Island Good | Local Is Our League
Island Good brings awareness to the value of buying local, encouraging businesses and consumers to make choices that support the Vancouver Island region’s well-being and long-term sustainability. At its heart, Island Good is a growing community of businesses working together, sharing ideas, and celebrating progress on their own unique sustainability journeys.
The Problem
Island Good provides certification for businesses on Vancouver Island and 16 surrounding rural islands. This certification helps consumers know that the product they are buying is certified local. The problem that they were facing is that people doing business on the 16 rural islands didn't feel included under the "Island Good" umbrella. We needed to find a way to invite ALL of the Islands together into a brand that they felt a part of.
Credits
Agency
Array
My Role
Lead Designer Brand & Web
Art Direction
The Team
Kristina Crowson, Sarah Brown, Jason Schultz, Myra Dionne, Kim Weber, Alejandra Silva Rojas, Aaron Paetkeau
Before
After
The Concept
Local is our league.
We encouraged the community to rally around Island Good. To champion local brands. "You're one of us! Cheer us on! Be a part of our team!" Our goal was to create a sense of belonging and pride around Island Good and all that it has to offer. Taking cues from sports marketing helped build community, inclusivity, and excitement. It's something people can wear and say, "That's my team!" We formed an identity for Island Good that's not just visual, but also empowers their audience to make it part of their own identity too, on the Islands and beyond. This is partnership. This is their league.
The Solution
Step one was to remove the island from the logo and replace it with a maple leaf. This kept the sense of place, without the exclusivity of the Vancouver Island map. The typography was tweaked to evoke a baseball swoosh, conveying the overarching idea that this is one team locals can all root for and rally behind. It turned the logo into a wearable emblem. The colour palette was expanded to include vibrant and accessible pairings inspired by the local goods sold by Island Good businesses. From there, a series of "certification" badges were made to include each island saying "made here." This further helped each location have a sense of belonging. The copy (written by Myra Dionne) spoke to the people. Local is our league. Whether you're a consumer or a supplier, we're all on the same team, and we can all root for each other. Everyone benefits from the Made Here Movement.
