Children’s Aid Society of Toronto


The newly formed CAST Child Welfare Institute, (a division of the Children’s Aid Society of Toronto) which provides training, research, program evaluation and consultation services to social workers, needed a compelling brand platform. A key challenge identified at the outset was the necessity to engage and meet the needs of a diverse group of social workers representing partner agencies across Ontario.


We immediately engaged CAST’s team to gain input around hypotheses of the new offering and name. Through focus group moderation, we developed the market positioning and naming recommendation with key external stakeholder input. The process revealed that by focusing on the core benefit of supporting children and families, CAST could successfully engage partner agencies. This brand positioning was then used to develop a visual identity for the new CAST Child Welfare Institute, supported by graphic standards, templates and training.


CAST was not only able to launch the new brand on time and on budget but also develop a greater understanding of their potential market in the complex social services landscape. As a result of our strategy development, the client later advised that they were also able to increase their understanding of the most effective ways to communicate with their target markets and the types of ‘products’ that would be of most interest.

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