Bringing “One Story” to Military Bases
Bringing “One Story” to Military Bases
Client
CANEX
Sector
Government
SERVICE
Promotional Products
Bulk Order
Canada-Wide Distribution
Promotional Graphics
Bringing “One Story” to Military Bases
Honouring Orange Shirt Day with CANEX
CANEX, a military store proudly serving Canadian Armed Forces bases and wings from coast to coast, sought to honour Orange Shirt Day with a meaningful initiative. CANEX partnered with Indigenous Marketing to create a commemorative t-shirt that carries significance, sparks conversation, and fosters understanding within military communities.
A design that honours every story
We presented several design options, and CANEX selected One Story, a hummingbird design by Indigenous artist Aiden Duncan, to feature on the shirts.
“I suffer from a loss of culture due to my grandmother attending Indian day school. Her favourite animal was the hummingbird,” Aiden shares. “This design represents her and every single person’s story as a reminder that every story is different and every child matters.”
The hummingbird is a messenger of hope, healing, and resilience—a powerful reminder that Truth and Reconciliation is an ongoing journey. With its bilingual messaging and symbolic imagery, One Story honours the spirit and purpose of Orange Shirt Day.
Sharing the message coast to coast
From design approval to production, both teams worked in close partnership to bring this meaningful initiative to life. Together, we navigated shifting timelines and evolving distribution needs with agility and collaboration, always prioritizing quality and cultural integrity.
In under four months, more than 1,500 youth and adult shirts were delivered to 30 CANEX stores nationwide. Each shirt featured artist details and the story behind the imagery, ensuring every purchase connected directly to the design’s purpose and message.
From purchase to purpose
All proceeds from the CANEX Orange Shirt sales are donated to the National Centre for Truth and Reconciliation, extending the impact beyond retail and into Indigenous communities. This initiative reflects CANEX’s commitment to honouring Truth and Reconciliation and fostering understanding across Canada.
Find out what we can do for you.
Enough about us–lets talk about you. Ready to start your next project?