During our tenure as the design firm for the Canadian Curling Association, we had the opportunity to design the logos and marketing materials for events large and small across Canada. The Scotties Tournament of Hearts in Victoria was a favourite - graphically combining the water and sailing aspects of Victoria with curling rings and rocks.

The 2009 Roar of the Rings was an amazing event to be a part of. It’s the final event that decides the Men’s and Women’s Curling teams that will go on to represent Canada at the Olympics. For these elite teams, there was more on the line than a trophy, this was their chance to be Team Canada. As such we took a two tiered approach - the early launch materials were dramatic and focused on the top athletes vying to qualify. The later materials focused on the red, white & maple leaf, focusing on Canadian pride leading up to the games - this approach encouraged people to follow their favourite curlers, and built excitement to attend the event to see who would be Canada’s team.

As part of our work with the Canadian Curling Association, we had the opportunity to create the brand identity for the 2007 Ford World Men’s Curling Championship. The international event required branding from the ground up including the logo, advertising, promotional and event marketing materials. The stylized logo symbolizes the two team curling rocks, the ‘speed lines’ are derivative of the ‘curl’, and also form the shape of the globe, blue for men’s, and gold for the golden globe trophy that goes to the winning country. By all accounts, the Edmonton event was a huge success, the logo is still in use today, and has also been adopted by the Women’s World Curling Championship. With the efforts of everyone involved, it took the World Curling Championship from small venues in Europe to filling Rexall Place in Edmonton!