“Canada has long been celebrated for its diversity and described as a ‘cultural mosaic’. The brand language established the term ‘cultural kaleidoscope’ to best represent the county’s emerging multidimensional identity.

As a result, the deconstructed elements of a kaleidoscope ‘layers & depth’, ‘light & perspective’ were paired with the Canadian values of ‘diversity & hope’, ‘equality & acceptance’. These pairings led to the ampersand as the symbol of inclusivity for the brand and book. ”

“Much like a kaleidoscope, the book cover aesthetic is constructed by using layers, depth and light. The hardcover showcases the required portraits and the semi–translucent jacket acts as the multidimensional viewing lens.
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“The book’s red edges acts as the two red bars on each side of the flag, while the maple leaf symbol is replaced by the content in the centre.
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“Throughout the book there are 33 original Frank Viva illustrations which embody the narrative of each profile and their personalities.”

“The official launch took place at Holt Renfrew retail spaces nationwide. The month long installation was dedicated to the ‘Glorious & Free’ brand and book.”