Brand Identity: Kitchener-Waterloo Skating Club

Creative Director, Designer, Brand Strategy & Project Management

Brief
Established in 1938, KWSC is the largest skating club in Canada. Their current brand identity consisted of three separate logos, some of which were designed before smartphones! The executive team asked for a modern visual identity that would function effectively in a digital landscape. They specifically asked for flat design so that it could be replicated with embroidery, as the organization produced a lot of merchandise for their athletes. The client also requested that clear and legible typography was a priority, as inclusivity, accessibility, and diversity were core to their values.

These three different logos lacked cohesion and confused the 4000+ members, who didn't always understand that the skating club was also operating the hockey school and their athletic centre, which included a gym, a dance studio, and specialized equipment for figure skaters. The solution needed to unify multiple sub-brands and include a full suite of colours, illustrations, textures, photography and logo assets.

Responsibilities
This was a one-woman design roadshow. I’ve learned from experience that when rebranding a community organization, the best direction can come from the people who actually live and breathe the brand. With the support of the executive team, we brought in members of KWSC — coaches, program administrators, athletes and parents — to participate in design reviews throughout the process.

The final design was unanimously agreed upon. And while my fellow designers may have raised an eyebrow at the idea of adding so many cooks to the kitchen, I stand by the process: bringing in multiple perspectives resulted in a stronger, more thoughtful design solution that could support the many needs of this massive and diverse community.