Inspiring athletes, communities
and Canada.

Inspiring athletes, communities
and Canada.

Inspiring athletes, communities
and Canada.

Inspiring athletes, communities
and Canada.

Inspiring athletes, communities
and Canada.

Since 1967, the Canada Games have represented the highest level of competition in Canadian sport. To help the Games connect with a new generation of up-and-coming athletes, we built our brand strategy around the idea of sparking greatness — in athletes, communities and Canada as a whole. We created a design system that reimagined the maple leaf as a spark that ignited the passion of Canadians, and used it to infuse everything from websites and posters to team uniforms and merch with a sense of pride, connection and energy. Game on.

Since 1967, the Canada Games have represented the highest level of competition in Canadian sport. To help the Games connect with a new generation of up-and-coming athletes, we built our brand strategy around the idea of sparking greatness — in athletes, communities and Canada as a whole. We created a design system that reimagined the maple leaf as a spark that ignited the passion of Canadians, and used it to infuse everything from websites and posters to team uniforms and merch with a sense of pride, connection and energy. Game on.

Since 1967, the Canada Games have represented the highest level of competition in Canadian sport. To help the Games connect with a new generation of up-and-coming athletes, we built our brand strategy around the idea of sparking greatness — in athletes, communities and Canada as a whole. We created a design system that reimagined the maple leaf as a spark that ignited the passion of Canadians, and used it to infuse everything from websites and posters to team uniforms and merch with a sense of pride, connection and energy. Game on.

Since 1967, the Canada Games have represented the highest level of competition in Canadian sport. To help the Games connect with a new generation of up-and-coming athletes, we built our brand strategy around the idea of sparking greatness — in athletes, communities and Canada as a whole. We created a design system that reimagined the maple leaf as a spark that ignited the passion of Canadians, and used it to infuse everything from websites and posters to team uniforms and merch with a sense of pride, connection and energy. Game on.

Since 1967, the Canada Games have represented the highest level of competition in Canadian sport. To help the Games connect with a new generation of up-and-coming athletes, we built our brand strategy around the idea of sparking greatness — in athletes, communities and Canada as a whole. We created a design system that reimagined the maple leaf as a spark that ignited the passion of Canadians, and used it to infuse everything from websites and posters to team uniforms and merch with a sense of pride, connection and energy. Game on.

We worked with the Canada Games team to create eye-catching merch and recruited prominent Canadian athletes to represent the new look on social channels on launch day.

We worked with the Canada Games team to create eye-catching merch and recruited prominent Canadian athletes to represent the new look on social channels on launch day.

We worked with the Canada Games team to create eye-catching merch and recruited prominent Canadian athletes to represent the new look on social channels on launch day.

We worked with the Canada Games team to create eye-catching merch and recruited prominent Canadian athletes to represent the new look on social channels on launch day.

We worked with the Canada Games team to create eye-catching merch and recruited prominent Canadian athletes to represent the new look on social channels on launch day.

To ensure the identity could easily extend to future Games, we created a system that enabled host communities to infuse it with their own unique personalities.

To ensure the identity could easily extend to future Games, we created a system that enabled host communities to infuse it with their own unique personalities.

To ensure the identity could easily extend to future Games, we created a system that enabled host communities to infuse it with their own unique personalities.

To ensure the identity could easily extend to future Games, we created a system that enabled host communities to infuse it with their own unique personalities.

To ensure the identity could easily extend to future Games, we created a system that enabled host communities to infuse it with their own unique personalities.

WILL

Will

Will

Will

Will