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Canadian Paralympic Committee hires Will

The Canadian Paralympic Committee has retained Will of Vancouver to conduct a rebranding initiative. According to the agency, it will develop a brand strategy intended to “elevate the country through the power of sport while demonstrating their shared commitment to meaningful social change.” The new branding will begin its roll-out in the fall. Will was hired based on its previous rebranding work for the Canada Games, Speed Skating Canada, Freestyle Canada and the Vancouver Whitecaps FC.

“This is an incredible opportunity to bring our passion for sport to an organization with an impact that goes far beyond the field of play,” said Nicola Poskitt, director of strategy at Will. “Sport is a universal language, and everyone has a right to participate. In today’s focus on diversity, equity and inclusion, this spirit of inclusivity can substantially change how people with disabilities are perceived and valued. We look forward to telling that story together with our partners at CPC.”

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