Brand Identity — West Broadway Community Land Trust

Social Good Award Winner

LeBlanc (& co.) Communications

Ottawa, Ontario, Canada

The West Broadway Community Land Trust launched in early 2026 to protect affordable housing in Winnipeg’s neighbourhood of West Broadway, where 93% of residents rent and many face housing insecurity. The new organization needed a brand identity that reflected the essence and lived experience of the local community while also inspiring confidence among funders, partners and government. The brand was developed from the neighbourhood itself, drawing on photographs taken of textures, particularly from local housing, architectural details and trees. Local textures were folded into the brand in order to create a visual system rooted in ‘place.’

Cut-paper-inspired shapes were layered with these textures to convey warmth, authenticity and grassroots energy. A simple logo, showing a house, provided a clear foundation that allowed for rich expression in the illustrations. Fun, participatory art sessions with community members were held to make banners for events, engage the land trust’s members and infuse the new brand with a grassroots character. The resulting identity balanced expressive storytelling with the clarity needed for success in nonprofit communications, particularly in advocacy and fundraising. Community participation throughout the process ensured the brand reflected local voices, creating a visual identity that strengthens trust, recognition and engagement.