Tim Hortons has corporately committed to supporting Aboriginal peoples with a comprehensive Aboriginal Relations Strategy. Spirit Creative ultimately prepared a series of graphic approaches/designs and again after consultations and evaluations the final graphic was prepared – incorporating the images of a vibrating drum, a bright sun symbol and symbols representing the three Aboriginal groups.
The company’s long term commitment will cover four key areas:
- Empowering Youth
- Economic Development
As a basis for this initiative it was imperative that an Aboriginal Look and Feel “Branding” concept be designed to act as direction for the development of other communication materials.
Clearly the “Branding” should reflect support for the aforementioned key areas that will help provide a bright future for Aboriginal peoples.
Spirit Creative researched attitudes and developed a series of three comprehensive Value Statements that would have the power to reflect very positively on Tim Hortons – and support the Pan-Aboriginal (First Nations, Inuit and Metis) relation strategy.
After considerable consultations, one branding approach was chosen: “Tim Hortons – Horizons”
This clearly reflects certain positive characteristics of – a brighter future, no limits, new experiences, a quest and new interests; and as a further benefit the statement is bilingual.