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Canada West Mountain School
REBRAND / MARKETING CAMPAIGN
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2024 Applied Arts Student Awards, Winner for Brand Identity Design Program
2024 DesCan Salazar Awards, Honourable Mention for Branding Design
Canada West Mountain School (CWMS) offers nothing short of an exhilarating journey encompassing mountaineering, wilderness survival, and conquering Squamish rocks.
With a legacy deeply rooted in these pursuits within the breathtaking landscapes of British Columbia, CWMS has served as a beacon for adventure enthusiasts seeking to experience and learn about the untamed beauty of Canada. However, recognizing the evolving needs of its audience and desiring to better capture the adventurous spirit of its brand, came the journey to reinvigorate its visual identity through a fictitious rebrand.
The rebranding of Canada West Mountain School was strategically driven to modernize the brand and enhance its appeal and practicality for adventure enthusiasts.
Drawing inspiration from navigational distress symbols, the new logo design incorporates intricate lines resembling latitude and longitude rules within outdoor maps, embodying the spirit of navigation and discovery. This design element reflects the diverse adventures offered by CWMS, capturing the essence of exploration while emphasizing the brand's commitment to safety and preparedness in the wilderness. Moreover, the logo then transforms into a multitude of shapes, offering a dynamic visual experience. Depending on the angle it's viewed from, it can resemble a tent, a tree, a mountain, or the rugged face of a cliff, ready to be climbed. This versatility adds depth and intrigue to the logo, mirroring the varied landscapes encountered during outdoor adventures.
Additionally, the carefully selected colour palette further enhances this connection to nature, with deep grays symbolizing majestic mountains and vibrant blues and burnt oranges acting as visual guides for safety and direction. These elements not only evoke the rugged beauty of Canada's wilderness but also serve to enrich the outdoor experience, providing clarity and inspiration for adventurers on their journeys.
Functionality emerged as a key focal point in the comprehensive rebranding strategy. An example of this approach is evident in the redesign of the business card, where its dual-purpose nature seamlessly integrates both informational and navigational features. With measurements conveniently provided in inches and millimetres on distinct sides of the card, adventurers gain a practical tool for measuring distances on maps and assessing avalanche risk. This deliberate design enhancement underscores the commitment to enhancing safety and preparedness for outdoor expeditions, encapsulating the ethos of the entire rebranding effort.
Additionally, CWMS guides and instructors will now be outfitted in high-visibility colours that contrast with the natural surroundings. This deliberate choice ensures that they remain easily identifiable to participants at all times, promoting safety and enhancing communication during outdoor activities. In contrast, customers and other individuals will be wearing subtle colours, providing a clear visual distinction and contributing to a safe and organized environment for both instructors and participants alike.
Rebranding transcends mere visual changes; it's a narrative poised to unfold. And with the launch of Canada West Mountain School's new identity, this narrative takes center stage.
Rebranding transcends mere visual changes; it's a narrative poised to unfold. As Canada West Mountain School unveils its new identity, it invites individuals from all walks of life to embrace their inner seeker. The Seekers Series campaign embodies this ethos, serving as a vibrant celebration of the adventurous spirit inherent in CWMS's brand essence. Through captivating stories, immersive visuals, dynamic billboards and strategic partnerships with outdoor retailers, the Seekers Series aims to kindle the fire of exploration in a diverse array of adventurers. Each participant brings their unique background and experiences, adding richness and depth to the collective journey.
Adding depth to the Seekers Series are the Field Notes books, offering invaluable insights ranging from wilderness first aid to avalanche response. These books are a treasure trove of wisdom drawn from years of experience, equipping seekers not only with gear but also with the knowledge necessary to navigate the challenges that lie ahead. They provide a glimpse into the rich educational offerings available through CWMS courses.
The rebranding of Canada West Mountain School goes beyond visual changes. It's a call to adventure, a promise of discovery, and a testament to exploration's enduring spirit.
CWMS leads with careful design, strategic initiatives, and unwavering dedication to safety and education. Adventurers are invited to explore Canada's untamed beauty and emerge transformed.