The Social Housing Services Corporation (SHSC) was created in the Province of Ontario in 2002 to provide group services for social housing providers (public housing, nonprofit housing and co-operative housing). It is a non-profit corporation governed by a board of municipal, non-profit and co-ophousing representatives. Its mandate is to provide Ontario housing providers and service managers with bulk purchasing, insurance, investment and information services that add significant value to their operations.

SHSC needed assistance in creating a unified image, branding and overall look and feel so that the organization could stand alone in its new role as a not-for-profit, non-governmental organization. It needed branded, focus, and a new way to communicate to the thousands of people that needed their assistance.