School Sport Canada, formerly known as the Canadian School Sports Federation, has hired TrojanOne of Toronto to assist it with branding and sponsorship activities. The organization is the country's national body representing school sports. The agency's work began with the development of a new name and logo for the organization, intended to help School Sport Canada attract corporate sponsors. "It is important that SSC retains its established values and focus on the development of students through interscholastic sport, but at the same time develops a new and modern identity," said School Sport Canada president Doug Gellatly. "One that we can leverage as we look to establish new partnerships and programs that will benefit our partners, our member associations, and ultimately the students. We recognized the need for a change and the new name and logo will help us achieve our mission moving forward."