The Brief:
Create visual brand assets for ITAC’s (Indigenous Tourism Association of Canada) ongoing Destination Indigenous advertising.
Specifically, develop a series of six distinctive graphical patterns based on the regional visual motifs. This enables a sense of regional visual sovereignty through the inclusion of geographically relevant visual graphics to be used in conjunction with photographs and messaging.
Solution:
In collaboration with Tim Neal at The Engagement Party, we split Canada into six distinct regional styles: West Coast, Woodlands, Cree and Métis, Lakota, East Coast, and Inuit. Extensive research of historical artifacts, crafts, and artwork was done to ensure each graphic element was authentic.
In additional to the six regional patterns, and national pattern was developed that includes motifs from all six regions.
These patterns were incorporated into the brand’s existing visual identity and used in a series of national ads: bus wraps (Vancouver, Calgary, Halifax) and airport ads (Edmonton).
My Roles:
art direction, design
Other Credits:
Tim Neal (The Engagement Party) - creative direction, design