Guest Blog: How to get to WOW – Exploring the Volunteer Alberta identity

Guest Post from The Met Agency 


The 86-year-old design legend Milton Glaser, creator of the identity below, once said, “There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for.”

NY logo

The big question is, how do you get to wow?

When The Met Agency approached the challenge of the Volunteer Alberta identity, it was after an extensive research project where we learned many things about the organization, uncovered some fascinating insights, and helped guide the VA of the future.

One thing stood out. In order for Volunteer Alberta to be successful, they must be at the forefront of change. They need to be branded as visionaries.

What was required was a visual identity that reflects VA’s renewed reality as a future focused, vibrant nerve centre of information and resources—an organization with a core purpose to help other organizations build strong and engaged communities of the future.

The Met Agency follows a four-step identity process that identifies the vision of an organization, helps articulate it in a roadmap, develops creative concepts, then executes the final concepts in the form of logos, stationery, and a brand book. Want to see an excerpt from the new Volunteer Alberta Brand Book? Download it here.


The VA identity was created using a single continuous line, the letters V and A are connected providing a sleek and modern look.

VA long

And the logo can expand to create a ripple effect that is symbolic of the VA influence on the organizations they serve. It’s about the future, and the role of VA as connector and influencer.

It is about wow.

Read more about the rebrand by visiting our website

James Morrissey is the principal of The Met Agency, a full service advertising and design studio in Edmonton.