Tahltan Central Government
Indigenous peoples in British Columbia are reclaiming inherent rights and title over their traditional territories. Through long, successful legal battles, people like the Tahltan of northwest British Columbia have secured their futures, both to traditional uses of their territory as well as to the use of their natural resources and mineral rights. The struggles to claim their rights have been heroic, and have earned Tahltans the respect of all Canadians and all levels of government.
The Tahltan Central Government, formed in 2015, recognizes the value of a brand that represents their commitments to collaboration with, and the success of, all Tahltans. It was important that an identifier for this brand represent the culture of the people as well as the strength of their government.
Honour the past and embrace the future
What happened/What we did
Working within the modern world of commerce, as well as their own ancient traditions of hunting, fishing and gathering, the Tahltan wants to honour their culture in everything they do. Whatever visually represented them had to stand strong between these two dichotomies. It was our process to listen to Tahltans as they generously shared insights into their history and who they are as a people.
The Tahltan Central Government’s rebranding is the result of hours of research, strategy development and co-creation, in collaboration with Tahltan cultural and language advisors.
The bold brand identity celebrates Tahltan language and culture and allows TCG to represent the Tahltan Nation with strength and authority wherever needed.
Outcome
The brand strategy and visual identity responds to the primary goal: “that the Tahltan Central Government brand becomes a bridge for communications between internal and external stakeholders, promoting the well-being of our Territory, economy, society, culture, language, health and education. “Tahltan culture is intricately woven into all aspects of language, art, governance, law and everyday life”.
“Incorporating our culture into the TCG’s brand will not only help define us culturally but also as a Nation.”
— Ann M . Ball, Etzenlee, Family representative
“I am excited that the resilience of our language and the creativity of our ancestors is now the essence of our brand.”
— Sandra Marion, Thud ga, Family representative
More Case Studies:
Coast Mountain Hydro
Tahltan Central Government – Fish & Wildlife Newsletter