Refreshing Our Brand to Reflect Our Impact

At LeBlanc (& co.) Communications, our team is usually the one guiding clients through a brand refresh. But after a few years of steady growth, we realized our own brand had some catching up to do.

This case study shares what changed, what we learned, and how we approached our own reintroduction.

Our work had evolved – and so had our team. What started as a solo practice grew into a team of strategists, designers, and operations support. Now, we work on communications strategy, campaigns, design, and training for good causes — and only good causes. Our work powers nonprofits, labour, philanthropy, the public sector, and mission-aligned small businesses.

‍We clarified our brand personality and built a flexible visual system to match. Inspired by the circular shape of our sub-logo, we developed patterns, typography, and design elements that reflect how we work — expressive, intentional, and rooted in communication. Two new typefaces (Poppins & Field) now unify our look and help our personality shine through.

Our new Webflow site is built to grow with us — flexible, easy to maintain, and designed with clarity in mind. The biggest shift? Our case studies now take centre stage. They’re more fully developed, more visual, and better reflect the depth of our work and the impact we create with our clients.

Behind the scenes, our operations have grown. We’ve strengthened our internal systems, clarified roles, and built processes that help us work with more flow and capacity. 

This refresh was also a chance to put those systems to the test. Bryce, our Designer, pitched the brand refresh internally (and walked us through rounds of revisions), while Robin, Design Manager led the design and build of our new website. Marie, our Business Development Lead, led the marketing campaign developed to roll the new brand out with a bang. It was a full team effort!

• Strategy should always come first. We sharpened our messaging first  because a visual refresh without strategy behind it only goes so far. Before touching the design, we clarified our positioning, refined our voice, and revisited how we talk about our work and who we do it for.
• We also developed a new sales and business development strategy to align our communications with our long-term goals, helping us get more focused on where we’re headed.
• You don’t need to wait until your brand feels outdated to evolve. A strong brand isn’t about chasing trends, though we do love a good cultural moment now and then. It’s about being aligned with your purpose, your people, and your impact.

This refresh reflects how far we’ve come and sets the tone for where we’re going: more collaboration, more intention, and more space for creativity, both ours and our clients’. We’re building something that feels spacious and a little playful, structured enough to hold clarity, flexible enough to hold curiosity. 

The brand is polished, yes, but it also leaves room for spontaneity. For connection. For world-building.

In the months ahead, we’re gathering for our second annual in-person team retreat, stepping in front of the camera for a full brand photoshoot, and continuing to scale our capacity. We’re working with clients in housing, labour, gender justice, health, climate, and community-led change, taking on projects that ask us to go deeper into messaging, design, websites, and media training.

We’re proud of what we’ve built — and excited to keep shaping what comes next.

If your work has evolved and your brand needs to catch up, we get it. We help purpose-driven organizations clarify their voice and strengthen their presence, so they can do what they do best: impact change.

We’d love to support you through a refresh or rebrand that brings clarity to your message, alignment to your visuals, and momentum to your next phase.