Niigaaniin Services Rebrand

Social Good Award Winner

Ron Beltrame

Thornbury, Ontario, Canada

Niigaaniin, an Anishinaabe social services agency, looked to modernize its identity while remaining grounded in Indigenous culture and values. Community consultation revealed that woodland floral imagery was still deeply connected
to the agency’s heritage and should continue as a cultural identity marker.

The rebrand creates floral motifs inspired from the geometry of the Anishinaabe Medicine Wheel, but rather than depicting the wheel literally, common arcs guide the motifs, with each arc creating balance, continuity and interconnectedness.