McMillan Rebrands
Shepherds of Good Hope

Good people to think with
Published 2018

For 35 years, the Shepherds of Good Hope has worked tirelessly to change hearts and minds, change the odds for Ottawa’s most vulnerable citizens, and ultimately change lives.

When the time came for the organization to experience a transformation of its own—one that tackled the perception that it was just a soup kitchen for people in need—it turned to McMillan. Now, after a year-long effort, the Shepherds of Good Hope has unveiled a clean new brand identity—one that radically repositions the organization, while honouring its past.

The new brand features bold, colourful lettering and a prominent North Star logo that symbolizes a traditional wayfinding marker, and acts as a beacon of hope and guidance. It was revealed at an enthusiastic gathering this week at the Shepherds’ Murray Street location in the city’s ByWard Market district.

Also launched was a completely redesigned, mobile-ready website with easy-to-access information about the Shepherds’ programs and services and a new online donation platform, all tied to more focused mission and vision statements for the organization.

“Shepherds is an important member of our community,” said McMillan president Rob Hyams. “We see the challenges that homeless individuals face daily, and we wanted to help.”

He added: “The new brand is designed to help people better understand the Shepherds’ vital work—and to help the organization reach more donors, recruit more volunteers, and do more for its clients.”

“We’re extremely grateful to the talented people at McMillan,” said Deirdre Freiheit, Shepherds’ President & CEO. “We simply could not have afforded the quality of work that they offered. McMillan’s generosity in providing no-cost design and creative services allowed us to focus on delivering essential programs and services to our community, while developing an exciting new brand to position our organization for the future.”

Visit the Shepherds website at to learn more.

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