Dogwood rebrand

Dogwood rebrand


Inside pages from Dogwood’s 2022 annual report
3 Ds design for t-shirts, pins and patches

In 2016, I developed a new brand identity for Dogwood, who at the time had recently dropped “Initiative” from their name. It was vital that the accompanying new identity position them as a coherent, legitimate, formidable player in BC. Authenticity, confidence, inclusivity and being winners were key influencers for the design.

More recently, Dogwood developed a new strategic plan and goals: to decarbonize, decolonize and democratize through community organizing. The updated logo (2022) needed to better reflect these goals, which fit well in a 6-point dogwood flower with two petals for each goal. This a change from four to six petals was brought to the table by Dogwood based on a visual survey asking people to free-associate with flowers with 4, 5 and 6 points. The 6-point flower had the strongest association and least confusion compared with 5-pointed flower logos, such as the old BC Ferries logo.

Dogwood was looking to reinforce their power and efficacy as a people-driven organization, while creating something gorgeous enough for people to want to wear their swag (including a t-shirt, pins and socks). The result is a bold, energetic, kinetic and forward-moving shape paired with modern, approachable and solid typography. Two variants of this sophisticated but friendly typeface are used for visual communications along with a palette of several fresh colours, updated and expanded from 2016’s, that allow them flexibility to use the icon in different tones.

More work

“Ruth” film poster

Election campaign branding and material

Impact Assessment Act report

Recycling Alternative website

Campaign branding and collateral


Business cards

Buy Local farmers’ market campaign

BC Farmers’ Market Directory

Promoting accessible books

Nutrition coupons

Farmers Appreciation Week

Trike wrap

Vote yes for better cycling and transit