The design idea here is rooted in the insight that around the Olympic games we celebrate movement and moments - not only about athlete performance but spirit and energy. We developed a design platform that can showcase expressions and actions while building a distinct visual culture for the COC.

We deconstructed the COC original mark then introduced states of movement and moments. Movement inspired the creation of a secondary mark of Laurel Wreath and graphic system that applied movement.

The Canadian Olympic Committee's main objective was to become the most magnetic, inspirational and valuable national sports brand in Canada by advancing the Olympic values. This could only be done by being proactive in communications, with a focus on non-traditional digital channels. The campaign resulted in the highest ever Olympic.ca page views during the games, surpassing its page view goal by 200% and more than doubling the views during the Rio Games in 2016, reaching 17 million. Instagram followers increased by more than 100,000, while Instagram story views surpassed 13 million and experienced 23.5 million engagements and interactions. The 'Be Olympic' spot totaled more than 1 million views across all platforms and is increasing daily. Most importantly, membership of The Canadian Olympic Club, (the official fan club) increased by more than 100,000 during the duration of the campaign, making it the most successful digital initiative in the organization's history.