Dynamize Canada

Naming, Visual Identity & Brand Applications

August 2021 

We helped bring to life a Canadian boutique scale-up consulting firm that provides coaching, facilitation, and expertise for business leaders in their journey to grow their businesses. We worked with the CEO and COO to position the brand, name it, and create an advanced visual identity package for Dynamize Canada.

After establishing a basic brand strategy, a statement of differentiation was crafted and we defined the following key guiding principles: clarity, honesty, support and innovation. The brand’s archetype and personality were also explored as we brainstormed names and tested them to ensure the brand has a solid foundation as it grows.

ABOUT THE NAME
Dynamize Canada is an ownable name, chosen for its reference to being dynamic and agile. With an accelerating feel and an undertone of change, it is an experiential name - focused on the target market’s experience. The creator archetype is further reinforced by the name - as it speaks to the idea of being a catalyst for change and new energy.

ABOUT THE VISUAL IDENTITY

It has a feel of lifting off, with an ambition to aim for the stars. This alludes to the brand’s purpose - “Here to inspire and guide you to honest growth and success.” The logo symbol is based on the capital letter “D” - a character shape with clear straight angles, as well as rounded, soft, compassionate parts - touching on Dynamize Canada’s supportive and guiding approach. The visual identity leaves one with the setting-free emotion. The maple leaf visual is subtle, yet a tie in to the Canadian heritage and focus of the company.

The sans serif font is clean, modern and geometric. This refers to the company’s value of honesty, clarity and dependability. The light forms give an elegant, modern feel, while it’s geometric backbone give a solid, reliable structure. The wordmark is set in lowercase for a friendly, approachable feel to the brand, while the “Canada” descriptor is clearly written in all-caps, at a bolder weight yet spaced out comfortably.

Brand Visuals & Applications

Below are some of the brand communications we worked on to grow the Dynamize Canada visual language from logo to business cards, brochures to website visuals. We created consistent, on-brand communications to lead the brand forward and connect with the target audience.