The spirit of the identity

Ove designed a new brand identity to capture the true spirit of travel. Its colourful and dynamic form represents the trajectory of planes in the sky, the connecting of people and places, and the coming together of airport services.

The voice of the brand

Ove developed the tagline, “For You. The World.” (“Pour vous. Le monde.”), to serve as the foundation for a series of tactical communications. Paired with the new identity system, it helped Toronto Pearson reposition airline travel in Canada as a more human experience, encouraging both customers and airlines to feel like guests.

The emotion behind every experience

Beyond depicting specific travel scenarios, imagery was selected to convey a range of feelings associated with great travel experiences:

• A feeling of excitement
• A chance to relax
• A sense of togetherness
• The hope of adventure
• A sense of connection to the world

Bringing the world to you and you to the world

From train wraps, signage and banners to wheelchairs, name badges and apparel, to in-terminal
communications and advertising and web design, the Toronto Pearson visual style infuses the energy of the logo and the airport’s personality into every element.

Enhancing the graphic toolbox to create ownable imagery

The logo serves as the inspiration for all other elements in the program – in particular, fonts, colours, and the connecting arcs graphic. This broader visual toolkit gives Toronto Pearson the flexibility to ensure consistency in their messaging, while telling the brand story with a greater range of expression than the logo alone would accomplish.

Together, these elements help to shift perceptions of GTAA from being a large-scale airport operator to a friendly service provider, welcoming passengers as guests from all around the globe. This rebranding positions Toronto Pearson as a must-visit destination, promising to attract and serve customers by offering value through innovation, products, and services.

The take-off

Our long association with WestJet started just as the company was poised for significant expansion into new geographies and markets. WestJet turned to Ove to provide the necessary strategic and creative guidance for stakeholder engagement. The journey began with an online and printed annual report that successfully engaged and gained confidence from employees and potential investors. This project quickly evolved into a series of critical endeavours to build a brand that could sustain exponential growth.

The journey

While the pride of being a WestJetter was fostered under their “Owners careˮ program, the external expression of the brand was fragmented and its impact diluted. Ove was given the task of harmonizing all aspects of the WestJet brand expression and tools allow for its successful implementation.

A competitive audit of the airline industry revealed an opportunity to amp up the use of WestJet teal as an “ownable” brand colour. In a workshop with the WestJet team, Ove proposed multiple design applications, a new version of the symbol, and a fresher, brighter colour palette featuring shades of teal, which was even applied to imagery with a unique teal tint filter.

Ove also created fractal graphic treatments that were used in both aircraft and environmental design, including aircraft interiors and airport signage. The power and impact of this system are now evident across all of WestJet’s current expressions and touchpoints.

Helping the Maple Leaf fly to London

As WestJet expanded into the European market and launched flights to the UK, Ove was engaged to highlight the companyʼs Canadian roots by incorporating a maple leaf into the brand identity. Being Canadian brought a set of positive values – trusted, fair, and friendly – that perfectly aligned with the WestJet brand but weren’t always emphasized.

Ove implemented a “Canadian-izingˮ of the overseas aircrafts with a new “maple leafˮ design, which remained anchored in the original wordmark.

The journey continues: A new era for WestJet

While the maple leaf identity was originally introduced as the airlineʼs international logo, the purchase of 10 Boeing 787 Dreamliners in 2018 prompted further exploration and evolution of WestJetʼs brand identity and applications. With WestJet now operating as a full-network global airline, it was time to elevate and comprehensively review its identity.

The original two-colour wordmark emphasized the airlineʼs origins in Western Canada, which didn’t support its role as a global player. Ove recommended an identity that transcended borders to embody a global personality. The name was unified through the use of a single colour, instantly de-emphasizing the word “west.”

The world had changed since the introduction of the WestJet wordmark, with digitalization impacting all communication channels. Ove updated the wordmark with a more modern, legible, digital-friendly typeface.

Perhaps a fitting testimony to this brand success story was the fact that fifteen months after the first WestJet Dreamliner took flight, WestJet was purchased in a $5-billion deal by Onex Corporation.

