Our website redesign journey
Written by: Samantha Saucier
The first day of spring is full of anticipation – the snow is melting, the ground is peeking through, the days are getting longer, and the birds are singing. As we celebrate the season, we’re excited to mark the beginning of spring with the unveiling of our new website!
“First impressions matter. We wanted to make sure folks visiting our website would get a better feel for who we are, what we do and how we approach our projects. As a public relations and engagement agency, we tend to be behind-the-scenes and doing the work but it’s important to show the value of what we share with our clients, each other and the world.”
– Shani Gwin, Founder/CEO
It started with our name
Nearly two years ago, we were gifted our new name through Ceremony. That moment marked the beginning of a journey—one guided by Ceremony, conversations with Elders, and reflections on how to embody the spirit of our name in everything we do. Through discussions between our Founder, Shani Gwin, and artist, Kevin Cardinal, our identity began to take shape.
Through Kevin’s artwork, our logo took form—an eagle calling, its vibrations reaching the four directions. Every element of the design carries meaning, representing our values, guiding principles, vision, and mission. Our new logo was like the heart of our brand and inspired how we wanted the rest of our brand to feel—not just for us, but for those we work with.
The birth of a new brand
Last spring, we updated our brand to embrace colours, patterns, and illustrations that reflect who we are. This became a journey of finding our voice, guided by Elders, moving away from colonial and corporate brand aesthetics to a style that felt more like us—bold, colourful, joyful, and deeply connected to the land. Even our values were brought to life through animal illustrations.
“The most important thing we want our brand to do is inspire joy and curiosity. Our work is about sharing Indigenous Peoples’ stories, and our brand should invite people to take a closer look at what we can do and who we are. We are bold, warm, energetic - constantly looking to our values and the land for guidance - and our brand should reflect those connections!”
– Presley Mills, Creative Services Director
These enhancements to the brand gave us the flexibility to continue to grow and share our ever evolving work and journey with others.
A desire to share our work with the world
As we grew into this new look, we recognized our website needed to evolve too. Over the past several months, our creative and communications teams—alongside the rest of our organization—have worked to design a space that better reflects who we are and how we show up in the world.
Our goal with this redesign was to create a brand and way of connecting that was more open, welcoming, and intuitive. We wanted potential clients, partners, and community members to see what we do, understand our approach, and begin conversations with us more easily.
“Our website isn’t just a place to find information; it should feel like us—inviting, dynamic, and reflective of the energy we bring to our work.”
– Presley Mills, Creative Services Director
Things to consider along your own journey
Here are a few insights we hope will offer some guidance to others navigating their own rebrand or website journey.
A strong brand must have:
A story
Unique offering
Memorable Design
Brand Consistency
Confidence
When updating your website, consider:
Using a strong and clear brand voice
Incorporating aesthetics that align with your brand and draw people in
Using a voice, tone, and imagery that will attract the type of client you want
Personalizing your about page - we are all unique, so don’t be afraid to show it
Guiding people along the journey: include clear ‘next steps’ you’d like visitors to follow
Could you use some support with your branding or website project? Reach out to us!
A look inside what’s new
Now that our new website is live, we invite you to explore, connect, and journey with us as we continue to grow.
Join our circle and stay up to date
We are going to be launching a quarterly e-newsletter that shares news, updates on our team, and opportunities to connect with our team and community. If you’re interested in staying connected, please join our mailing list.
We highlight our process
We are not your typical agency. Our work is informed by our cultural values and guided by relationality. We approach our work through this lens. Learn more about how we work.
Opportunities to learn with us
Our team has developed workshops rooted in reconciliation, engagement and decolonized approaches. Whether you’re looking for media training, decolonized communications or meaningful engagement, or want to start your reconciliation journey, we can help. Learn more about our offerings.
There’s more to come
We have more plans for our website in the coming months.
Keep an eye out for a storefront where you can buy merch featuring our beautiful brand and other resources.