A Story Worth Telling—and 
Hard to Tell

A Story Worth Telling—and 
Hard to Tell

Client

ICBC

Sector

Corporation

SERVICE

Design
Illustration

Real Work Towards Reconciliation

ICBC had done real work towards reconciliation. They had the materials to prove it, but nothing that could bring it all together in a way that felt honest, human, and accessible to a wider audience.

The content existed. What was missing was the story.

Turning Documents into a Narrative

We worked closely with ICBC’s team to dig through existing materials and find the thread running through them. That meant significant editing, restructuring, and refinement—not just for clarity, but for cultural accuracy and respect. Indigenous voices and language were woven in throughout, grounding the summary in lived experience rather than corporate reporting.

The goal was a single, cohesive publication that reflected where ICBC had been, where they were, and where they were heading.

Four stylized Indigenous mask designs in white on a bright blue background.

Visual Storytelling Through Illustration

The piece needed to do more than inform. It needed to be felt. We built the visual concept around a car travelling through the regions of British Columbia, mirroring ICBC’s own journey toward reconciliation and relationship-building.

Custom illustrations of plants, animals, and landscapes from across the province gave each section a sense of place. The result was warm and expressive, a design that moved with the story rather than sitting beside it.

Open book with text "Cultural safety training" on the left page and an illustration of a car, bison, and eagle on the right.
Built to ICBC’s Standards, Without Losing the Soul

Working within ICBC’s detailed corporate brand guidelines added another layer of complexity. Every layout decision, colour choice, and design element had to meet rigorous standards while still feeling alive and purposeful. Through close collaboration and careful revision, we found the balance. Professional enough for a Crown corporation, human enough to make people want to read it.

A brown eagle with white feathers on its head soars above horizontal purple and blue bars.
Supporting Transparency and Accountability

ICBC now has a publication they can share internally and externally—a versatile tool for transparency, relationship-building, and ongoing reflection. More than a progress report, it’s a demonstration of what reconciliation communications can look like when storytelling and accountability are treated as the same thing.

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