At a time when anyone with a social media account can disseminate news –
whether accurate or not – it was more crucial than ever for The National to
clearly define what it stands for, act on it consistently, and be recognized for it.

Building on the rich history of The National and the strength of CBC News, the relaunch was an opportunity to reimagine storytelling in Canada. The new format goes deeper into the stories that matter to Canadians, which is delivered across a spectrum of media.

Ove engaged in a highly collaborative process, working closely with The National’s producers, directors, photographers, editors, writers, and designers to craft and refine a new brand positioning strategy. The goal was to ensure that the brand’s defining characteristics were reflected in every aspect of their work.

As a result of these discussions, The National renewed its commitment to placing the story at the heart of everything it produces.

A storied tradition

CBC has a long and proud history with The National. The updated logo is an evolution of a wordmark Canadians already know well.

More than a television program

Today, The National delivers news to Canadians over a range of media platforms. Our identity system has been designed for flexibility, allowing it to be adapted to small digital sizes, social media and other formats.

Getting out of the way of the story

The National is renowned for cutting through the clutter to get to the truth and deeper meaning of the story. This foundation of the brand became the main inspiration for its new visual identity.

Ultimately, the story is what matters most – everything else is merely a distraction. The new identity ensures that viewers can access the essential information without having to navigate through layers of distracting graphics or animations.

The guiding principle is simple: if itʼs not essential to the story, remove it.

One of the most dramatic departures from the conventional approach of news broadcasters is The Nationalʼs neutral colour palette, in which white, black and shades of grey frame the story.

Where needed to bring clarity to infographics and other visual explainers, colour is extracted from the story itself.

Defining the brand

Algonquin College had done the research to understand who it was, how it was perceived, and how it would deliver an exceptional experience. Our challenge was to align these points of value to a clear, compelling brand and visual expression.   

Based on the research, Ove identified five key themes that differentiated the Algonquin experience. This was distilled into a concise brand framework that would provide the groundwork for aligning the work to come. Among other things, it included a compelling positioning statement and a core brand idea of “connected.” This would frame messaging about how Algonquin is connected to the future, to the workplace, to ideas and inspiration, and to new perspectives on learning and life.

Putting concepts to the test with the people who matter

Exploring visual expressions of the theme of connection, Ove landed on four identity concepts to take into testing. We facilitated 10 workshops in Ontario comprising 6 groups of internal stakeholders (campus staff, faculty and students) and 4 groups of external stakeholders (guidance counsellors and prospects). After taking participants through a number of exercises that challenged them to explore what “connected” meant to them, we asked them which visual direction they felt best captured the idea.

Creating a versatile set of identifiers

Ove refined the favoured brand design – with the theme of connection represented by a fluid line connecting the letters of the wordmark. An icon was also developed to represent the brand in limited-space applications. It would also be used as a feature element – a container for imagery, patterns and ideas that directly relate to the publication or the environment in which it is seen. This would allow for a broad range of expression while supporting a consistent visual style.

Making it work for everyone

Ove created a standardized approach to sub-brands, making sure that individual schools, programs, departments and services within Algonquin College would carry the brand forward in a consistent way. An additional wordmark lockup was established to enable the College to indicate that a message or piece of communication comes from a specific program or internal department, while a similar lockup was created for geographic regions the College operates in.

Designing it forward

We followed the visual identity work with comprehensive guidelines that explained the strategic positioning of the brand and included detailed specifications and sample applications for its implementation. These ranged from social media and signage to diplomas and branded merchandise. A variety of templates, including key web pages, were developed to support the internal design team going forward.

Going beyond

Ove continued to partner with Algonquin for another three years, designing several key collateral pieces based on the new visual identity. These included individual program posters and brochures, and cover designs for the College Viewbook.

A distinct but connected brand

To meet tight timelines, Ove developed the brand positioning and visual identity for BOF in tandem – an approach grounded in insight-sharing across teams. The resulting strategy positioned BOF as a fiscally responsible partner connecting public and private investors with infrastructure projects that benefit Ontarians.

