333 Seymour St.
Vancouver, BC
With Minister Harjit Singh Sajjan overseeing the initiative and $552 million in economic investment at stake, PacifiCan needed a sophisticated visual identity that would represent BC's diverse economic regions while navigating strict federal branding regulations that prohibit traditional logos for RDAs. The challenge required creating brand recognition through symbols, typography, and colour—without technically creating a "logo."
Working within an intensive 9-week timeline, we developed a comprehensive visual identity system based on extensive research into BC's economic regions and natural colour palettes.Through systematic analysis of provincial industries—from Vancouver's emerging tech sector to coastal commercial fishing and Prince Rupert's port services—we identified strategic positioning opportunities that would differentiate PacifiCan from other federal agencies.
The methodology prioritized WCAG AA2 compliance throughout the design process, utilizing Microsoft-native typography to eliminate IT approval barriers within government systems. Colour contrast requirements for accessibility guided our selection of a distinctive deep teal-blue(balancing ocean and forest references) paired with an over saturated salmon pink—an unusual combination that created visual intrigue while avoiding political colour associations.
Stakeholder management involved coordinating with 12 PacifiCan team members, liaising directly with 5 key personnel and 2 upper-level decision-makers. We implemented systematic representation protocols ensuring all communications featured diverse Canadians, including people with disabilities, various ethnic backgrounds, and First Nations communities, reflecting BC's demographic diversity across all economic regions.
The final identity system strategically navigated federal restrictions by establishing symbols,colours, and typography as identification elements rather than traditional logo applications. We maintained compliance by positioning symbols as background elements or patterns, never alongside the "PacifiCan" wordmark in branded formats.
The comprehensive system launched in May 2022 across extensive touchpoints including websites, social media, digital communications, television and press conference backgrounds,office signage, and promotional materials. Implementation coordination required managing rollout across multiple platforms while maintaining consistency and accessibility standards throughout all applications.
Post-launch internal audits achieved a 78% approval rating across federal departments—demonstrating successful stakeholder alignment despite complex regulatory constraints. The strategic approach generated significant media coverage announcing PacifiCan's mandate and economic investment commitments, while earning nomination for the Regional Powerhouse Award of Communications Excellence from the Government of Canada.
