Rotary’s Big West Committee, representing Zones 26 and 27, needed a visual identity for its delegation at the 2025 Rotary International Convention in Calgary. With more than 15,000 members from over 120 countries set to attend, Big West needed a way to stand out while feeling unified as one team.

The brief had one essential requirement: the logo had to incorporate a cowboy hat, a symbol of Calgary’s Western hospitality. We built the mark from layered symbols, each with its own meaning, including the Canadian Rockies, the Bow River, and a shooting star inspired by Rotary’s “Magic of Rotary” theme. Set in Calgary’s official city colors, the mark feels welcoming, energetic, and distinctly local.

I art directed a five-person team, establishing the identity’s symbolism, color palette, and visual direction. Jadelyn Fujii and Malia Provencio helped develop ideas and draft logos, Cheuk Ying So designed the final logo, and Alyssa Jimenez refined it. I also designed the event materials and prepared all final files for print production.

Throughout the convention, the identity represented Zones 26 and 27 as a single group, including at the delegation’s breakfast.