Project: Identity + messaging
Client: Canadian Olympic Committee
Defining the Canadian identity is difficult at the best of times. With this in mind, Canada’s Olympic Team asked me to articulate specifically what it means to belong to it, and more, represent this country on the Olympic stage. The goal was to create something truly inspiring but exclusive for past, present and future Olympians.
After extensive research, 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 and I continue to write and produce communications materials anchored on this language, with a heightened focus on team culture.