What if we got the Rock ready to rock?

The St. John’s 2025 Canada Games required a logo and launch celebrating the vibrant colours and spirit of Newfoundland and Labrador. Designed with input from youth athletes, the brand reflects the energy and vibrancy of St. John’s. The logo cleverly incorporates the letters “SJ,” while the visual identity pays homage to the province’s flag, jagged coastlines, stunning landscapes, cultural history, and the spirited nature of the Games.

Our approach centred on capturing the heart and soul of Newfoundland and Labrador—its people, culture, and untamed beauty—while building excitement for the upcoming Games. By involving youth athletes in the design process and grounding the brand in local identity, it lended an authenticity. From visual storytelling to targeted digital campaigns, the strategy was designed to inspire pride, spark curiosity, and drive action—setting the stage for a Games experience as unforgettable as the place itself.

Newfoundland and Labrador offers an experience like no other, so why not carry that special feeling into the brand? We drew inspiration from the energy and intensity found along our rugged coastlines, just like the powerful moments in sport that make each participant’s journey unique. With a nod to our island’s nickname, our tagline embodies the unwavering resolve of the people here—showcasing our readiness to deliver a seamless, uniquely St. John’s Games experience.

The launch of the St. John’s 2025 Canada Games brand sparked immediate and enthusiastic engagement. With bold visuals, authentic storytelling, and a message that resonated deeply with the community, the campaign exceeded expectations across all platforms—driving significant web traffic, boosting volunteer interest, and capturing the attention of audiences online and on social media.