Scott Mission: A Journey of Transformation

May 3, 2022


Scott Mission, serving the Greater Toronto Area since 1941, provides invaluable opportunities and services for those who experience poverty and addiction. They have acted and advocated to equip the lives of the people they serve and to transition them into a life of fullness, security and potential.

The organization required a brand strategy both to articulate the Mission’s renewed vision of transforming the lives of those living in poverty, and to reflect their upcoming physical transition to a new location at 502 Spadina Avenue. This 161,000 square-foot facility will include affordable housing units and permanent shelter beds, as well as addictions recovery, food security and educational training programs.

After an extensive research process, Entro developed a refreshed brand strategy and positioning, leading to an exploration of the name and the creation of visual identity concepts. The resulting identity is in the shape of the letter “S” for Scott and calls to mind a stained-glass window with geometric circular forms. The negative space subtly depicts the cross to represent the Mission’s strong foundation of faith. We also aimed to represent a journey of transformation, renewal, growth, and light.

We supported this identity with visual brand guidelines and high-level communications strategies.

We are currently working with Kasian Architecture to apply the brand to the new facility through the architectural language, large-scale graphics and wayfinding elements. Learn more about Scott Mission here.