Canadian Children’s Literacy Foundation

As a start-up, not-for-profit, our work for the Foundation began by articulating how literacy for young children is vital to long-term health and development. To create an inclusive, empowering identity system – one that wouldn’t look childish – we integrated French, English and Indigenous language symbols in an open maple leaf icon. Launched in 2018, the Foundation’s positioning and image has received strong support and endorsement from community leaders and literacy experts at home and abroad. Our communication toolkit for the Foundation included an playful imagery based on the symbol, eNews format, presentation tools, social media elements and business papers.


Qualitative research / Brand strategy / Visual identity system and applications / Guidelines