SHINING THE SPOTLIGHT ON WHAT WE DON’T SEE.

At a time when Canadians are feeling it’s harder than ever to attain their goals, we created a new brand platform for Team Canada to show what’s possible through the power of perseverance.

The design system highlights how bravery is an evolving reaction, an adaptability in the face of seemingly impossible odds, a flowing energy. It takes the organic, free-flowing excitement of bravery and showcases the unbeatable mindset of Canadian athletes.