When Ty approached us with his bold idea—to run from the Arctic to Baja to raise awareness for the disease he’s battled for more than 20 years—we knew we had to be part of it.

A form of arthritis, Ankylosing spondylitis (AS) is a rare, painful inflammatory disease that affects more than 300,000 Canadians. It can lead to spinal fusion, chronic pain, and lifelong disability. For Ty, it’s personal. Diagnosed in his early 20s, the disease has progressively attacked the joints in his spine, turning basic movement into a daily question: What’s going to hurt today?

Ty isn’t a professional athlete. He’s a regular person living with a misunderstood condition, choosing to break the silence around it. His six-month journey from the Arctic to the Baja is more than an endurance feat; it’s a moving platform for awareness, advocacy, and connection. Mile by mile, conversation by conversation, he’s showing that even when your body feels like it’s working against you, you can still show up and accomplish great things.

Our role was to translate that resilience into a visual identity as powerful as his mission. We began by grounding the brand in Ty’s personal story—his grit, vulnerability, and determination. From there, we developed a bold, flexible identity system designed to carry his message across every touchpoint. The project included logo development, a comprehensive visual identity, website design, posters, t-shirts, and a presentation deck to support his speaking engagements at schools, hospitals, community events, and press appearances.

This wasn’t just about creating a brand. It was about helping amplify a voice, spark conversations, and move one step closer to greater awareness for the thousands living with AS.