Prince George 2015 Canada Winter Games
Challenge
We were tasked with developing a brand and story for a multi-sport games held in Prince George, British Columbia. The first challenge was the branding rules to adhere to: Canada Games mark (the left portion of the logo with the text) must represent 50% weight within the logo. The leaf and ‘Jeux Du Canada Games’ is a required piece in order to get approval from the Canada Games Council. The second challenge, was how to incorporate as much local influence as possible, and how to change people’s negative perception of the region. Three years prior to the event, several focus group sessions were held by Creative Director, Andi Mortenson, and Lead Designer, Jason Yoshioka and hosted by the host society. We understood the primary goal was for the athletes to be proud of the brand and for it to represent the region in a positive light.
Solution
One of the first things we noticed on travelling to Prince George was how closely connected the region is through the highways, railway and rivers, defining Prince George as a hub. The footprints seen everywhere in the snow, inspired the idea of paths and journeys lead to some deeper connections with the region being on a journey to self-improvement. We worked to incorporate this and the First Nations influence, along with all of the input we had gathered, to have this connect back to the region as much as possible.
Results
We created a flexible brand with regional influence that has the potential to be built upon, in creating sub-brands, merchandise and venue signage. The athletes have stamped our design and branding with their approval, and were delighted to embrace the brand – particularly the medal we incorporated into the logo as a nod to them. Local professionals were so impressed with the brand, it has stemmed into multiple other branding projects for organizations such as Downtown Prince George, Caledonia Ski Club, and the 2019 World Para-Nordic Championships. In addition, the Canada Games Council has engaged Epic Design directly for multiple projects since the 2015 Games.
Epic Design
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.