Working for your country’s Olympic teams is an honor.  When first starting CREED, I was hired by the visionary CEO of the Canadian Olympic Association, a woman on a mission.  She said, “I want to brand Canada’s Olympic team under one big umbrella, independent of traditional sponsorship.” Asked to imagine, articulate and show her what that could look like, I said what you’d say, “What a privilege!”

The Canadian Olympic Association story.

what is.  what isn’t.  what can be. 
When it comes to identifying equities and assets for a country’s Olympic teams, this is a no-brainer. Right? But there was a time when Olympic sport branding was limited to athletes, their achievements, and individual sponsorship from third parties.  Corporate donors gave to the COA and those funds were used to support the teams.  The Canadian Olympic Association realized that they, themselves, had branding opportunities that could live within the IOC rules, and would be a means to raise additional funds for their athletic communities.

What we did. 

what we did. 

-brand audit.
-International Olympic Committee Guideline review.
-ambassadorship program ideation and recommendations.
-verbal expression.
-visual identity.
-strategic alliance recommendations.
-agency search.
-broadcast concepts.