The Canada Games Council (CGC) enlisted Vancouver creative agency Will to re-envision the brand positioning and visual identity of the Can...
The Canada Games Council (CGC) enlisted Vancouver creative agency Will to re-envision the brand positioning and visual identity of the Canada Games to inspire the next generation of up and coming Canadian athletes.
Since 1967, the Games have represented the highest level of national competition in Canadian sport and have served as a symbol of the passion, connection and possibility that defines the Canadian spirit. Though the Games have had a huge amount of success and launched the careers of many global superstars, the brand needed an update to capture the increased confidence, energy and stature the Games have garnered over the last 54 years.
“When we started the process, one of our first steps was attending the Canada Winter Games. The collective energy and spirit we experienced there made it clear that the Games are so much bigger than sports,” said Will Executive Creative Director and Founder Nick Richards. “It was important that the new brand embodied the shared feeling of connection and inspiration at the heart of the Games.”
Based on this insight, the new brand identity was built around the idea of sparking greatness — in athletes, communities and Canada as a whole. The CGC team and Will worked closely with athletes and partners from across the country to ensure the new identity had the flexibility to be adapted to the unique personalities of current and future Host communities, while maintaining a strong and consistent connection to the overarching mission of the Games.
“We’re incredibly proud to share this bold vision of the Canada Games, and we’re excited to see how our Host communities will make it their own,” says Erin Mathany, Vice President of Communications at the CGC. “It’s a huge step forward, and we hope it will inspire Canadians to achieve greatness for generations to come.”
The new brand will be unveiled on February 17 with a new interim website and a brand video voiced by Olympic speed skating champion Catriona Le May Doan. This will be followed by the brand’s first major roll-out with the launch of the official countdown to the 2023 PEI Winter Games on February 18. The PEI Winter Games identity, also created by Will, integrates the Confederation Bridge, a PEI-inspired colour palette, and a brand video voiced by singer-songwriter, and PEI native, Lennie Gallant to infuse the Games with a distinct Island spirit.
“We’re excited to unveil the 2023 Games identity and share Prince Edward Island with every corner of the country,” said Garet Cameron, Director of Marketing at the 2023 Games Host Society. “The new brand brings a vibrant energy to Canadian sport and will usher in an exciting new era for the Games and athletes across the country.”
Will is a creative agency that focuses on the development and amplification of brands through a strong, strategic sense of purpose and emotional connection. Launched in October 2014, Will employs 24 full-time staff, and works across most major industries. Will’s sports marketing experience includes the Canada Games Council, Freestyle Canada, Speed Skating Canada, Canadian Snowboard Instructors Association, Rugby Canada and lululemon Athletica.
About the Canada Games Council
The Canada Games Council, a private, non-profit organization, is the governing body for the Canada Games. Held once every two years, alternating between winter and summer, the Canada Games represent the highest level of national competition for up and coming Canadian athletes. The Games have been hosted in every province at least once since their inception in Quebec City during Canada’s Centennial in 1967. The Games are proud of their contribution to Canada’s sport development system in addition to their lasting legacy of sport facilities, community pride and national unity. The organization of the Canada Games is made possible through the tireless dedication of local Host Societies and the contribution and support of the federal, provincial/territorial and host municipal governments.