Brand Design: Cowichan Tribes Wellness Program & Internal Campaign

I had the honour of designing the sub-brand for Cowichan Tribes’ new Employee Wellness Program - an initiative created to support staff in caring for their mental, physical, emotional, and spiritual wellbeing, while respecting and drawing from Cowichan teachings and cultural values.

The original artwork was created and carved by artist Harvey Dick Sr., who shared:

“For the Wellness program. This is what the carving represents. 4 is important as the 4 directions, the 4 animals, Balance. They represent - Raven for change / transformation, the bear for strength, the wolf for teamwork, and the frog for spirit. In the Wellness program you are seeking events for Mental/Emotional/Physical health. Through change the strength of team work, this will bring balance and the spirit will heal.”

Working closely with their team, we incorporated these four animals into the final logo, emphasizing its circular form to symbolize unity, balance, and community.

From there, we developed a cohesive brand mark and visual system that could be carried across internal communications — including posters, staff emails, workshop materials, and program signage — to create a consistent, recognizable presence for the Wellness Program throughout the organization.

I learned so much. When we turn to Indigenous leadership for guidance around stewardship - of land, nature, and all areas of life, including business - the benefit reaches far beyond what we imagine.