We Are One: Forestry Branding Rooted in Partnership
CLIENT: C’awak ʔqin Forestry
PROJECT: Brand development
/ Services Provided
/ C’awak ʔqin Forestry Brand Development
For many years, Western Forest Products and Huu-ay-aht First Nations had been working toward a more equitable partnership in forestry operations on Huu-ay-aht territory, Vancouver Island.
In 2020, a landmark agreement was reached. The agreement made the Huu-ay-aht co-owners, rather than shareholders, strengthening their role as stewards of their land. It also ensured they would share in the benefits generated from the resources within their traditional territory.
/ Engaging every perspective
To mark the historic partnership, the new company needed a name and fresh look to match a new vision for the future. Every element needed to reflect the partners’ shared values and showcase how the company is leading the way when it comes to land management, reconciliation, and revitalization of the forest industry in the license area.
Our first stage of the project was a strategy to guide the naming and branding process. Regular communications and engagement ensured both sides of the new partnership were actively involved—and heard—along the journey.
/ An identity that’s also a statement of intent
The name C’awak ʔqin, which means “we are one” in the Nuu-chah-nulth language, was chosen. It’s a name and a mission statement; everyone must work together to protect the land and power a stronger, more sustainable economy.
Huu-ay-aht father and son artists, Ed Johnson Sr. and ƛicitatḥ Edward R. Johnson, jointly designed the new logo. At the centre is the bear, nourishing itself with salmon from the river. When the bear carries the carcass into the forest, it helps feed the land. Symbolically, the logo represents the deep interconnectedness of the ecosystem, and the knowledge that the balance of the forest depends on far more than just the trees. We collaborated with the artists to ensure the logo would shine across all assets, from digital to print.
With all parties aligned on the core elements, we rolled out brand guidelines to staff, redesigned the website, and created signage that was revealed at a launch event at the C’awak ʔqin’s offices near Port Alberni.
Finally, we teamed up with the partners to produce a short film that brought their inspiring story of progress and unity to life. As Emchayiik Robert J. Dennis Sr., former Huu-ay-aht Chief Councillor, put it perfectly: “It’s better to work as one.”
