Speed Skating Canada felt that their previous brand did not properly resonate with the community they represented. They were looking to transform their brand into something that was more recognizable, memorable, and strong. Our agency focussed on creating an identity that celebrated the dedication and drive that is so prevalent in the sport, that also worked in tandem with a more powerful, patriotic style. The logo represents the short and long track the sport owns, while the colour palette and design elements represent not only our country, but the intense competition found in the sport.
My involvement in the rebrand included designing the majority of the brand’s collateral as well as a series of templates that would guide the style of Speed Skating Canada’s in house design team.