KMFRC Brand Guide
INTRODUCTION
Simplicity. Consistency. Intuitive.
The KMFRC has refreshed its brand to better support military families. Our updated identity enhances how we communicate our mission, values, and services. By refining our visuals and messaging, we've strengthened our connection with the community and made our resources more accessible and recognizable.
Bridging Gaps, Building Trust
Simplicity
We focus on simplicity, removing unnecessary complexities to create a clean, straightforward user experience. This helps our communications be clear and easily understood. Our goal is to make it simple for military families to know how we can support them.
Consistency
Every interaction with our brand reflects the same values and message. From our visual design to our communications, we maintain a uniform approach to build trust and recognition among the military community we serve.
Intuitive
The new approach is designed to feel natural and easy to use, anticipating user needs and behaviors. This approach makes our services accessible and efficient, allowing users to take actions with minimal effort.
Personas
Persona 1
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Married male with children living in Kingston.
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Values strong communication
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Prioritizes his children’s education
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Seeks community support
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Manages emotional and logistical challenges to ensure his family feels connected
Persona 2
Married to a CAF member with 2 children, residing in military housing near Kingston. 34-year-old stay-at-home mother.
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stable home environment.
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Seeks connections with other military families.
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Finds resources for resilience.
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Seeks emotional support during deployments and helps her children adapt to new communities.
Persona 3
45-year-old retired military personnel transitioning to civilian life, living near military facilities in Kingston.
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Faces challenges adapting to civilian norms.
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Finds rejuvenation in outdoor activities.
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Aims to rebuild family relationships and manage mental health.
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Seeks career stability and contributes to the veteran community.
Persona 4
14-year-old female, the youngest child in a military family, navigating adolescence while frequently relocating.
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Values friendships and personal hobbies.
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Seeks stability and independence.
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Faces pressures from military life and aims to maintain relationships despite relocations.
Personas and tone of voice
Empathetic • Friendly • Functional
When communicating, it’s important to combine empathy or friendliness with functionality. This means that while we might sound caring or approachable, our message should also be clear and useful.
For instance, being empathetic means showing we understand and care, but we still need to provide clear information. Being friendly makes the interaction pleasant, but it should also include specific details and actionable steps.
This way, our communication is both warm and effective, ensuring that it’s easy to understand and act upon.
Empathetic
Purpose
To address the emotional and logistical challenges these personas face, offering understanding, reassurance, and support.
How to Use
Use compassionate and supportive language that acknowledges their unique situations and provides comfort and practical assistance.
Example
We recognize the effort it takes to keep your family connected and supported. We're here to help make these transitions as smooth as possible and provide the resources you need.
Purpose
To engage a younger audience with a warm, approachable tone that feels personal and relatable.
How to Use
Use casual, upbeat language that makes interactions feel exciting and inclusive, connecting with youth on a personal level.
Example
Hey there! We’re super excited to have you with us. Check out all the cool stuff we’ve got and let’s make your experience awesome!
Friendly
Functional
Purpose
Ensures communication is clear, practical, and easy to understand. It focuses on providing straightforward instructions and actionable information, making it simple for the audience to find and use the resources they need effectively.
How to Use
Utilize straightforward and actionable language that focuses on delivering information and guidance while emphasizing practicality and accessibility.
Example
We understand the importance of having the right tools and resources at your disposal. Our goal is to simplify the process for you and ensure you have everything you need to navigate these challenges effectively.
Example of empathetic + functional
📅 August 14, 2024 | 6:00 PM - 7:30 PM
📍 Lemoine Point, Kingston
Connecting with others during absence: an evening of support and fun
For military families experiencing the absence of a loved one, this event is a chance to connect with others facing similar challenges.
For kids:
Join your peers in a supportive and engaging activity designed to build resilience.
Participate in a supervised, emotionally supportive space where you can share experiences and make new friends.
For adults:
Connect with other adults and strengthen your support network.
Learn more about resources available for managing absence and supporting your family.
Special August activity:
Family scavenger hunt: Explore Lemoine Point Conservation Area and enjoy a fun, interactive game together!
Note: Parents/guardians are required to stay onsite with their children throughout the event.
Register now: Link
Why it’s empathetic:
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Understanding tone: The language acknowledges the challenges faced by military families, creating a supportive environment (“connect with others facing similar challenges”).
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Inclusive: It offers activities for both kids and adults, showing care for the well-being of the whole family. The event is designed to foster emotional support and resilience.
Why it’s functional:
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Clear event details: The date, time, and location are presented upfront, making it easy to understand the logistics of the event.
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Relevant Information: Specific activities are listed for both kids and adults, ensuring participants know what to expect. The call to action, “Register now,” provides a straightforward next step for signing up.
Example of friendly + functional
Ever wanted to try something new but weren’t sure if you’d enjoy it? Here’s your chance to dive into wellness and self-care without any commitment! 🎨
Ever wanted to try something new but weren’t sure if you’d enjoy it? Here’s your chance to dive into wellness and self-care without any commitment! 🎨
Join us for youth wellness day hosted by the KMFRC, where you’ll get to explore:
Yoga and iRest 🧘♀️: Learn how these practices can boost your mental health.
Indigenous medicine wheel teachings 🌟: Discover how these traditions support well-being.
Meet service/intervention dogs 🐕: Find out how these amazing dogs from Ability Dogs Canada assist in wellness.
Art therapy sessions 🎨: Experience creative expression with Carolyn Ritchie from Heart Craft Art Therapy.
Plus, enjoy a free lunch while you’re here!
📅 Date: xx.xx.xxxx
📍 Location: KMFRC
We can’t wait to see you there!
Register here:
Why it’s friendly:
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Warm and inviting: Uses a casual and enthusiastic tone to make the event feel welcoming and exciting.
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language: Phrases like “try something new and fun” and “we can’t wait to see you there” create a friendly, personal connection with the audienceEngaging
Why it’s functional:
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Clear Information: Key details such as the event date, location, and activities are easy to find, ensuring readers know what to expect.
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Simple call to action: The direct "Register here" link makes it straightforward for readers to sign up with minimal effort.