Invictus Games 2025

The Invictus Games are more than a sporting event—they are a global platform for recovery, resilience, and the unconquered human spirit.

CHDL partnered with the Invictus Games Vancouver Whistler 2025 for over a year to evolve and standardize its original visual identity, developing a brand platform that could be applied across all touchpoints of the Games, with a difficult challenge: the brand and marketing assets had to both support people’s understanding and empathy for servicemembers while also convincing them to attend events that were celebrations with international talent.

Building from an identity created by artists from the Four Host First Nations—Levi Nelson (Lil’wat), Mack Paul (Musqueam), Ray Natraoro (Squamish), Olivia George (Tsleil-Waututh), and Greg Durrell (Tomorrow Creative Services)—we developed a flexible design system as well as compelling creative approaches that honoured its cultural origins while enabling consistency across hundreds of applications and international markets.

CHDL also helped develop multiple campaigns including the I Am launch, the entertainment talent announcements and the merchandise sales push.

CHDL helped create:

• A new website and digital experience
• National and international marketing campaigns
• Event medals in collaboration with Levi Nelson
• Invictus Village Fan Zone brand activation environments and wayfinding
• Ceremonies, merchandise, and live event touchpoints
• A comprehensive toolkit for partners and future Games

As the first Invictus Games to include winter adaptive sports, Vancouver Whistler 2025 marked a historic evolution—expanding both the reach and relevance of the movement.

Through a scalable, culturally grounded identity system, CHDL ensured every touchpoint—from global broadcasts to in-person experiences—delivered a consistent and powerful expression of the Invictus mission.

The result is more than a brand system and marketing—it’s a platform for connection, awareness, and lasting global impact.