The CFL is one of the most popular sports leagues in Canada. But this popularity has been sustained by a very specific set of diehard fans of the older variety. So to make sure the CFL continues to be relevant for years to come, we were commissioned alongside our sister agency Bensimon Byrne to attract a broader audience, while still maintaining all the integrity the league has built over the years. Together, we created What We’re Made Of, a grit-induced campaign designed to get young Canadians fired up for Canada’s league. But before we would explore this campaign, we undertook a key first step: creating a new logo. It was an exhaustive process, running through design exploration after design exploration like we were running the gauntlet. The resultant design was at once modern and classic, while blending strength with style. We call that a touchdown. Or seven rouges.