“The National Gallery of Canada engaged us to transform its brand to better reflect the important work it does to amplify new voices and reframe art within a broader, more inclusive context. The new brand goes beyond a visual identity, capturing the institution’s efforts to reconcile with its past and create a new future through expression and behavior. Working with national focus groups across Canada and with an advisory council of Indigenous Elders from the nearby First Nations community of Kitigan Zibi, we developed a brand that incorporated the Algonquin word ankosé, which means ‘everything is connected.’”