Making the old new again
Services: Branding, strategy, architecture, naming, research, writing, typography, graphics, photography, brand guidelines, web, video, apparel
Curling is one of the oldest organized sports in North America and one of Canada's most iconic sports. Curling Canada is the second largest national sports organization in the country, with a 40M annual operating budget. The organization owns and operates a massive portfolio of events, programs and properties that developed over many decades.
Over several months of research and development, we designed a unified brand that reflects the values, aesthetics, and history of this elite organization at every level, from grassroots to high performance. The rebrand also set the stage for a national merchandise partnership with TSN — the first merchandise program in the organization's history.