Refreshed – Rebranding for a First Nations initiative
A Calgary initiative that is focused on First Nations youth and using arts to uplift and challenge them. The Party developed an adaptable and ever-morphing identity that will take on a life of its own through the usage and transformation of the Refreshed Crew.
The logo consists of a few literal elements – a circle, a shield, and a key. The circle is representative of traditional First Nations beliefs. The shield is a representation of providing the youth with their own protection through the development and strengthening of their personality and character. The key is unlocking the potential intrinsic in everyone – a primary tenant of Nate Lenet, the founder of Refreshed and the Freed Artists Society.
This rebranding initiative is an ongoing project and will be constantly changing and transforming. There are two main directions – the corporate language rebranding, and the artistic representational branding. The corporate brand has developed the main iconography, colours, typography – the rules and regulations that allow for ease of identification and consistency for broad communications. The artistic brand will transform radically within the parameters of its usage – the only rule is to use the icon in a non-manipulated way within the delivery.