American Express

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The Canadian Olympic Team began competing in the modern Olympic Games in the early 1900’s. Over a century of stories, themes, and iconography, influenced this comprehensive rebrand which included brand strategy, brand architecture, marks, typography, colour, graphics, photography style, writing style, brand guidelines and launch video.

The brand strategy was repositioned to focus on the team rather than the committee, and our goal was to deliver a classic sports brand with fresh appeal. In everything we did, we attempted to balance classic versus current aesthetics and themes. In communications, we looked to balance imagery and stories of today’s Olympic heroes with legends from decades past.

From creative brief to research, sketches to final art, writing to production, strategy to guidelines, our small design team delivered on every aspect. Ben Hulse was the project lead / art director, with design by Greg Durrell, Adam Bognar, and Andrew Simpson.