Project Context
The BCWA is the official association for Olympic Weightlifting in British Columbia, Canada. Its primary goal is to support and promote the sport and to guide athletes throughout their weightlifting journey.
Their board of directors is continuously working to bring improvements for athletes, coaches, clubs, and events. As part of a new strategic direction, they identified the need for a clear and consistent brand that would honour the sport throughout the province.
The previous logo was not effectively representing BC and lacked visual clarity, making the acronym difficult to read. The goal was to develop a new identity that would strengthen recognition and bring a renewed sense of pride to the athletes.
Their board of directors is continuously working to bring improvements for athletes, coaches, clubs, and events. As part of a new strategic direction, they identified the need for a clear and consistent brand that would honour the sport throughout the province.
The previous logo was not effectively representing BC and lacked visual clarity, making the acronym difficult to read. The goal was to develop a new identity that would strengthen recognition and bring a renewed sense of pride to the athletes.
Defining the Strategy
I worked closely with the creative director, developing interviews and surveys for board members, athletes, and coaches. Through analysis, we uncovered key insights about the organization and its community. The findings revealed the need for a professional yet approachable brand that could represent the growing weightlifting community.
We captured these insights to establish the Brand Core Document, which defined BCWA’s purpose, values, and personality. I created moodboards to translate research into visual direction. Every decision was guided by data, alignment with the board, and design expertise, building a solid foundation for a cohesive and scalable identity.
We captured these insights to establish the Brand Core Document, which defined BCWA’s purpose, values, and personality. I created moodboards to translate research into visual direction. Every decision was guided by data, alignment with the board, and design expertise, building a solid foundation for a cohesive and scalable identity.
Designing with Purpose
The design process was grounded in strategy and collaboration. Through in-depth research of sport-related, Olympic, and weightlifting brands, I analyzed trends and identified opportunities for BCWA to stand out while belonging to its sporting context. This informed a long-term vision for differentiation and authenticity.
To guide creative alignment, I developed a visual language document defining how shapes, colour, composition, and typography could express BCWA’s personality. Working closely with the board, we refined brand traits and validated the direction that best reflected their vision.
Through concept explorations I created, the board could visualize the potential of each idea and align on a clear direction based on research and shared vision. I then focused on transforming strategy into design, refining typography, colour, and form through rounds of feedback and iteration to bring the new identity to life.
To guide creative alignment, I developed a visual language document defining how shapes, colour, composition, and typography could express BCWA’s personality. Working closely with the board, we refined brand traits and validated the direction that best reflected their vision.
Through concept explorations I created, the board could visualize the potential of each idea and align on a clear direction based on research and shared vision. I then focused on transforming strategy into design, refining typography, colour, and form through rounds of feedback and iteration to bring the new identity to life.
A Meaningful Brand
The logo silhouette is inspired by the initial and final positions of an athlete during weightlifting, symbolizing the journey of strength and discipline. The composition relates to the British Columbia crest by incorporating key elements (mountains, water, sun) to express the spirit of the sport.
We delivered an original and contemporary brand that reinforces recognition and pride within the community.
We delivered an original and contemporary brand that reinforces recognition and pride within the community.
Design in Action
Expanding across physical and digital spaces, the logo performed effectively across diverse applications, demonstrating the system’s adaptability and long-term scalability. It became a unifying symbol within a strong visual language that expressed the BCWA spirit with clarity and impact.
Building for Consistency
We created a detailed brand guide to ensure consistency across different applications. It outlines logo usage, colour, and typography to support clarity in both digital and print contexts. Alongside the guide, a complete brand package was delivered, providing BCWA with ready-to-use assets and clear direction for future implementations.
Impact Through Community
Surveys confirmed that the new BCWA identity resonated with its audience and effectively represented weightlifting across the province. The rebrand strengthened BCWA’s presence, modernized its visual language, and established a foundation for lasting recognition.
At competitions and events, athletes, coaches, and volunteers proudly wore the emblem on shirts, hoodies, and medals, creating a sense of unity and belonging. The brand extended beyond design, becoming part of how people experienced and celebrated the sport.
