CLIENT: Canadian Olympic Committee
PROJECT: Team Culture + Identity
ROLE: Concept, Copywriting
Canada’s Olympic Team asked me to articulate specifically what it means to belong to it, and more, represent the country on the international stage. The goal was to create something truly inspiring but exclusive for past, present and future Olympians. After extensive research and collaboration, I drafted an official athlete manifesto to transcend generations and cut through the cyclical Olympic marketing push. The language now appears in everything from gifting items to official team-member clothing. The specific language also drives all internal communications with the Team.