Substance Brings Fresh Voice to Tough Conversation with Bold Rebrand

Drug Free Kids Canada has taken a significant step forward by changing its identity to become Substance. Retaining its mission to build bridges between parents and teens in order to facilitate discussion about substance use, the organisation turned to its longtime partner agency, FCB Montréal, in collaboration with branding studio maubau, to design an entire new brand identity.

“Modernising our brand was needed to clearly reflect our mission: to prevent problematic substance use among young people by encouraging open and transparent dialogue and providing families with expert, evidence-based tools,” said Chantal Vallerand, executive director of Substance.

The organisation’s new name holds a double meaning: It refers both to substances and to the substance of the message, i.e., the valuable information the organisation makes available to young and old alike. In addition to injecting a fresh feel, the identity brings parents and teens closer together through a relatable visual language of pictograms and images. By adopting an unmistakably warm tone, the brand opens a path for discussions that are even more open and constructive.

“Many parents find talking to their kids about substance use stressful. The new identity was designed to take the edge off this discomfort while communicating the organisation’s value and credibility. The result is a platform that is both reassuring and solid,” said Audraine Houël, strategy director, at FCB Montréal.

The design component was led by maubau, as part of an initial collaboration with FCB. “Our two agencies worked in total synergy, from start to finish. We truly acted as if we were one team for the client. We were given all the freedom we needed to bring our creative vision for the brand to life, working hand in hand with the teams at FCB and Substance,” said Maude Lescarbeau, partner and creative director, at maubau.

This first launch phase includes several key elements such as the website’s home page, a presentation video and communication tools for rolling out the brand to its partners. A second phase is expected in the coming months.