Sask Masonry.
NAMING | VISUAL IDENTITY | WEBSITE DESIGN
A refreshed name and identity for Saskatchewan’s masonry community.
Sask Masonry is a provincial organization dedicated to supporting and growing masonry across Saskatchewan. Formerly known as the Saskatchewan Masonry Institute, the organization came to Danger Dynamite looking to modernize its identity and better connect with a broader audience in order to grow memberships, and increase awareness of masonry as a trade in Saskatchewan.
The context :
The previous name and brand positioned the organization as formal, educational, and institutional; qualities that no longer reflected where masonry, or the organization itself, was headed. While the work Sask Masonry does is rooted in tradition, the future of the trade depends on renewed engagement, relevance, and visibility across the province.
Visually, the brand had become fragmented and dated. There was little cohesion across materials, limited brand tools, and no clear system to build from. The identity lacked a distinct presence and struggled to communicate energy, approachability, or momentum.
The challenge :
The organization needed to move away from an academic, institutional feel and toward something more contemporary and accessible; without losing credibility. This included clarifying what Sask Masonry is (an industry organization, not a school), while creating a flexible identity system that could support growth, engagement, and ongoing communication.
Adding complexity, the client requested that the visual language avoided many of masonry’s most common symbols. The use of trowels and traditional brick colours was intentionally ruled out, pushing the identity away from expected industry tropes.
The approach :
The first step was a name change. Shortening Saskatchewan Masonry Institute to Sask Masonry made the organization feel more direct, modern, and human, while still clearly rooted in place and trade.
The visual identity was designed to feel stronger, more confident, and more contemporary than its predecessor.
A custom typeface was developed to echo the rounded geometry of the logo, creating consistency across applications. The mark itself is built around a circular form to symbolize community and strength. On one side, a traditional brick pattern references the trade directly, while on the other, the form flows into a rolling hills, a nod to Saskatchewan’s landscape, movement, and regional identity.
The execution :
The identity system was designed to be flexible and usable, providing Sask Masonry with the tools it previously lacked. The brand guide establishes clear rules for typography, layout, and pattern use, while leaving room for future growth.
The website brings the new identity to life digitally, applying the system in a clean, accessible way that feels current and purposeful. Together, the name, identity, and website reposition Sask Masonry as an active, evolving organization, one that reflects the future of the trade rather than its past.
