Cowichan Tribes
Brand Design: Wellness Program & Internal Campaign
YEAR:
2025
MY ROLE:
Branding
Strategy
Design
Illustration
Communications
I had the honour of designing the sub-brand for Cowichan Tribes’ new Employee Wellness Program.
This initiative was created to support staff in caring for their mental, physical, emotional, and spiritual well-being, 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.
For the campaigns themselves, I wanted to bring in an illustrative touch to bring in the feeling of connection - with the trees, with nature, and with each other.
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.
