Today, The Rainbow Society became The Dream Factory, in a rebrand designed and conceived by the team here at Cocoon.
The Rainbow Society is a charitable institution here in Winnipeg. Founded in 1983, they were the first wish granting organization in Canada helping children with life threatening illnesses and their families. It’s a great cause… But it’s even closer to our hearts because of Cocoon’s very personal connection with the organization. When Kyle Romaniuk, president at Cocoon, was twelve years old, he was a dream kid himself. In the midst of his journey through cancer, The Rainbow Society sent Kyle and his family on a dream vacation – an experience that remains a highlight in Kyle’s life.
“It’s hard to put into words what it means to be able to come back to The Rainbow Society – as a healthy adult and now a father myself – and give something back to them,” Kyle said. “I couldn’t imagine a more worthy cause, and Cocoon was honoured to be able to donate our services.”
The new name – The Dream Factory – more clearly represents both the function and the spirit of the organization. The airship logo design was inspired by the organization’s new positioning line: “Sometimes kids deserve to get carried away.” The Dream Factory helps kids forget about their illness – even just for a moment – and encourages them to get carried away in the anticipation of having their dream come true, the experience itself, and the memories they will keep with them when they return to their routine of doctors, treatments, and hospital visits.
“When we develop a brand strategy, we work to peel away all the functional benefits of a brand and discover the emotional purpose behind what they do. For The Dream Factory, that greater emotional purpose is to create a sense of joy – and we used that to help us design the brand identity, values, and messaging,” said Romaniuk.
“It is only through the generous donations of businesses and individuals in Manitoba that we are able to do what we do for our dream kids,” said Grace Thomson, executive director of The Dream Factory. “This situation was unique because of Kyle’s close personal connection to the organization. He understands more than anyone what our dream children are facing as they battle life threatening illnesses – and it’s so wonderful that what goes around comes around. Kyle beat cancer and then came back to help other kids who are going through a similar childhood experience.”