Skate Canada

"Together We Soar" Brand Strategy

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Skate Canada was seeking to bring their ambitious 5-year Strategic Plan to life and, following a competitive RFP, selected HALO Brand Leadership to help achieve their goals of broader reach and the development of a more visible charitable mandate that inspired donations.

Few things symbolize being Canadian more powerfully than skating. Children treasure happy memories of learning to figure skate or play hockey with their friends and family. But the Canadian demographic landscape is changing. By 2031, over 40% of all Canadians will have been born somewhere else, including many who originate from countries where neither ice nor skating exist.

Skate Canada recognized that it needed to evolve its brand from focusing exclusively on producing the best elite skaters in the world, to making skating accessible to all. At the same time, Skate Canada recognized the opportunity to expand and be seen as an organization supporting those who might not be able to afford to skate for one reason or another – establishing them publicly as having charitable intentions. The challenge was how to broaden the Skate Canada brand so that there was a place for both their long-standing legacy of champions and new audiences considering learning to skate. Enter HALO.

In partnership with the Skate Canada senior team, HALO developed a compelling Brand Strategy that focused on the greatness in all skaters, whether they are first-timers or champions — highlighting that, through skating, you can be your best both off and on the ice. The Brand Promise of "Together We Soar" was established as a foundation from which the organization will continue to move forward with its Strategic Plan, including the introduction of a variety of fundraising programs designed to support both champions and beginners.