Arthritis Research Canada
Igniting Movement
We evolved the outdated brand and visual identity to better represent this patient-centered national research organization, and continue to support daily communications tasks in a Fractional Marketing Director capacity.
The Challenge
Arthritis Research Canada faced an aging donor base, low national awareness, and a brand that no longer reflected the quality of its research or its patient-centred approach.
A new communications team inherited a dated and fragmented identity and needed a stronger platform to attract future donors, increase awareness, and support funding conversations.
The Solution
Mothership developed a comprehensive brand refresh built around a central insight: research moves science forward so patients can move forward too.
The resulting brand platform, Igniting Movement, became the foundation for a new brand positioning, visual identity system, logo redesign, messaging framework and more. We also guided the organization through the strategic decision to retire the little-known "ARC" acronym from the logo and external communications.
The Results
The refreshed brand gives Arthritis Research Canada a stronger foundation for awareness-building and donor acquisition efforts.
The organization now has a modern, human-centred identity that balances warmth and empathy with scientific credibility.
The communications team has greater confidence, clearer messaging, and a suite of tools that enable more consistent storytelling across channels, with early signals that donor engagement is increasing.
