Saskatchewan Wheelchair Sports Association.
Logo refresh | Mini-brand guide | Marketing Strategy | Website design
Refined visuals, clarified messaging, and a new online user experience for Saskatchewan’s hub for adaptive sport .
Saskatchewan Wheelchair Sports Association (SWSA) is a provincial non-profit that connects people of all abilities to adaptive sport opportunities across Saskatchewan. They support and promote participation in a wide range of sports, provide membership programs and resources, and help people get moving, whether you’re new to activity or a seasoned athlete.
The challenge :
Prior to the project, Saskatchewan Wheelchair Sports Association lacked consistency and clarity across its brand and communications. Multiple logo variations were in use, colours and typography varied widely, and there was no central brand document to guide internal or external use.
The website reflected these issues most clearly. It was visually dated, difficult to navigate, and lacked clear calls to action. More critically, it failed to explain who SWSA is and who it serves.
There was widespread misunderstanding that the organization existed only for wheelchair users, elite athletes, or as a governing body for all wheelchair sports in Saskatchewan.
In reality, SWSA supports a wide range of adaptive sports for people of all abilities, including those with limb differences, vision or hearing loss, as well as participants without disabilities in certain programs.
The approach :
At face value, the client requested a website update, but our team identified a deeper need for foundational work to support that update, including:
+ A logo refresh and mini brand guide to establish consistency
+ Clear, accurate terminology and messaging to define who SWSA serves
+ A restructured website experience with purposeful calls to action
Key constraints shaped the approach : budget limitations ruled out a full brand overhaul, and internal considerations required the existing logo equity to remain intact. The timeline was compressed, with the website needing to launch in advance of Smile Cookie Day, a key fundraising initiative supporting accessible sport.
Success was defined not by visual change alone, but by clarity: a brand that could be understood quickly, used consistently, and accessed easily.
The strategy :
The guiding principle was continuity with intention. The goal was to respect what already worked, particularly the recognizability of the existing logo, while strengthening the system around it to better communicate purpose and inclusivity.
A deliberate decision was made to avoid sentimental or overly “inspirational” language often associated with disability and sport. This type of messaging can feel condescending or reductive. Instead, the tone positions all participants as equals; people who move their bodies in different ways, with the same agency, motivation, and potential.
The strategy emphasized clarity over emotion, accuracy over assumption, and accessibility as a functional requirement rather than a visual cue.
The design :
The primary design deliverables included a refined logo, typography and colour standards, and a redesigned website.
The logo was refreshed through typographic refinement rather than reinvention. A rounded sans-serif typeface was introduced to create a welcoming, professional mark that remains legible at all sizes, while the original icon was preserved to maintain recognition.
The colour palette retained SWSA’s existing green, updated to a more vibrant and contemporary tone. Dark blacks and deep greens were introduced to improve contrast and accessibility, with a restrained yellow accent adding warmth and energy without distraction.
The website design focused on structure and usability. Clear pathways, purposeful calls to action, and direct language work together to explain what SWSA does, who it’s for, and how to get involved. Form and function are aligned to reduce friction and support the organization’s goals.
The outcome :
Following launch, SWSA had a cohesive visual system and a website that clearly communicates its role within Saskatchewan’s adaptive sport community. The organization gained tools it could use consistently across teams and platforms, reducing confusion both internally and externally.
The website now supports awareness and participation through clearer messaging and improved user flow, particularly around key initiatives such as Smile Cookie Day. The result is a brand presence that feels current, confident, and accessible, without losing its roots.
