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Canada Games hires Will

The Canada Games Council, the non-profit organization that governs the Canada Games athletic competition, has retained Will of Vancouver to develop a new brand for the event. The assignment includes a new visual identity and positioning intended to “inspire the next generation of up and coming Canadian athletes." The new brand will debut on Feb. 17 with an online video and redesigned website at <>. This will be followed with a larger roll-out, beginning with a countdown to the 2023 PEI Winter Games, which will also make use of new branding.

“When we started the process, one of our first steps was attending the Canada Winter Games,” said said Nick Richards, executive creative director at Will. “The collective energy and spirit we experienced there made it clear that the games are so much bigger than sports. It was important that the new brand embodied the shared feeling of connection and inspiration at the heart of the games.”

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