Were you wowed by the stunning graphics for Invictus Games 2025? Discover the creative partnership behind that memorable Indigenous visual identity with Vancouver-based Carter Hales Design Lab (+1 778-999-7813).
Vancouver and Whistler, BC, recently hosted the first-ever winter Invictus Games, celebrating service personnel and veterans in a tournament of sporting prowess that is a testament to the healing power of coming together. The event made quite the visual spectacle with The Invictus Games brand dominating both city locations, and inspiring athletes and audiences alike with its aspirational messaging.
And the creative powerhouse behind the Invictus Games 2025’s visual identity? Vancouver’s own Carter Hales Design Lab. Find out more at https://carterhales.com/work/invictus-games-2025
Since the first Invictus Games in 2014, the event has supported the recovery and rehabilitation of wounded, injured, and sick service personnel and veterans through sport. This was the second time that Canada had hosted the sporting event (previously in Toronto, 2017), but the first time that winter sports were included in the line-up.
Founded by Prince Harry, Duke of Sussex, The Invictus Games “inspire international communities through the power of the unconquered human spirit”.
This concept of healing through coming together was very familiar to Canada’s First Nations who worked with Carter Hales Design Lab (CHDL) on the brand development for this celebration of recovery.
Events took place across Vancouver and Whistler on the unceded territory of four host First Nations in British Columbia. CHDL worked with artists representing the indigenous peoples to develop a strong visual identity for the 2025 Invictus Games.
Carter Hales Design Lab collaborated on the creations of Levi Nelson (Lil’wat), Mack Paul (Musqueam), Ray Natraoro (Squamish), and Olivia George (Tsleil-Waututh), as well as Greg Durrell (Tomorrow Creative Services), to create scalable designs which could be adapted and used by Invictus Games’ suppliers, partners, and sellers.
The recurring motifs and geometric design elements were adopted across the new website, Invictus Village, marketing materials, official documentation, and merchandise that CHDL created. The 462 gold, silver, and bronze medals created for The Invictus Games’ victors also featured the instantly recognizable elements of the ancestral eye, paddle, and wave elements of the Indigenous branding collaboration.
Committed to creating the best collaboration and visual identity, Carter Hales Design Lab worked with The Invictus Games for over a year to develop a cohesive brand aesthetic across the event’s dual locations in Whistler and Vancouver. Balancing tradition and modernity, whilst staying true to the Invictus’ identity was widely welcomed as a great success.
As Carter Hales Design Lab says: “The Invictus Games have established a strong brand over the years. The bold ‘I AM’ slogan is iconic, so it was important that our design respect that whilst also reflecting the identity of British Columbia’s First Nations culture. The result is a compelling visual identity imbued with connection, emotion, and ambassadorship. The perfect partnership to celebrate the healing and unconquered Invictus Spirit.”
From their Vancouver Office, Carter Hales Design Lab (CHDL) serves an international client base, providing branding, packaging, and website design services. They are no stranger to a challenge and are always excited to take on new collaborations and unique projects. To speak with CHDL directly, call +1 778-999-7813 or visit
