Great Brands Start With Clarity, Not Just Creativity
April 26, 2025
I’ll let you in on a little secret… Design isn’t just about what your brand looks like. It’s about what
Sharing my story of helping bring the Explore Nootka brand to life — inspired by the land and people of Gold River and Vancouver Island’s wild west coast.
Every once in a while, a project comes along that reminds you exactly why you do what you do. For me, working with the Mowachaht/Muchalaht First Nation to help create the Explore Nootka brand was one of those rare experiences.
From the very beginning, I could feel the depth of connection they have to their land, their history, and their future. Their clarity, respect, and vision were inspiring, and I knew right away that this was a journey I was honoured to be part of.
From the moment I first heard them describe Nootka as “where the wind blows from all directions,” I knew we were building something far more meaningful than a brand. We were helping tell a living story — and I felt an immediate connection to it.
Explore Nootka was never meant to be just another brand. It was meant to carry a story forward — a story rooted in legacy, shaped by spirit, and full of possibility.
Throughout the project, what stood out most was the Nation’s unwavering focus on the future. They honoured every part of their past while keeping their eyes firmly on what they wanted to build for the generations ahead.
Their vision was enormous and exciting — to open their land to visitors from all over the world, to share the true beauty of Nootka Sound, and to create a tourism experience that feels real, grounded, and deeply connected to their land.
Many people know of the famed Nootka Trail, but what I quickly learned is that this incredible corner of Vancouver Island offers so much more. It’s a place where you can completely unplug from modern life and reconnect with nature, an experience that is increasingly rare today.
Every conversation, every collaboration made me appreciate just how much heart and thought they were putting into this destination. It pushed me to want to deliver something that felt equally meaningful.
To prepare for their first full summer season, they developed a beautiful hotel to welcome visitors, not just as tourists, but as guests stepping into a place full of spirit, history, and life.
One of the moments I will never forget was when we finalized the name Explore Nootka. It was simple, strong, and full of possibility — and it felt like it truly belonged to the land and the people. You could feel the energy shift in the room when it came together.
At Y5 Creative, we believe the strongest brands are built from the inside out. This project brought that belief to life in a way I will never forget.
Helping create the Explore Nootka brand was never just about a logo or a website. It was about listening, learning, and translating something deeply real into a foundation that the Nation could stand on proudly as they welcome the world to their home.
We worked closely with the Mowachaht/Muchalaht Nation to build the Explore Nootka brand from the ground up. We developed the brand identity and strategy, designed and built the website, created signage, and crafted supporting collateral. We are now bringing an exciting merchandise line to life. It has been one of the most fun and rewarding parts of the project — helping create pieces that allow visitors to carry a piece of Nootka with them and keep the spirit of exploration alive long after their journey ends.
Every element of the brand was thoughtfully designed to reflect the land, the people, and the spirit that makes Nootka Sound so unforgettable.
Working on this project pushed me creatively in the best ways. It challenged me to think deeper, to listen harder, and to make every design choice carry real meaning. It reminded me that branding, when done right, is storytelling, and storytelling has power.
I feel incredibly proud knowing that Y5 Creative was trusted to help bring that vision to life.
To the Mowachaht/Muchalaht First Nation: Thank you for trusting me and trusting Y5 Creative with something so important. Thank you for sharing your dreams, your stories, and your incredible vision for the future.
This was more than just a project for me. It was a rare opportunity to help shape something that will live beyond us all — a brand built not just for today, but for future generations to experience, explore, and cherish.
This is only the beginning. We are honoured to continue walking alongside you as Explore Nootka grows, inspires, and welcomes travellers from across the world.
If you’re planning your next adventure, I hope you’ll put Explore Nootka on your bucket list. It’s a place where you can step away from the noise of everyday life, reconnect with the land, and experience something truly unforgettable.
Thank you for reading my story. We are so proud to be part of Explore Nootka’s journey and even more excited for what is ahead.
To learn more about Y5 Creative, visit Y5 Creative
To start planning your adventure, visit Explore Nootka
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