Veterans Affairs Canada
Defining a
veteran-centric voice
Veterans Affairs Canada (VAC) had a disconnected brand and a fundamental inability to connect with over 80% of the veteran community, leading to failure in reputation. The department required a major shift in perception.
Creating a voice that resonates with veterans
Through extensive research, including consultations with veterans and their families, we determined that VAC’s voice was starkly at odds with its target audience. Where clarity was needed, VAC was opaque; instead of speaking to veterans, VAC spoke about veterans. We created a new brand voice in which veterans and their families come first, and the services and values of VAC are always clear. We labelled this new positioning as “veteran-centric.”








