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Pacific Parkinson’s Research Institute

New branding with a wordmark-based logo reflects the strong reputation that PPRI has built in Vancouver and across the country. By enhancing the public-facing persona of this non-profit, fundraising charity, PPRI is equipped to continue its urgent and highly personal fight against a devastating disease.

The Challenge

The Pacific Parkinson’s Research Institute (PPRI) is a non-profit fundraising charity that supports ground-breaking research conducted at UBC’s Pacific Parkinson Research Centre.

While the Institute has a committed base of donors and funded scientists, the organization needed a new brand to reflect its strong community reputation – which includes low administration costs and highly effective research activities. For the PPRI team, the fight against this disease is both personal and urgent; it was time to enhance their public-facing persona.

Our Strategy

After a series of stakeholder interviews and discussions, we developed a comprehensive brand questionnaire that uncovered PPRI’s core mission. We also conducted a global competitive analysis and held an interactive discovery session to learn how the PPRI team wanted to express their mandate, their fundraising work, and how they bridge cutting-edge science and community participation.

It became clear to our team that the brand should be a wordmark, instead of an image-based logo. We integrated precise fonts, colours, sizes, and spacing to balance approachability with structured, world-class innovation. The design is solid without feeling stuffy.

Instead of using stock images, we shot original photography and video footage to authentically reflect the important, day-to-day research work occurring at the Pacific Parkinson Research Centre.


Once the brand was finalized, we extended it to business cards, digital presentations, videos and a new website. The organization now has clean, consistent collateral that’s appropriate for every situation.

  • 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