The Innovation Learning Lab at IVEY Western University is a cross-sector incubator that empowers Canada’s leading corporations to pioneer new approaches to innovation. Sitting at the intersection of business, creativity, and strategy, the Lab required a visual identity that captured both its ambition and its role in shaping the future of Canadian industry.

“North” became the central idea. More than a direction, it symbolizes progress, value, and orientation. We look north when seeking direction, and when things rise in worth, they’re said to be heading north. The concept also connects naturally to Canada’s story, grounding the Lab in its roots, partners, and geography.

The identity draws from the language of navigation and discovery. Custom north symbols act as a unifying motif. Gridded layouts reference map structures, creating a system that is clear yet adaptable, mirroring the Lab itself as a flexible platform for innovation.