As the brand strategy took shape, so did the identity. This involved an iterative, collaborative process that engaged the client early and often.

Drawing inspiration from the Province’s visual identity (previously developed by Ove), the final brand strikes a balance between familiarity and distinctiveness, giving BOF a credible, future-focused presence from day one.

The face of the identity

Because this organization had its own board and would be managed by a team with sector experience, the identity had to be strong enough to stand alone, while linked to the Province. The resulting identity features a forward-pointing “O” symbol inspired by Ontario’s own mark, paired with provincial colours and typography.

Building the visual foundation

After a core team was established at BOF, the Ministry formally transferred the project to the Fund to complete with us. Our mandate included developing the visual identity system, creating brand asset templates, and building comprehensive brand guidelines.

At that point, the brand consisted of only the name, logo, primary colour palette, and font. Establishing a complete visual identity system became the immediate priority. To round out BOF’s brand toolkit, we needed to define a secondary colour palette, select fonts, determine a photography style, and explore potential graphic device.

Building Ontario Fund’s business plan was centred around five priority areas:

To support clear, consistent communication across these areas, we introduced a system of icons. Each icon served as a visual cue, helping identify and distinguish the Fund’s focus areas in communication materials.

To further emphasize BOF’s action-oriented and future-focused character, we introduced gradient and 
solid colour treatments, designed to be layered over shapes and photography, adding depth and visual energy to the brand.

Social media banners design intent

Bringing the brand to life

In this start-up phase, BOF was focused on building a team and attracting investment. To support these goals, we worked with the head of communications to identify priority brand assets and develop a delivery plan.

The first task was email signatures, one of the Fund’s most-used communication tools. We designed an animated signature that reflected BOF’s brand values: knowledgeable, responsible, action-oriented, and future-focused. The upward motion and arrow shape suggest momentum and forward thinking.

Once the visual identity system was complete, the next phase involved the development of guidelines to capture and explain how to use the elements of the visual style. This document is used as a guide for internal audiences and external partners, ensuring consistent application of the brand and increasing brand awareness.

Ove continues to work with BOF to expand their brand toolkit as the organization matures and their needs evolve.

Building a global Sagard branded house

Sagard, a fast-growing alternative asset manager, needed help to ensure its relatively young brand caught up with its business successes, growth and aspirations. As an emerging player in the industry, Sagard needed to define its unique brand position and voice in the market. 

Complexities were considered when it came to Sagard’s existing businesses: a European division that had long-standing brand equity, a recently acquired private wealth business still finding its place in the ecosystem, and two venture businesses that had already been operating as independent brands.

After conducting internal and external stakeholder interviews, as well as collaborative working sessions with the leadership team, the consensus was that a global Sagard branded house would be the optimal solution for the future. Development of interim/transitional phases were required to seamlessly bring existing businesses under the Masterbrand while managing the risks involved. Additionally, “Holdings” (part of the legal name “Sagard Holdings”) was removed for the overarching brand name to better align to the desired future state.
 
This new brand architecture strategy offered Sagard simplicity to its stakeholders, and equally as important, allowed for them to convey the power of its platform as the company continued to grow. 

The power of the Sagard network

Through the stakeholder interviews, one particular insight unlocked the essence of the new Sagard brand: for those who interacted with the people behind the organization, there was a sense of community, shared purpose and advantage that was made possible by Sagard’s unique network of business builders who helped each other learn, grow and win.
 
This idea manifested in Sagard’s new brand positioning and value proposition, Always a step ahead, and inspired the new tagline, Capital. Culture. Network.

A brand identity inspired by Sagard’s nature-driven roots 

Grounded in the ideas around Sagard’s network and community as the main source of advantage, Ove sought a design solution that would also incorporate the organization’s unique roots, as it was named after a geographic region in Quebec, Canada. 

The solution also needed to balance the challenge of standing out as an emerging player in the category, while still achieving a sense of professionalism and elegance that is essential in the financial industry. 


