stalew pow-wow

Branding & Identity

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Context

The stɑl’əẃ Arts and Cultural Society were set to organize and host their first pow-wow to celebrate Indigenous culture, traditions, music, regalia and art. The identity needed to honour cultural significance while also functioning as a professional, public-facing brand capable of attracting sponsors and supporting long-term event growth.

Native American women and young girls dressed in traditional regalia, including feathered headdresses, beaded jewelry, and colorful clothing, participating in a cultural ceremony or event inside an arena with flags and spectators in the background.

Outcome

The identity has been successfully applied across merchandise, large-format banners at the Langley Events Centre, digital platforms, and marketing materials. It continues to support the growth of the pow-wow, now in it’s fifth year, while maintaining a strong, recognizable presence rooted in place and purpose.

Group of people gathered around and playing a drum together at a cultural event.

Approach

The logo was developed as a wordmark with an organic, hand-crafted quality—reflecting nature, movement, and the rivers that connect communities along the Fraser River. Care was taken to avoid visual language tied too closely to any single Indigenous style, allowing the mark to remain inclusive and adaptable.

Colour played a key role in the system. A palette of burgundy, warm yellow, orange, and deep forest green was chosen to echo the vibrancy of regalia worn by dancers and performers. Secondary elements, including an undulating wave motif, reference the meaning of stɑl’əẃ—“big river” in hən̓q̓əmin̓əm̓—and are used selectively to support the identity without overwhelming it.

A Native American man wearing traditional regalia with feathers, beads, and colorful embroidered clothing, participating in a cultural ceremony or gathering, with flags in the background.
A Indigenous man dressed in traditional attire with a feathered headdress, holding a staff at a cultural event.