Vancouver-based agency Will has been selected to lead a brand renewal effort for the Canadian Paralympic Committee.

Will has been tasked with taking on “extensive” strategic planning work that has already begun at CPC, collaborating with the organization, its members and partners to create a new brand strategy. It meant to embody the CPC’s mission of elevating the country through the power of sport, while demonstrating a commitment to meaningful social change.

Francois Robert, executive director of partnerships at the Canadian Paralympic Committee, also says that the organization will be working with Will to “spotlight our athletes’ excellence and our dedication to societal inclusivity.”

From there, Will will be lead on a new brand story, narrative and refreshed brand image.

Work on the new account has already begun, with a messaging launch and brand rollout planned for the fall. The 2023 Parapan American Games, where Canadian athletes are expected to compete, are scheduled to take place in Santiago, Chile from Nov. 17 to 26.

Will is no stranger to worlds of both amateur and professional sports, having previously led rebranding efforts for the Canada Games, Speed Skating Canada, Freestyle Canada and Vancouver Whitecaps FC.