Our brand story

Aurora Family Therapy Centre is now Resilia Community Wellness Centre. It’s a big change, but the change you see reflects an even bigger change inside.

We love the work we do, providing mental health, wellness and community strengthening services to people who simply wouldn’t or couldn’t find what we offer anywhere else. But it’s become clear to us that the demand for our services is growing and the avenues for funding support that we have appreciated for decades are becoming more constrained.

Despite this challenge, we are also driven to continue or expand our work of:

• integrating social justice with clinical excellence;
• delivering a comprehensive barrier reduction strategy;
• focusing on community-building; and,
• increasing our expertise in addressing specialized complex needs
• all through a dignity-centred therapeutic approach.

This requires us to expand our community support and diversify our funding base – meaning we need to be more visible and tell our story. And we need to expand and strengthen the network of professionals who are working every day to address the impacts of trauma on the people they work with, and in dealing with vicarious trauma themslevs.

The good news is we have a great story to tell about our organization – and we have the ability to respectfully share the perspectives of our clients – so that all of Winnipeg can come to know challenges, opportunities, strengths and joys of fellow citizens that many only know through headlines.

So, we have a new name: Resilia Community Wellness Centre

The name embodies the ability to recover, adapt, and thrive in the face of challenges. It represents determination, courage, and the capacity for growth.

Resilia exudes positivity and encouragement, inspiring people to persevere and achieve their goals.

Its smooth, rhythmic sound conveys energy, vitality, and movement, suggesting progress and momentum.

It is inspirational and visionary, conveying a sense of striving toward a brighter future, while also being

empathetic and supportive suggesting an environment that fosters care, understanding, and encouragement.

Finally, it is bold and innovative. Resilia carries a strong, confident tone, suggesting leadership and pioneering spirit.

The logo and brand:

This brand embodies a journey of personal growth, outward impact, and collective support—an interconnected process where individuals build resilience, extend their transformation to families and communities, and thrive within a strong, supportive network. Here’s how it aligns with this vision:

Symbolism and Representation

Personal Growth & Inner Strength: This brand starts with the individual journey of self-discovery, self-improvement, and emotional fortitude.

Expanding Outward—From Self to Community: Growth doesn’t happen in isolation. As individuals strengthen themselves, their resilience ripples outward—nurturing families, empowering communities, and fortifying networks of support.

Interconnected Support Systems: This brand suggests not only personal resilience but also collective resilience—how people hold space for each other, share wisdom, and create networks that uplift and sustain growth.

Finally, the tagline: Look Inside

‘Look Inside’ holds much more than meets the eye.

Initially, as Resilia is re-introduced to the commmunity, it piques curiosity about what Resilia has to offer.

But over time, it holds space for many of the values that Resilia holds dear. It has a friendly, positive approach that can align well with day to day working. It connotes a friendly, safe space where there is more to be discovered. It literally invites people in. It doesn’t overpromise the dream, but offers an opportunity to see something interesting and worthwhile.

For the core value of inclusivity – look inside says: this is a safe place.

To counter racism – look inside says: go deeper, and see our shared humanity.

To address stigma – look inside says: investigate, there’s no commitment required.

To increase belonging – look inside says: your community is here.

On holistic approaches – look inside says: what you’re looking for is in you.