Scale/LeSaut

Building a visual identity for a national arts-and-climate movement.
Brand Strategy | Brand Design | Website Design

Scale/LeSaut emerged as a national “network of networks” working to mobilize Canada’s arts and culture sector in response to the climate emergency.

Wall On The Fly was engaged to develop a bilingual identity system and digital presence capable of holding the complexity of that mission — balancing urgency and optimism, activism and inclusivity, systems change and human creativity.

The challenge was not simply to create a recognizable nonprofit brand, but to build a flexible visual language for a rapidly evolving coalition spanning artists, institutions, organizers, educators, and climate advocates across the country.

Approach

The work began with a deep strategic exploration of the organization’s values, governance principles, and cultural positioning.

Central to the process was the recognition that Scale/LeSaut was not primarily an environmental organization using art as a communications tool, but rather an arts-and-culture movement responding directly to the climate crisis.

The resulting identity system emphasized interconnectedness, collective action, plurality of voices, and cultural emergence.

Outcome

The resulting brand system provided Scale/LeSaut with a clear public-facing identity aligned with its broader mission of cultural transformation and climate leadership.

More importantly, the work established a strategic foundation capable of supporting coalition-building, sector-wide engagement, and long-term narrative development.