Inclusion BC

The brand needed weight, and room to move.

Inclusion BC works across advocacy, partnership, and support, with people, families, organizations, and government all part of its world. Its identity needed the strength to hold its place in serious institutional conversations. It also needed to express something much more personal: inclusion takes a different shape in different lives.

As we worked through the direction with the team, we kept returning to that range. The people asking for help bring their own circumstances and ways of expressing what they need. The support that matters to one person or family can look quite different for another. We wanted the visual system to have room for those differences.

We gave the name a solid foundation.

We developed a clear, no-nonsense logotype that could carry the organization’s name with confidence. It provided a steady element within the identity, something that could hold its weight on an official communication or a public-facing piece of advocacy.

Alongside it, we developed a dynamic companion mark. Its forms could change and move through the system, framing people, carrying colour, and giving different stories their own expression. The name could stay steady while the surrounding visual language remained responsive and alive.

The logotype anchors the identity while the changing graphic forms carry colour and movement across the stationery system.

The idea needed to work beyond the logo.

Our creative strategy explored how inclusion could mean different things in different contexts, with people’s stories making those meanings concrete. That gave the identity a useful job to do: hold those distinct experiences together without making them look or sound interchangeable.

Different portraits and statements take their own place within the same graphic language.

We carried the system across print and digital materials. The companion forms could open around a portrait, make space for a short statement, or bring rhythm to a longer publication. The palette gave the work energy, while the repeated relationship between lettering, people, and shape kept it recognizable.

The social system makes room for personal stories, practical information, and event invitations.

In a longer publication, the graphic language can frame an individual voice while keeping the organization’s presence clear.

Strength and expression could live together.

The website brought those same relationships into a larger experience, with people prominent and the organization’s information held within a clear visual structure. We wanted the breadth of Inclusion BC’s work to feel connected without losing the individuals who give that work its meaning.

The website presentation brings people, the steady logotype, and the flexible graphic system into the same experience.

We are proud of the balance in the finished identity. It has the solidity to represent an established organization and the flexibility to tell many different stories. That was the point of keeping something steady and letting something else change.