Brand Design: Cowichan Tribes Wellness Program

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, and spiritual wellbeing, while respecting and drawing from Cowichan teachings and cultural values.

This project was deeply rooted in the community. With over 85% of the staff identifying as Cowichan or First Nations, the program needed to reflect a culturally safe and respectful environment—one that supports healing, connection, and self-care without pushing against cultural norms around modesty, privacy, and speaking openly about personal struggles.

The gorgeous Arist and carver, Harvey Dick SR 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.”

This was not just a branding project—it was a chance to hold space for the intricacies of workplace wellness in a First Nations context, and to honour the traditions and strengths that already live in the community.