MNC Rebrand
Métis National Council had elected it's new president Cassidy Caron and was looking to build a brand that helped communicate the history of Métis people while also showing where Cassidy's leadership would take Métis people.
Opportunity:
Under the leadership of President Cassidy Caron, the Métis Nation Council (MNC) sought a visual identity that would signal a new era of cultural pride, unity, and forward-thinking leadership. The goal was to create a brand that honored the deep-rooted heritage of the Métis people while embracing a vibrant, modern, and inclusive future.
This rebrand was not just about aesthetics, it was about reinforcing the core values of the Métis Nation, such as resilience, community, and spiritual connection. The challenge was to craft a brand system that was both visually striking and culturally meaningful, ensuring it would resonate with Métis people and non-indigenous peoples to raise more awareness around Métis culture.
Approach:
Working closely with Melaina Goos, I helped develop a comprehensive brand system that bridges traditional Métis craftsmanship with modern design. This approach was rooted in Indigenous values, particularly the spirit bead — a symbol of humble acknowledgment, learning from mistakes, and spiritual connection.
The rebrand was designed to position the Métis Nation as a dynamic, culturally rich organization — one that celebrates its past while embracing its future.
Execution:
This project was a meaningful journey into Métis heritage. It provided an opportunity to connect with my own Métis identity and deepen my appreciation for traditional Métis beadwork — particularly the concept of the spirit bead.
In Métis beadwork, a single bead is often intentionally placed out of sequence or in a different color. This spirit bead serves as a reminder from the Creator that perfection belongs to the Divine and that mistakes are a vital, human part of the creative process. I carry this philosophy into my daily practice, viewing every “mistake” as an opportunity for growth and a reminder of my cultural roots.
We developed a dual logo system that allows for versatile application across different mediums and platforms. A visual identity guide was created to ensure brand consistency, and a custom asset library was built to support branding across merchandise, digital, and physical applications.
The brand mockups were designed for physical use, including pull-up banners and merchandise, ensuring the new identity would be visible, approachable, and impactful in real-world settings.
Results:
The rebrand resulted in a robust suite of visual assets, including:
• Dual Logo System: Two distinct logos designed for versatile application.
• Visual Identity Guide: A comprehensive manual for brand consistency.
• Asset Library: Custom patterns, color palettes, and graphic elements.
• Brand Mockups: Physical applications including merchandise and pull-up banners.
This project not only reinforced the Métis Nation’s identity but also positioned the MNC as a leader in Indigenous cultural branding — a valuable asset for both Indigenous communities and business partners.
