Legacy
For The Canadian Olympic Team
Sub-brand Creation | Copywriting
By merging language, design and strategic communication, I helped Canada’s Olympic Team redefine its Olympian Engagement initiative. The results sparked a major increase in active participants and established an identity which transcends generations. The project was lauded by the International Olympic Committee and now influences global programming.
The main objective for this client was to evolve and grow its alumni programme. To accomplish this, we built a language and design strategy to emphasize possibility and positive, forward action — not just the past.
Because we anchored OLY Canada’s messaging entirely on emotional and personal connection, recipients felt empowered to share it. This gave us the freedom to listen to our audience, then provide the client with right communication tools to act — across their entire business.
