Brand + Website + Video

SHIELD (Sexual Health Information Exchange Labrador District)

SHIELD (an initiative of the Labrador Friendship Centre) is an HIV and Hepatitis C Community Action Fund project, the only one of its kind in Labrador. They approached us with the desire to grow their brand and improve how they communicate online so that sexual health information would be easier for youth to have access to. For us, this meant developing a cohesive Brand, Website, and Video that would help them towards their goals.

SHIELD’s Mission

A Cohesive Brand Story

The first step was to create Brand identity that strengthened Shield’s purpose. By combining the shape of the traditional all-purpose ulu knife with two speech balloons, we created a shape that signifies both Indigenous tradition and open communication.

An Accessible Approach

Relatable by design

In addition to a Logo Identity, a suite of brand assets were produced to help SHIELD’s mission towards building an approachable, sex-positive space.

A hand-drawn illustration style was chosen for its relatability, designed to engage Indigenous youth. This is used across the Website and in the Video, allowing the messaging to meet them where they are, designed to feel as if the information was coming from a peer.

A Digital Home

One Place for Resources, Programs, and Information

At the heart of this project was a new website, designed to act as a digital hub for art, culture, and technology, housing accurate information about sexual health, STBBIs, healthy relationships, and self-growth.

It also works as a resource for parents and teachers, when supporting youth at home or in the classroom.

In addition, the website features ripped paper textures, and post-it note style panel design to strengthen the messages of accessibility and hand-made home-grown content.

Visit website

The Brand Video

Bringing it all to Life

Our goal was to give SHIELD a short, shareable Video they can bring anywhere, online or in the community, to spread awareness about their mission. This 45-second piece gives an overview of wellness, relationships, and sexual health in a way that feels open and non-judgmental.

The same hand-drawn illustration style brings these characters to life, carrying SHEILD’s message in a way that feels hand-crafted, and relatable.