Brand Strategy & Positioning
Naming
Brand Identity
Visual Identity
Brand Guidelines
Logo
Wordmark
Brand Launch Video
Motion Graphics & Animation
Website
Creative Direction
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Ampere, formerly Pinnguaq, had grown significantly since its founding in 2012. Initially created to provide equitable access to STEAM (Science, Technology, Engineering, Arts, and Mathematics) education in rural and underserved communities, Pinnguaq had expanded its services.
The name “Pinnguaq,” meaning “Play” in Inuktitut, no longer reflected its broader offerings, which now included adult education and national community initiatives.
The organization needed a new brand to reflect its national scope, expanded services, and co-design roots, while remaining approachable to diverse audiences.
This included retaining recognition among government, industry, and community partners. Facing this challenge, Pinnguaq turned to Jacknife.
Key concerns included maintaining its core message of collaboration while embracing a broader identity. The brand also had to resonate with new audiences without alienating established stakeholders. Achieving innovation while respecting its legacy was a critical part of the process.
Pinnguaq needed a partner to guide the rebranding journey, ensuring clarity and connection while keeping the spirit of play, learning, and community engagement.
Jacknife began by exploring the organization’s story. Through stakeholder interviews and competitive research, Jacknife established a strategic direction for the future. The name “Ampere” emerged, representing an acronym for Advocacy, Mentorship, Production, Education, Resources, and Employment.
The electrical current metaphor “amp” captured energy and empowerment, symbolizing how Ampere “amplifies” skills, opportunities, and communities. Jacknife leveraged this symbolism to create a dynamic brand that energizes Ampere’s diverse audiences.
The visual identity combined playfulness with professionalism, emphasizing flexibility and inspiration. Jacknife developed a logo featuring a play button and wordmark, linking Ampere’s roots in creativity and technology. This logo honoured the organization’s history while looking toward the future.
The brand visuals were designed to engage, with bold contrasts, rounded edges, and dynamic layouts. The new “Lifecycle Graphic” illustrated the six key areas of Ampere’s mission, blending functionality and creativity, highlighting the brand’s commitment to sparking knowledge and igniting opportunities.
Ampere’s new brand successfully merged its heritage with a modern identity, providing a foundation for future growth. Jacknife’s collaboration resulted in a fresh and innovative brand deeply tied to Ampere’s core values of Sustainability, Equity, Community, and Creativity.
Thanks to Jacknife’s strategic insight and creative execution, Ampere now has a brand that empowers and educates while maintaining its community-focused personality. The new identity strikes a balance between play and purpose positioning Ampere to continue its impact on STEAM education across Canada.
