Canadian Olympic Committee
Tokyo 2020 Brand Experience
Tokyo 2020 Brand Experience
Creative Direction &
Design Lead
Design Lead
Tokyo 2020 marked a shift in how Team Canada approached the Olympic Games. Rather than introducing a campaign only weeks before the Opening Ceremony, the theme and visual language were established well in advance, building on the Be Olympic brand platform to create a fully integrated campaign throughout the journey to and during the Games. Through emotional athlete stories rooted in Olympic virtues, the campaign created a sense of belonging and showed how everyone could Be Olympic.
Working with an external agency and internal Brand, Marketing, Digital, Partnerships and Communications teams, I led the development of the campaign toolkit and guidelines. The system created a consistent visual presence across team announcements, Games countdowns, athlete storytelling, partner activations and editorial content spanning broadcast, out-of-home, social, digital and print.
When the Games were postponed due to COVID-19, the campaign adapted to a dramatically different Olympic experience, with limited spectators and no Canada Olympic House. The focus shifted to connecting Canadians with Team Canada from home. Flexible templates and motion-ready assets allowed the system to evolve across the extended timeline and respond to changing plans and Games-time moments.
The campaign came together through a dedicated Tokyo 2020 hub on Olympic.ca and the Team Canada app. It also supported Canada’s first nationwide 50/50 draw, extending the campaign into a fundraising initiative that gave fans another way to support Team Canada.
Working with an external agency and internal Brand, Marketing, Digital, Partnerships and Communications teams, I led the development of the campaign toolkit and guidelines. The system created a consistent visual presence across team announcements, Games countdowns, athlete storytelling, partner activations and editorial content spanning broadcast, out-of-home, social, digital and print.
When the Games were postponed due to COVID-19, the campaign adapted to a dramatically different Olympic experience, with limited spectators and no Canada Olympic House. The focus shifted to connecting Canadians with Team Canada from home. Flexible templates and motion-ready assets allowed the system to evolve across the extended timeline and respond to changing plans and Games-time moments.
The campaign came together through a dedicated Tokyo 2020 hub on Olympic.ca and the Team Canada app. It also supported Canada’s first nationwide 50/50 draw, extending the campaign into a fundraising initiative that gave fans another way to support Team Canada.
