A consultancy that walks people through their path to Canada. The whole visual system grows from one drawing: a maple leaf that becomes an arrow.
Immigrating is scary. Paperwork, deadlines, interviews — and a decision that changes an entire life. The client needed a brand that conveys the opposite of the chaos their audience feels: order, direction, a reachable happy ending.
The maple leaf is Canada without saying the word. We drew it with one twist: its lower vein turns into an arrow pointing up and forward. Symmetrical in everything but that — because the client's journey isn't symmetrical either: there is a before and an after.
Canadian red, white, and one rule: the symbol always sits left of the name, the arrow always visible. The graphic element works on its own — on a pin, an umbrella, a suitcase — and the brand reads even before you read anything.
In the merch we allowed ourselves to play: a hockey puck, an own magazine, even a hockey stick with the leaf engraved. If your new life is going to be Canadian, let it be Canadian from day one.
An immigration consultancy runs on documents — so the documents are brand too: envelopes, folders, an own magazine that makes the office wait feel short. You can't avoid bureaucracy; you can design it.
