Super, Natural British Columbia

Complete Design Program - Complete

2016

ethos
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w: ethosmtl.com

ethos Creative Direction: Gabriel Lefebvre Copywriting: Rachel Lecompte Graphic Designer: Gabriel Lefebvre Typographer: Gabriel Lefebvre Account Director: Gae Wakabayashi

Tourism British Columbia’s brand identity was given a major facelift to reflect its unique offering. All communications now focus on the emotions stirred by encounters with BC’s larger-than-life wilderness and its life-affirming effect on those who experience it firsthand. The cornerstone of the new visual identity is a specially created hand-carved wood font, which has been used in the logo as well as in the brand copy.