A List Sunglasses + [Canada]

Freestyle Canada Inspires the World to Live Free via Will Creative

Following a competitive pitch, the Canadian Freestyle Ski Association enlisted Vancouver creative agency Will, in partnership with TORQUE Sponsorship, to develop a completely refreshed brand & creative platform. Last week, the updated brand was revealed via a new name (Freestyle Canada), logo, website and brand positioning – centered around the core purpose of inspiring the world to live free.

With four distinct disciplines (Aerials, Moguls, Halfpipe and Slopestyle), it was essential that the new brand speak to the intense courage and pride that unites the athletes and stakeholders alike. Through a thorough stakeholder consultation process, including 20 interviews with former and current athletes and coaches from all four disciplines, it became clear that an infectious passion beats at the heart of the organization.

“Building a new brand identity was critically important for growing the community of freestyle skiing,” said Bruce Robinson, CEO of Freestyle Canada. “The Freestyle Canada brand is progressive and bold, in short, disruptive. The brand will unite and empower our community and make all Canadians proud. My hope is that Freestyle Canada’s brand will stand out within the national sport community.”

Marrying the courage (blood, sweat and tears) of the athletes, the creative expression of the sport and the association’s proven track record bringing Canadian talent on to the podium, Will renamed the CFSA as Freestyle Canada. The strategic and creative platform, also developed by Will, brings this sentiment to life through bold interpretations of athletic unity, colour, and ultimately, the creative expression of a freestyle lifestyle.

"The challenge was to create a brand that lives up to the unparalleled athleticism and creativity of Canada's (and the world’s) elite freestyle skiers,” said Will Executive Creative Director and Founder, Nick Richards. “The result is a symbol of pride and passion, a burst of colour in a snowy white canvas. An explosive and expressive brand identity that reflects the courage and passion that resides in everything Freestyle Canada touches. A passion that is infectious, inspiring and irresistible. Freestyle Canada, truly are as colourful as snow gets."

With a new website and brand movie planned to launch this ski season, this bold new brand will serve to inspire generations of freestyle athletes to come.