The result was a logo in the shape of a river stone with two organic lines running through to depict collaboration, network and leading the way. The nature motif was carried throughout the visual system in the colour palette, as well as Sagard’s imagery style that features vast, majestic landscapes which would be unique in the financial category.

Brand implementation, designed with growth in mind 

As the project scope grew from brand architecture to strategy and identity, it was clear that elasticity and flexibility were guiding principles – this also applied to brand implementation. 

In anticipation of new lines of business in the future, Ove developed a standard business logo configuration based on the new overarching Sagard logo.

Having already gained a deep wealth of knowledge around Sagard’s business and new brand, we partnered with Publicis’ sister company Nurun to create Sagard’s new website. In anticipation of future growth, it was crucial that we designed and built the website in a manner that would allow the client to easily make updates on their own terms. Integrating UX and design strategy, the result was an intuitive and elegant website that embodied the Sagard brand architecture, strategy and identity work.

London Health Sciences Centre (LHSC) is one of Canada’s largest academic health sciences centres, providing exemplary patient care, advancing medical research and educating the next generation of health professionals. Ever evolving to meet the growing and complex needs of patients, families and communities, it has became known as much for its innovation in research and treatment as for its care-focused community hospital.  

When the message gets lost in the mix

LHSC had earned worldwide recognition for leading in multiple areas of specialized care. But it was operating with multiple names and identities for its sites, departments, and foundation—contributing to a lack of clarity, a fragmented patient experience, and lackluster fundraising. With growing public expectations for transparency and integrated care experiences, LHSC saw the need to modernize and unify its brand and messaging to reflect its scale and commitment to shaping the future of health care.

Bringing the people and the pieces together

Ove consulted with diverse stakeholders, including doctors, staff and the boards of both the hospital and foundation, to develop a brand strategy that would reinforce a shared commitment to patient care, teaching and innovation. As a first step, protocols were established for naming hospital sites and departments to support a consistent experience across locations. As a priority, this fed into an initiative to better integrate and improve wayfinding signage.

Introducing a brand everyone could get behind

The new LHSC symbol featured a partial double helix DNA strand in human form, reflecting the scientific and human core of the hospital’s mission. Introducing a new brand identity unified LHSC locations, and visually connected the hospital and the foundation, strengthening public trust and donor confidence.

Equipped with a framework for going forward

Ove consulted on strategic messaging for the launch of the new brand, and managed its implementation on everything from forms to signage, creating comprehensive brand guidelines to ensure the program’s success going forward. As LHSC has continued to restructure and rename its facilities in the years following the launch, the brand program has continued to meet its needs.

Bringing the past and the future together

Ove worked with Ross & McBride to redefine its brand strategy and refresh its visual identity. The challenge was to uncover a solution that honoured and reflected the firm’s legacy and position it as a progressive, innovative practice.

Listening and learning

That duality was evident in the make-up of the firm. Senior partners shared an experience that was different from that of the next generation of associates, and there were differing views as to what the nature of this brand refresh should be. Some wanted a wholesale modernization, while others felt that an established approach spoke to the firm’s roots more effectively. In addition, the new brand also had to represent many different practice areas.

Engagement and insight

Through a process of thoughtful and respectful dialogue, collaborative engagement, and insightful analysis, a strategic brand framework was crafted to capture the essence of Ross & McBride’s past and its future. The brand framework, including mission, vision and brand promise statements, serve as a strong foundation for marketing and communications as well as talent recruitment and retention initiatives. This strategic foundation also defined the firm’s brand character – a set of values and behaviours that will help shape the culture of the firm and serve as their north star, guiding their business growth and evolution.

Capturing the continuum of change

With the brand strategy in place, we set out to develop a brand identity and visual system that positions the firm for the next chapter in its evolution. Informed by and insights gained through our engagement process and synthesized in the brand framework, we explored visual identities that represented a range of evolution options. The Ross & McBride visual identity achieves a careful balance of heritage and progress. The serif font and elegant ampersand evoke tradition and legacy, while the contemporary arrangement and colours signal that this is a firm that doesn’t stand still.

