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The Whitby Minor Baseball Association joined Limelight over the weekend to conduct the first steps of a brand repositioning. WMBA may already be one of the leading baseball associations in the province of Ontario, but that won't stop this forward-thinking board from seeking greater progress and success in the coming years.

“We are doing this for the kids – that's it,” remarked President Bill Rourke, “and we're always looking for ways to improve their overall experience.” What led to the decision to reposition the association was a feeling that people in general througout the community do not know the contributions the WMBA makes. Currently the association serves 1400 kids in both Rep and House leagues.

Molson Canadian has a brand-new look for 2010.

The new brand identity was developed by New York ad agency Spring Design Partners. Amongst other changes, the agency did away with the "faux-italic" typeface and the (ahem) "leaf-sweat" — ultimately giving the identity a fresher, more contemporary feel.

What do you think? Share your thoughts about the new identity here.

Clients often ask us why they should re-brand. Businesses and organizations frequently get caught up in doing exactly what they've always done, and as a result, they don't always realize it isn't necessarily what they should still be doing.

The result? They lose potential customers, because their brand identity hasn't evolved over time with the work they do.

Our job is to help you work through the re-branding process — to figure out where you are, where you need to be, and how we can get you there. We've helped many companies and organizations make branding transitions with great success.