Aaqsiiq is a theater that travels across the ᓄᓇᕕᒃ (Nunavik) region, to promote the language of their culture and stories of their land. An oral tradition that has been transmitted throughout generations.
They desired an identity that was culturally authentic, while modern and fresh to engage youth with an expression that celebrates and uplifts their culture differently. And, to a deserved quality. The website had to be simple, designed with accessibility in mind, considering the very slow internet speed of the North above the 55th parallel.
Our approach was to create the identity in collaboration with the community. We started by learning about Aaqsiiq’s rich stories and experiences through their team, as well as through the Inuit artist Niap.
Many of their stories are told through an animal as a metaphor for teaching, to explain the origins of things. This idea of the land and animals at the core of who we are, and everything that is, is reflected in the work.
The logo concept was drawn by artists from the community and finalized by Niap, who also illustrated the animals throughout the identity, or rather, main characters across plots. The color palette is a modern take on the magical neons of the aurora borealis and palette from the natural landscape.