How community shaped a brand that reflects Yukon First Nation values and the importance of all children and youth

Overview

The First Nation School Board (FNSB) is a newly established education authority in the Yukon, responsible for overseeing 11 public schools. The FNSB aims to establish an education system rooted in Yukon First Nations worldviews.

Challenge

They needed a brand that established the importance of land-based learning and community wisdom, and reinforced their emphasis on supporting all students, empowering families, and fostering schools that serve as community hubs. The brand also needed to reflect First Nation values such as respect, relationships, reciprocity, leadership, and land kinship.

Solution

To establish a brand that aligns with the FNSB’s mission and values, we engaged the community to capture the essence of their vision. In the Spring of 2023, we conducted workshops with Yukon students from various grade levels, encouraging their active participation in the branding process. Through these workshops, students shared their ideas and artwork, which ultimately inspired the development of the FNSB logo.