Karacters: Sport BC

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Sport BC is a member-based non-profit sport federation, representing over 60 Provincial Sport Organizations in British Columbia. They offer services and programs to build the capacity of our members and advocate on their behalf to improve the landscape for organized sport in BC. This rebrand focuses on ‘user-generated’ photography and a series of statements that allow the viewer to form a connection to the message, while the faces of the athletes were intentionally obscured to suggest that they could be anyone, of any body shape or age.

Central to the Sport BC identity was the development of the typeface ‘Everyone’, for which we we brought in type-guru Ross Milne of Working Format to perfect letterforms that would retain a diverse range of forms, and thus elude to the many types of people who participate in sport.

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