Rebranding Mobile Crisis Regina: A Symbol of Care, Clarity, and Connection

I had the privilege of working with Mobile Crisis Services in Regina to develop a new brand identity that better reflected who they are and where they’re headed. The project came to me through OneHoop Indigenous Advisory Services, and from the beginning, it was clear this rebrand needed to do more than just look good—it needed to carry the values of a deeply trusted community resource. This was about designing with purpose. And for me, it was about listening first.

Before Mobile Crisis Rebrand

We began conversations in the spring and moved into design work in June. Mobile Crisis had outgrown its previous branding. It didn’t reflect the heart of what they do or the warmth, urgency, and professionalism of their services. There was a sense that Mobile Crisis had become a household name, but the visual identity didn’t reflect the respect or recognition the organization had earned. We weren’t just trying to make something new. We were trying to make something true. These logo needed to be a community celebration of Mobile Crisis Services on 50 years of impact and care.

The final logo is built around an abstraction of the letter “M” that also resembles two people holding hands. It’s simple, human, and intimate—just like the work Mobile Crisis does every day. It offers a sense of care and connection without needing to over-explain itself. To me, that’s what strong design can do. It helps people feel something before they even fully process what they’re looking at.

After Mobile Crisis Rebrand

Colour played a significant role. I chose blue for its association with calm, trust, and professionalism, and teal to bring in a sense of balance, clarity, and growth. It’s a combination that communicates safety and growth. We used orange to acknowledge Mobile Crisis’ ongoing commitment to Indigenous communities. In Canada, orange holds real emotional weight. It’s tied to truth and reconciliation, remembrance, and care. Including it was both intentional and necessary.

This project was never just about a logo. I also worked with the team and OneHoop to help develop updated Vision, Mission, and Value statements as part of their broader strategic plan. These weren’t just words on a page. They were designed to help staff, clients, and funders feel a deeper sense of clarity and alignment with one another. When people are clear on where they’re going and why, collaboration becomes more powerful. The result is a shared vision of a safer, more supported city for everyone.

I don’t believe in dropping off a logo package and calling it done. I wanted to make sure the Mobile Crisis team had everything they needed to move forward with confidence. That meant delivering a comprehensive logo suite, a 50th anniversary mark, and a custom Canva brand hub complete with fonts, icons, colours, and pre-built templates. I also developed a brand guide, a communications strategy, and a social media planner to support consistency and internal capacity.

I worked on a guide for a website refresh to be more intuitive, more reflective of their mission, and easier to navigate. I rewrote and reorganized content so it could better tell the story of their impact. We also centralized digital access across platforms to eliminate confusion and ensure long-term control of their online presence. I helped establish website traffic reporting so they no longer had to rely on external marketing agencies to understand their reach.

When the brand launched in October—just ahead of their move into a new office—it felt like everything aligned. In November, I was invited to the grand opening, and seeing the logo displayed on Regina’s Albert Street was an unforgettable moment. It’s hard to describe how it feels to watch something you built become part of the city’s landscape. I imagine it’s similar to how the person who designed the Bat Signal must have felt. A symbol of help. A call answered. A beacon of support.

This rebrand didn’t erase their past. It gave shape to their present and opened the door to future growth. It gave them tools to communicate clearly and confidently, and to be recognized for the vital role they’ve played in our community for over 50 years.

I’m proud of the work we did, and even prouder of what it supports. Mobile Crisis is doing life-saving, dignity-affirming work every day. I’m grateful I could contribute something that helps shine a light on that.

Want to see the logo in person? You’ll find it proudly displayed on Albert Street.