Wisdom of Our Crowd Program Visual Identity
Wisdom of Our Crowd was Start.ca’s internal HR program created to support skill-building and mobility across departments. It enabled team members to contribute to and learn from other departments in a structured way. The visual identity needed to legitimize the program while sparking interest and pride.
Company: Start.ca
Program: Internal Skill-Sharing Program
Creative Direction: Hilary Lucio
Design: Hilary Lucio
The objective was to give the program a distinct identity that made it feel real, exciting, and approachable. The branding needed to established a recognizable presence across the company to drive participation by appealing to employees eager to learn new skills, as well as department leads open to mentoring.
With minimal input from the internal stakeholder, this project offered creative freedom but little strategic clarity. Without firm direction or feedback loops, the work relied on internal alignment and instinct to deliver something meaningful and lasting.
Input was gathered directly from team leads and stakeholders to develop department-specific sigils and mottos, using animals and language that reflected each group’s personality. Marketing provided brand alignment support, while the HR lead’s requirements were translated into more strategic visual elements. The final system balanced a secret-society aesthetic with Start.ca’s friendly tone — symbolic, cool, and still approachable.
