Welcome to White Crow Communications

Allies in Aging

A name, tagline and visual identity for Allies in Aging has enabled this new collective impact initiative to speak cohesively to its partner agencies, senior volunteers and clients, government bodies, and potential funders and financial supporters. The comprehensive branding process included independent research, stakeholder interviews, and an interactive discovery session.

The Challenge

The Allies in Aging program mobilizes four lead service agencies and over 30 partners to connect seniors age 75+ and minimize social isolation. This collective impact initiative is funded in part by the Government of Canada’s New Horizons for Seniors Program – but in late 2016, the program didn’t have a name, a visual identity or a web presence.

White Crow was approached to brand this new and highly collaborative program, which needed an identity that would speak to the partner agencies, senior volunteers and clients, government bodies, and funders and financial supporters.

The new brand gives the partner agencies a unified, cohesive identity that reinforces their core mission. It’s a recognizable umbrella brand that will grow along with this important community program.


We began the project with independent research, stakeholder interviews, and an interactive discovery session. After reviewing the initial findings, we held a lively, half-day panel discussion with local seniors who volunteer with partner agencies. The conversation explored their personal experiences in the community, thoughts about battling isolation, preferred language, visual references, and more.

Through multiple iterations, our team incorporated the stakeholder and volunteer feedback to develop the Allies in Aging program name and the supporting tagline: “Connecting seniors across the community.” We designed the colourful, circle-based brand and logo treatment to feel bright, inclusive, and engaging.


The Allies in Aging website leveraged the extensive research and strategic planning conducted for the program’s brand development. The site has a large user group, because it represents the four key Allies projects and acts as the primary storytelling and engagement resource. The site also provides a hub to recruit and update volunteers across all of the associated programs.

  • Our communications team began working with White Crow Communications in 2011 when we contracted them to provide strategic direction on one website. Over the past four years, we have hired Sarah and her team to provide guidance and their expertise on at least five large projects. Sarah’s very nature is to be collaborative: she seeks to learn from everyone and offers her strategic viewpoint in an always unflappable manner. They’ve become our go-to partner when undertaking a new web-based project.

    — Carolyn Grafton, Senior Communications Manager, Doctors of BC

  • As a team, we would characterize the White Crow members as approachable, accountable, enthusiastic, flexible, knowledgeable and experts in the field of web development. In the end, they truly executed on the web strategy resulting in a website that delivers a premium brand experience catering to our target audience.

    — Abdulla Abdulla, Former Web Manager, BlueShore Financial

  • Working with White Crow has truly been a wonderful experience. They combine strategy with design to create some amazing work.

    — Sue Bauman, Former Executive Director, Family Services of the North Shore