The visual identity was then expanded to create a broader system for visual expression, with the ampersand super-graphic featured prominently. The ampersand is a strong symbol that captures the collaborative, client-driven spirit of the firm.

Striking the right balance

The Ross & McBride brand strikes the perfect balance, and has the strong support of the many partners involved. Our strategic design solution spans old and new, resonates with corporate and individual clients, and distinguishes the firm from a crowded competitive landscape.

Defining Avison Young’s brand purpose required a deep understanding of its business environment and its distinct culture of combining time-tested values with fresh thinking.

Avison Young is built around the future of real estate. A future based on an open ecosystem of information that is attracting technology-first disruptors. This industry shift is also happening amidst increased public expectations of companies – the companies people work for, buy from, and invest in – to address societal challenges.

Our strategy driven by insight

Through surveys, interviews, sector research and workshops, our key insight was that commercial real estate isn’t just about buildings, offices, warehouses or cities but about creating winning conditions for the people, the businesses and the communities in them to thrive.

The brand purpose 

Following internal stakeholder engagement, Ove worked with the senior leadership team to develop the brand purpose: To create real economic, social and environmental value, powered by people. Based on a unique culture combined with an emerging strength in data-driven intelligence, Avison Young is well positioned to deliver on this, both now and into the future.

Clutter-breaking visual identity

Ove brought this brand purpose to life with a new brand identity program that expresses the incredible strength and potential Avison Young brings as a company. The new look exudes the energy of a challenger and projects key aspects of the purpose: people-centric and responsible.

Some minor refinements to the existing corporate wordmark were made to increase impact and legibility across a variety of platforms. This included migrating from the traditional red and blue to an all-black logo that conveys strength and confidence and clearly breaks away from its peer group. We partnered with Quebec artist and illustrator Pascal Blanchet to create a proprietary set of visual assets. The illustrations have a timeless, bold style that puts people at the centre, with energy and a human quality. 

Poised for impact

Launching in 2020, in the middle of a pandemic, it’s more important than ever to be clear about why Avison Young matters and how they are different. The Avison Young internal marketing communication team managed the full implementation of the new program. With a clear sense of purpose and aligned values, the organization has a concrete path to guide them to create positive impact within new and ever-changing real estate realities.

Since 2010, Walmart Canada bank had been providing value-driven financial products to Canadians. Building on the foundation of Walmart’s “living better”, the bank was geared to be a different kind of lender – one that helped businesses connect with their customers by delivering customizable financial services solutions. After the sale of the banking division, the new bank was ready to grow and diversify its business beyond Walmart and towards new clients.

The journey towards change 

Drawing inspiration from the bank’s foundational DNA and after collaboration with their leadership team, Ove helped bring their vision to life. A distinct brand and culture started to take shape, different from other traditional and alternative banks, and what emerged was a partner bank that adds true value. Key positioning statements were developed:

• Providing value-driven financial services to help people live better
• Helping businesses connect with their customers to build stronger, more loyal and rewarding relationships.

The creation of a new and authentic brand identity

The name: Ove created the name Duo Bank as it speaks to the essence of partnerships. The short name, expressed through a simple, all lower-case, custom-designed typeface, is easy to understand and signals a straightforward, approachable and trustworthy bank.

The symbol: A bold, dimensional ‘D’ was created with dual lines that move in unison and intersect to further capture the essence of partnership. The innovative use of colour and graphics define a solid and memorable identity. Curved lines and details from the wordmark echo the lines expressed in the dimensional D for a connected mark.

Imagery: The visual expression supports the vision and mission, with imagery featuring approachable faces that provide a sense of innovation, authenticity and agility. Combined with a bold supergraphic on solid colours, the expression is recognizable and distinctly Duo Bank.

Brand colours: The core colour, plum, stands out as unique within the banking sector, helping to communicate that this is not your traditional lender. Plum is complemented with a deep grey-blue tone that imparts a sense of trust. Additional bright colours compliment the palette to convey a contemporary tone that is both optimistic and value-driven.

The result is a brand that is focused on doing what’s right for clients and achieves its goals in the most inspiring, innovative, value-driven and collaborative way possible.