Reconciliation Thunder

Reconciliation Thunder is an Indigenous non-profit organization that serves to educate and empower corporate, government, and community leaders to address institutional racism. They reached out to generate brand awareness by developing a new visual identity with the goal to create guidelines to ensure consistent branding for external and internal communication.

Besides the original thunderbird icon – which is still featured in the final logo – Reconciliation Thunder did not have any branding. I started the project by developing a word mark to accompany the icon, as the thunderbird icon did not have enough brand equity on its own to be recognizable. The characteristic typeface in the word mark features letterforms with fluid shapes that elude to Indigenous art.

From there, I choose typefaces, colours, and photography to support the brand. I also developed a graphic system that utilizes easily recognizable parts of the logo icon to house graphics on various collateral.

The final product delivered was a toolkit that featured brand guidelines, templates, and graphic packages to help my client ensure that their collateral remained on-brand.