In response to a brief from WNYC's radio show Studio 360 to 'redesign Canada', BMD set out to rethink how Canada appears in the world, creating a new identity for the 21st century, free of clichés such as hockey, beavers and maple syrup.
BMD created 'Know Canada'; an identity and campaign built around the insight that people beyond our borders simply don’t understand Canada. So, Canada doesn’t need a redesign, people just need to get to know us.
‘Know Canada’ was designed to highlight the country’s dynamic exchange of ideas, creativity, natural resources and people. BMD created a visual language that leverages the two red bars on either side of the Canadian flag. When the maple leaf is removed, these red bars act as a frame for a rich array of viewpoints, inventions, icons, imagery and understanding, while also paying homage to the countries rich history.
It is flexible and inclusive, ultimately highlighting aspects of the country that make it unique, vibrant and prosperous.
Following the launch of the 'Know Canada' speculative campaign, BMD released the KnowCanada Photo App, giving people the opportunity to share images of their 21st Century Canada.
Since launching, it has been featured by countless media outlets including the National Post, Globe and Mail, CTV News, Huffington Post, Yahoo News, Fast Company and was included in the Moscow Global Biennale of Graphic Design.