Shaping a unique visual identity through creative alchemy
Through a collaborative process, we helped BC Policy Solutions develop a visual identity that communicates confidence, clarity, and credibility.
Communication design challenge
BC Policy Solutions is a British Columbia-based charitable think tank that focuses on researching the pressing issues facing people living in the province. As a new organization led and staffed by people with a long history of progressive policy work through other affiliations, it required a distinct logo and visual identity to differentiate itself from other policy groups.
A quick brand activation was crucial because BC Policy Solutions needed a recognizable visual identity to engage with supporters and advance its mission. At the same time, the client team wanted to adopt a thoughtful approach in line with its commitment to social, economic, environmental, and racial justice.
iilo met the challenge by assembling a nimble team of creatives, including a project manager who ensured we could deliver a suite of branded assets and graphic standards within a short timeframe.
Inspired by BC’s natural environment and BC Policy Solutions’ values around equity, boldness, and innovation, we developed the “weaving pathways” brand concept. Intersecting lines symbolize the coming together of diverse voices and progressive solutions to pave the way forward within an interconnected system.
A non-partisan colour palette, featuring deep blue and bright salmon, emphasized BC Policy Solutions’ deep sense of place as well as its modern, grounded, and approachable personality.
The logo’s hexagonal shape is reminiscent of a honeycomb, further reinforcing the theme of interconnectedness, while evoking a sense of play.
An intentional decision was made in alignment with the client’s values to feature a locally designed font from a Vancouver-based type foundry (learn more about Aldero by R9 Type Design). For general communications, we paired it with Noto Sans, a free Google font that offers versatility and inclusivity across languages.
Having iilo’s accessible design consultant participate throughout the project helped to ensure all design elements met accessibility standards. We were also able to educate the client about different ways to foster inclusion, such as reducing the use of acronyms.
Outcomes
Despite the need for a quick turnaround, our collaborative design process gave BC Policy Solutions staff members multiple opportunities to share feedback and shape the direction of the designs. Along the way, the process also helped align the team’s collective thoughts and build clarity around the organization’s unique identity.
The final results struck a balance between accessibility and adaptability, while conveying a tone that is confident, playful, and non-partisan. With this foundation, BC Policy Solutions now has the visual tools to engage with donors, policy decision-makers, media, and other community partners in advancing bold and achievable policy solutions.
Our impact
“The team at iilo was a pleasure to work with! They guided us through our branding journey and successfully distilled the essence and values of our organization into gorgeous branding assets. [We] enjoyed the guided conversations with iilo and absolutely love the end product. 10/10 would [work with] iilo again.”
