Tŝilhqot’in National Government Branding — Roodenburg Design Consultants

Tŝilhqot’in National Government

Branding

The Tŝilhqot’in National Government (TNG) was looking to redefine their brand in a way that resonated deeply with their key audiences, particularly the Tŝilhqot’in people and leadership. The aim was to enhance pride in the brand as a powerful tool for advocating self-determination and elevating the Nation’s presence both in British Columbia and globally.

“How should the Tŝilhqot’in brand communicate our Nation’s shared pride in its reputation for leadership in reconciliation, autonomy, and self-determination?”

The Approach

A multi-faceted needs assessment combined on-site research, community engagement, and a thorough evaluation of existing brand elements to ensure a comprehensive understanding of TNG’s identity.

Needs Assessment

In-depth interviews, surveys, and workshops within the TNG communities to uncover the authentic voice of the Nation were conducted. This engagement allowed valuable insights to be gathered into how the TNG brand is perceived and the aspirations of stakeholders. Questions were asked in workshops and with leadership to solicit a bold and authentic direction.

“What will our position as a Nation, a people, and a family be like in 2033?”

Community Workshops

Key meetings were held on TNG territory, where community members articulated their vision for the brand through words, images, and stories. This collaborative environment fostered a sense of ownership and pride in the brand’s evolution.

Strategy

The insights gathered were synthesised into a strategic document that outlined a clear direction for the brand. This included refining visual and verbal elements to ensure they accurately reflect the Nation's values of leadership, reconciliation, and self-determination.

Cohesive Brand Guidelines

Comprehensive brand guidelines equip the TNG with the tools necessary to maintain consistency and coherence over time. This ensures that all expressions of the brand resonate with the Nation’s cultural heritage.

The Outcome

Building Community

This project not only strengthens the brand but also inspires the community to embrace their shared identity and vision for the future.

Empowered Leadership and Staff

The renewed brand identity empowers unity among TNG leadership and staff, providing a consistent framework for all communications.

Driven by the determination of TNG leadership, the communications department, cultural advisors, and community members coming together—the new brand identity—serves as a testament to what a Nation can achieve through unity in the face of adversity. The refreshed brand embodies the goal of empowerment and elevating the Nation’s prominence, while remaining deeply aligned with its history, traditions, and commitment to self-determination.

“As individuals we are strong. As a community we are stronger. As a Nation we are the strongest. Unity is where we gather our strength, our collective voice.”

—Chief Joe Alphonse