Gymnastics Canada came to Dot Dot Dash with the need for a revitalized brand identity to inspire a new generation of athletes. The complete brand identity and anthem video can be seen below.
For a sport with many disciplines, what was the one thing that all athletes shared and that brought them together? Through dialogue and discovery, we realized that the moment of 'sticking the landing' was something all athletes shared and more than that it was representative of culmination and arrival back at the beginning. It was an ending, but also a starting point, and a place from which the rest of their lives launched.
Through graphic design (for the brand) and a creative production process for the video we crafted a new brand that imagines the gymnast anew; positioning them as strong and powerful and the sport of the foundation for many other aspects of life.
In most rebranding processes there is friction; change is hard, but we're pretty sure we hit the sweet spot with this one. It has been widely celebrated by the community as being representative of who they are and what the sport means to them.