The Brief:
Create a tourism brand for Beardy’s & Okemasis Cree Nation (BOCN), welcoming local, national, and international travellers to experience a authentic Indigenous experience. Located north of Saskatoon, BOCN is home to the Willow Cree people and features historical sites, nature trails, glamping accommodations, and cultural programming.
Solution:
We worked closely with the client to develop the name Pêmiska Tourism. Pêmiska is a Cree word meaning ‘come and find it’. The name is a friendly invitation to find ‘it’, which can refer to the literal location, or truth, authenticity, inspiration, and more.
The icon contains three elements: a tipi, willow leaves representing the the Willow Cree people, and radiating circles that convey a warm, welcoming feeling. Combined, these traditional shapes become a unique and modern icon.
The brand colour palette was influenced by the natural elements found within the region. Three brand patterns were also created to showcase the natural landscape, including the leaves, branches and blooms of the Red Willow tree.
My Roles:
creative direction, art direction, design
Other Credits:
Tim Neal (The Engagement Party) - creative direction, art direction, design
Calvin Xiao - brand strategy
Jess Reimer - copywriting, content strategy