2020 Winner

CASE SUMMARY

Like many others, the entertainment industry employs a low number of visible minorities. The gap in representation is particularly stark in Canada, where visible or racialized minorities make up over one-fifth of the population. That’s where the Multicultural Minority Canadian Talent comes in. The platform connects ad agencies and casting agents with a vast pool of multicultural talent and after building its database, the org tasked Barrett and Welsh to create a distinctive visual identity. Put together, the “M”s in its logo (taken from the top of a maple leaf) stand for “Multicultural” and “Minority,” demonstrating that diverse minorities are as fundamentally Canadian as the country’s hallmark symbol.

Credits

Gavin Barrett, Chief Creative Officer
Mike Welsh, Chief Creative Officer
Bhupesh Luther, Art Director, Designer