The Simpson Centre, a UCalgary-affiliated thinktank within the School of Public Policy, mobilizes research to connect farmers, industry, and government around the future of Canada's agri-food system. Serious work — with a communication problem common to research institutions: dense output, broad audiences, no visual identity to bind it together.

We built the Centre's brand architecture from the ground up. The logo constructs iconic agricultural shapes from a single mathematically derived pattern — complexity made strong and simple, which is a fair description of the Centre's own job. We wrote the tagline, Thought for Food, and paired the system with photography treatments, brand language, and a palette grounded in fields and food rather than filing cabinets.

The identity now carries everything the Centre publishes: multiple annual report cycles, research series, an interactive magazine, chapbooks, and event materials. Several years in, the system is still stretching — which is what brand architecture is for.