McKim was pleased to unveil the brand for the 2017 Canada Summer Games at a media conference and milestone celebration in July. The Games will be held in Winnipeg in summer 2017 and the media and stakeholder event marked two years until the opening of the largest multi-sport event for young Canadian athletes.

Peter George showed a brand story video and explained the creative process behind the brand idea.

“Our summers are exciting and dynamic, filled with experiences Manitobans look forward to all year. The visual identity, featuring organic, flowing shapes is inspired by thermal images, weather patterns, and the land itself.”

In 2017, the Games will celebrate 50 years, when our warmth and weather will welcome athletes from around the country to celebrate the hottest summer in half a century, he told the crowd.

Host Society President and CEO Jeff Hnatiuk spoke to the necessity of partnerships.

“Partnerships like the one we formed with McKim Communications Group are central to the success of these Games.”

The Canada Summer Games are the country’s largest celebration of our athletes, sport and culture. In July 2017, the games were held in Winnipeg, where the event’s 50th year and Canada’s 150th birthday coincided. Prior to the two-year kickoff launch event in July 2015, a brand idea was needed to help create and sustain awareness and excitement for the games. McKim, as agency of record, created a visual identity system that encapsulates the energy of a major event in summer – a season that in itself is Manitoba’s biggest event. This insight informed the creative platform for the 2017 Canada Summer Games. The positioning statement, The Hottest Summer in Half a Century is supported visually by organic, flowing shapes inspired by thermal images, weather patterns and terrain. And the visual identity informed the creative for the awareness campaign.