Our Work

ideas matter

Wheelchair Basketball Canada

Wheelchair Basketball Canada – Re-imagining a sports brand.

When the Canadian Wheelchair Basketball Association wanted to rebrand itself to better position the organization for growth, engagement and development, we were thrilled to be asked to partner on the transformative initiative by our good friend and project lead, Derek Johnston of Face Value Communications.

Goals for the re-brand project were to define the brand and its positioning in the marketplace, raise awareness of the sport and expand its audience beyond the immediate “family” of 2,500 members, family and friends.

Developing the Brand Strategy

Based on targeted research and extensive client consultations, our team developed a brand strategy to meet the high-level goals and deliver on a central plank of the organization’s strategic plan.

The brand emerged from productive discussions that emphasized the need to be unique, unconventional and provocative in order to challenge perceptions and amplify the powerful human interest stories. We defined the core brand attributes as being about “ability” and “inclusion” and the fact that Canada is a world leader in the sport.

New Name, New Logo and a New Look and Feel

Over the course of several months, we helped them reimagine an all-new brand strategy, new name (Wheelchair Basketball Canada), a redesigned visual identity system, collateral materials and, a new tagline – Real Life. Real Sport.

To this day the brand we helped develop for Wheelchair Basketball Canada remains embedded in everything they do.

Return to Portfolio