The Mission
The Toboggan & Co Foundation is strongly committed to promoting education, health, and environmental preservation in Quebec while supporting Indigenous communities through Truth and Reconciliation initiatives. Rather than seeking visibility for itself, the Foundation works with humility to provide the projects it supports with the visibility and resources they need to thrive. Prospek is honoured to accompany the Foundation in this journey, translating its deep commitment into a meaningful visual identity.
The Solution
Our process began with a collaborative workshop, where we immersed ourselves in the Foundation’s world to understand its unique mission and vision. Unlike organizations that need to stand out in a competitive market, our task was not to position the Foundation as a visible brand but rather to create an identity that reflects its role as a facilitator and supporter. In close collaboration with its founder, we co-developed a mission and vision statement and a foundational narrative, establishing a solid base for authentic and consistent communication. The development phase of the visual identity then brought these values to life through a distinctive logo, a harmonious colour palette, and carefully selected typography to embody the project’s sincerity and generosity. A logo usage guide and an inspiration board were created to ensure consistent application, reinforcing the visibility of the supported initiatives rather than the Foundation itself.
The Result
Through our collaboration, the Toboggan & Co Foundation has a strong and cohesive visual identity embodying its values and commitment. Unlike organizations that must compete for attention in a crowded market, this Foundation operates in a completely different space: it does not need to carve out its place but rather to shine a light on the initiatives it chooses to support. Its founder fully recognizes this privilege and humbly embraces the opportunity to work alongside dedicated individuals striving to make a real difference. The identity developed is not a tool for the Foundation’s distinction but rather a means to elevate the projects it supports, helping them gain the visibility and backing they need to succeed. Prospek is honoured to have contributed to this mission and looks forward to seeing the Foundation’s growing impact within the communities it serves.
“Designing the visual identity of the Toboggan & Co Foundation has been a unique experience, characterized by great creative freedom and a deep respect for its mission. The idea of incorporating the ampersand as a tribute to the toboggan—a legacy of Indigenous culture—has guided our approach. More than just a graphic element, it embodies connection, movement, and transmission, values that are at the heart of the Foundation. Working on a project where design serves a cause rather than a commercial brand is a rare privilege, and giving a visual form to such a sincere commitment has been an immense source of inspiration.”
Charlotte Leblanc
Senior Artistic director
“This project was primarily about meaning and impact. Prospek understood that our mission is not to promote ourselves but to support those in need. Their listening and sensitivity enabled the creation of a visual identity that truly serves the causes we advocate for. Nothing superfluous, just the essentials.”
Éric Deschesne, Founder
