Monumental
For the Canadian Olympic Team
Event Concept & Branding
Alongside its partner Lululemon, the Canadian Olympic Team approached BSC to concept, design, and script messaging for its biennial Olympic Lab event in the lead up to the Paris 2024 Games. For this audience of world-class athletes and coaches, we created a design-and-language system which not only connects people to their goals in Paris, but also to the city itself.
To “see thee rise” is to see the whole is greater than the sum of its parts. Every piece defined by its unique characteristics and formed to its environment. You have beautiful materials to sculpt and shape in a process that’s yours to express in infinite ways.
By placing each part with purpose and pride, a structure will appear. No, it won’t be perfect, and demands resiliency, patience, teamwork. But in the end, it is unbreakable — something to behold.
This is your Paris. This is your monument.
See it rise.
