ARC
Rebranding the Chinese Canadian Youth Athletic Association
The Chinese Canadian Youth Athletic Association was created as a safe space for young Asian Canadians to play recreational basketball. Over the years the organization gained momentum and created an annual celebrity basketball game featuring the likes of Jeremy Lin and Simu Liu. But recently they’ve expanded beyond sport with programming in the food, comedy and entertainment spaces. The brand needed more than a refresh - it needed a reset.
We distilled the brand down to the timeless feeling of belonging.
First, we renamed the organization the Asian Roots Collective, or ARC. One of the main reasons for the rebrand was to position the name to be much more inclusive to all Asians. We then developed a logo and wordmark inspired by traditional written Asian languages and evolved the look and feel to focus on people. ARC always makes members feel comfortable, familiar, and like they belong. It’s a brand that now proudly represents the strong roots it was built upon, while becoming a platform for the next generation of Asians to thrive.
