CABE – Branding & Design
The Canadian Association for Business Economics (CABE) is a national organization dedicated to connecting and supporting professional economists through conferences, webinars, and career development resources. I collaborated with CABE to modernize their visual identity, ensuring their brand reflects professionalism while appealing to a younger audience.
My work included designing a refined colour palette and a cohesive logo system, including the main CABE logo and customized provincial chapter logos. I also developed a structured salary survey and a professional PowerPoint template to enhance their presentations and reports.
A key challenge was balancing CABE’s established reputation with the need to attract early-career economists. Many young professionals see networking as less valuable than online research, so the new branding needed to emphasize CABE’s unique benefits—community, mentorship, and access to exclusive insights from top economists. Through a refreshed visual identity, the updated branding reinforces credibility while fostering engagement within the economic community.
Beyond design, my work also extended to ensuring brand consistency across various digital and print platforms. A strong, cohesive brand identity is essential for organizations like CABE, which rely on clear communication and professional credibility to engage their audience. By refining their brand assets, I helped CABE create a more polished and engaging presence across multiple touchpoints, including national and regional events, member resources, and online content.
In addition to refining the visual identity, I also worked on optimizing brand assets for various mediums while ensuring a cohesive look across multiple regions. A key aspect of this project was designing logos for three provinces that aligned with CABE’s national brand while maintaining distinct regional identities. Each logo incorporated consistent typography, colour schemes, and design elements, creating a unified yet flexible branding system.
Through refining CABE’s visual identity, I developed a cohesive branding system that balanced national consistency with regional distinction. By designing logos for three provinces that aligned with CABE’s brand, optimizing digital and print assets, and ensuring adaptability across platforms, I strengthened their professional presence. This unified approach enhanced engagement, reinforced credibility, and supported CABE’s mission to connect and grow its economic community.
