Client

Sc.wén̓wen Economic
Development Corporation

Sector

Indigenous Organization

First Nation

Services

Naming | Logo

Visual Identity

Key Messaging

Strategy with community at the heart

STRATEGY & OVERVIEW

Tk̓emlúps te Secwépemc, a dynamic Indigenous community in BC’s Interior-Secwépemc (Shuswap) region, has long managed its economic growth through a department called the Tk̓emlúps Business Economic Development. TtsSBED oversaw revenue-generating ventures including land leasing and development projects, which are essential for the community’s prosperity.

However, community members often struggled to distinguish TtwSBED’s functions from the Tk̓emlúps te Secwépemc government’s roles, leading to confusion around services and responsibilities. Driven from their strategic plan, Tk̓emlúps te Secwépemc decided to establish TteSBED as an independent corporation to clarify its brand and strengthen its identity in alignment with community culture and values.

Tk̓emlúps te Secwépemc partnered with Indigenous Marketing Solutions, drawn by our commitment to community involvement and experience crafting brands full of culture and language. Together, we began developing a new brand that not only clarifies TteSBED’s role, but also honours the community’s heritage and future aspirations.

A hand-drawn approach to branding.

The project started by informing community members of the upcoming transformation of TteSBED into a new economic development corporation. We then visited the community to experience Tk̓emlúps te Secwépemc’s rich culture, listen to the stories of land and tradition, and deepen connections.

This learning inspired the search for a new brand name that would honour the community’s spirit, eventually leading to “Sc.wén̓wen,” which is rooted in a Secwe̓pemc word  for “mornings” and symbolizes renewal and new beginnings. We were also taught the local significance of the loon—an animal of resilience and empowerment.

Artist Kel-c Jules, a member of the Tk̓emlúps te Secwépemc community, joined the project to design a logo that would embody this spirit. Her designs, full of personal meaning, were refined through close collaboration until the final logo—a loon over a sunrise—came to life.

To complement the new logo, we developed a colour palette, typography, and supporting patterns inspired by the loon’s spots and stripes. The final Sc.wén̓wen brand reflects renewal, resilience and connection, holding the heart of Tk̓emlúps te Secwépemc as it honours both the past and future.

a Secwe̓pemc word for “mornings,” it symbolizes renewal & new beginnings

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