NADF Sets New Direction to Improve Market Position

Nishnawbe Aski Development Fund Opens a New Doorway to Aboriginal Prosperity

THUNDER BAY – Nishnawbe Aski Development Fund is taking a new direction for the future. The organization today launched a new branding strategy including a new name, logo, and website. Now formally known as NADF, the modernized brand image aims to cement NADF’s market position as the first-choice for Aboriginal businesses in Northern Ontario.

Arlene Meekis, Chair of NADF; says “Ensuring that NADF differentiates itself and is top of mind for Aboriginal clients seeking financing and advisory services is essential in this increasingly crowded market space. Our Board recognized that NADF needs to better own its specialist role and services as an Aboriginal Financial Institution in order to build a stronger Aboriginal business community and compete with banks and credit unions.”

For 31 years, NADF has served entrepreneurs, business, and communities in Northern Ontario by providing financing, business support, community planning and workshops. The key to this successful rebrand meant considering emerging Aboriginal client needs while remaining true to the organization’s community history and values. NADF hired the services of Thunder Bay-based agency, Firedog Communications for the rebranding work.

The new NADF logo illustrates the circle of life, the medicine wheel and Mother Earth. The circle symbolizes that all things in life are interconnected.  The four points of the design represent the four directions; North, West, South, West, with each direction representing a stage of life and a doorway bringing gifts from that direction into the future.

Brian Davey, NADF Executive Director states, “Personalization of experience is the future of financial services. NADF products and services are specifically designed by and for Aboriginal people, businesses and communities at all stages of their life, and we provide various doorways to achieve prosperity.  We are very proud of our new brand, logo and website because they clearly represent our commitment to supporting a prosperous Aboriginal business nation in Northern Ontario.”