Website + Brand
First Light
We’ve been on a journey with First Light for many years and every step of the way, we’ve worked with them to ensure that how they present themselves aligns with their core values and beliefs. From the brand identity and website to the latest evolving initiatives, together we continue to evolve and create digital experiences that authentically reflect the organization’s values, strengths, and long-term vision.
Built to Grow
A brand and digital presence rooted in partnership
In 2018 we worked with First Light on their rebrand from St. John’s Native Friendship centre. For over 40 years, the Friendship Centre has served as a vital community hub, offering culturally grounded programs, services, and a safe gathering space for the urban Indigenous and non-Indigenous community alike in the St. John’s, NL region.
Now in 2025, First Light’s work continues to grow with over 80 staff, 5 locations, 6 social enterprises, and a variety of support services and programming. They needed a visual identity and website to grow with them–flexible, full-featured, and built for everything they do.
Website Development
Creating A Home Base
The overarching strategy for the new website was to create a digital extension of the experience First Light offers face to face, welcoming, inclusive, and deeply rooted in culture. Built with accessibility at its core, we focused on enhanced navigation, mobile responsiveness, and structured content.
We streamlined user paths that connect the community to programs, services, and events, ensuring an intuitive experience for everyone, including an emphasis on those using assistive technologies.
It was doubly important that the website was intuitive, not only for the user, but for the client because their exponential rate of growth means that things have to be updated quickly and easily to meet the needs of the moment. We developed a CMS (Content Management System) tailored to their work so their website works for them, and not against them. They required a robust event calendar system that accommodated event types, locations, ongoing programming, and the ability to export that data.
This renewed online presence reinforces First Light’s commitment to community by expanding access and inclusion in the digital space.
EVOLVING A LEGACY
Brand Development
Rebranding the St. John’s Native Friendship Centre required a thoughtful and collaborative approach that balanced cultural respect with modern brand strategy. The process began with a deep dive into their evolving role, stakeholder expectations, and audience needs. The new visual identity system was designed to perform consistently across both digital and print environments.
Key to the approach was ensuring accessibility, scalability, and cultural relevance—all critical for an organization operating at the intersection of tradition and modern urban life. This revitalized brand system positions First Light with a clear, confident presence while honouring its legacy and values.
HONOURING IDENTITY
Naming Strategy
The First Light brand is a thoughtfully crafted visual identity that reflects the values and guiding principles of the organization. The logo incorporates important symbols of Indigenous culture and nature. At its centre, the sun symbolizes strength, energy, and the life-giving force of nature, a reflection of First Light’s role as a vital source of support and renewal. The circular form speaks to the sacred nature of the talking circle, a space of healing, equality, and shared understanding. Surrounding moon phases represent the cyclical nature of growth and transformation, reminding us that reconciliation and personal development are ongoing journeys. Each element of the logo invites viewers to engage with empathy, awareness, and respect for self, others, and the land.
The Symbolism Behind the First Light Logo
A Reflection of Indigenous Culture, Nature, and Reconciliation
The First Light brand is a thoughtfully crafted visual identity that reflects the values and guiding principles of the organization. The logo incorporates important symbols of Indigenous culture and nature. At its centre, the sun symbolizes strength, energy, and the life-giving force of nature, a reflection of First Light’s role as a vital source of support and renewal. The circular form speaks to the sacred nature of the talking circle, a space of healing, equality, and shared understanding. Surrounding moon phases represent the cyclical nature of growth and transformation, reminding us that reconciliation and personal development are ongoing journeys. Each element of the logo invites viewers to engage with empathy, awareness, and respect for self, others, and the land.
A sense of Community
The Results
First Light is now a well established nationally recognized brand with a digital home that truly reflects who they are and all that they do. They continue to bring people together in safe spaces that honour culture and amplify the voices of the Indigenous community. As they continue to grow we’re honoured to support their mission to deliver transformative programs and services that empower, uplift, and support Indigenous communities and nations in ways that promote good relations between all.
We’re dedicated to building smart strategic solutions.
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