, imagery, illustrations, animations, and other visual elements across various communication channels – many of which are assets Overdrive designed for CAA SCO.

The Playbook is a living document, and as needs arise, Overdrive works with the CAA SCO brand team to make refinements and adjustments to improve the brand experience.