Saskatchewan Film Industry Rebrand for ScreenSask
ScreenSask
ScreenSask is Saskatchewan’s film and television industry association. They bring producers, creators, crew, suppliers, and stakeholders together through a member-based non-profit organization governed by a volunteer board of directors.
The Challenge
After nearly four decades as SMPIA (Saskatchewan Media Production Industry Association), the organization was ready for a change. The industry had evolved. The organization had to as well. Choosing to move forward under the new name of ScreenSask, they came to us for help in transforming a new name into a meaningful brand.
This wasn’t just a rename. It marked a fresh direction, with new leadership, and a renewed sense of purpose. The new brand had to be flexible, recognizable, and include a hint of Saskatchewan. It had to reflect the future of screen media and the future of the organization.
The Thinking
We started by getting everyone aligned with our brand personality workshop.
Through this workshop, we brought the ScreenSask team and designated members of their board together to define who they are and how they want to show up. We discussed logos and brands they loved and didn’t love. We talked about the kind of language they want to use and how they want to be remembered. And we went into detail about the true nature of ScreenSask’s business: who do they help and how do they do it?
The design was guided by a careful balance. The identity needed to feel rooted in Saskatchewan without leaning on clichés or overt symbolism. It had to perform equally well on screen and in supporting applications across print, apparel, and digital media. And because ScreenSask represents a modern screen industry, we had to avoid outdated visual shortcuts like film strips or vintage cameras in favour of something more flexible and forward-looking.
This clarity up front shaped every decision that followed. It allowed us to build a brand that felt like a true reflection of the organization, embodying who they are and where they are headed.
The Result
The result is a brand that stands out. It properly represents the work ScreenSask is doing to foster the future of media production in Saskatchewan. Because the foundational brand personality work was done early, the process moved with clarity and our creative team was able to do their best work.
The eye-catching logo we designed balances personality with purpose. The wordmark is friendly, clear, and able to stand on its own, with subtle motion built into the letterforms. The icon is a work of art. It includes the familiar play button, hints towards the new screen media aspect ratios, and incorporates the province without being overt. And the bright, beautiful colour palette draws inspiration from lighting gels used on set. In addition to the gorgeous logo, we provided a complete brand guide, giving the ScreenSask team the tools needed to apply their new brand consistently across every touchpoint.
