About Us

Why rebrand?

In 2009 Wheelchair Basketball Canada established and implemented a new branding platform to better position the organization and the sport for future growth and development.

While a new logo, a new name, and a new slogan are easily identified as the key visual representations of the branding exercise, it is crucial to realize that the Real Life. Real Sport. brand is much more than just a new look and feel. It is a new corporate identity that encompasses all that the organization has become – and all that it aspires to be.

In essence, our brand is an obligation to everyone that comes into contact with the organization. It provides all of us (internally and externally) with an idea of what to expect, based on our individual experiences and impressions.

In other words, Real Life. Real Sport. is the sum of how people come to know and understand what Wheelchair Basketball Canada is all about.

Our sport demands immense passion and dedication – commonalities that bring us together and forever bind us. We believe in ethics, fair play, and inclusivity. At the core of Real Life. Real Sport. is the desire to be proactive and provocative, to demonstrate courage and camaraderie, to be innovative and to do so with the highest integrity.

The organization originally incorporated March 3, 1994. In the fifteen years since, it has truly enjoyed a significant amount of success through an enduring pursuit of excellence. We continuously strive to be world leaders, an endeavour that ultimately underlines everything that we do. As a result, the need often arises to identify strengths, analyze weakness, and forge ahead with a plan to achieve even greater distinction.

This rebranding exercise is the cumulative result of several years of internal reflection, external evaluation, and an ongoing organizational commitment to grow and evolve.

In effect, Real Life. Real Sport. commences a new era in the history of the organization and the sport in Canada that has the potential to provide a great number of short and long‐term benefits to the wheelchair basketball community at every level:

• Showcases a strong corporate vision and direction;
• Signals an important shift in priorities that builds support amongst key audiences;
• Enhances the organization’s profile, making it more attractive to potential partners;
• Encourages an enhanced level of professionalism and inspires people to “live the brand”;
• Commences an organized approach to promoting the organization and the sport;
• Provides consistency across all communication platforms and in all promotional materials such as the website, newsletter, brochures, signage, and other marketing collateral;
• Messaging becomes more clear, organized, and professional;
• Offers a much more visually appealing look and feel that better captures the essence of the sport;

It is with the utmost sense of pride and sheer excitement that I invite you to get better acquainted with the new Wheelchair Basketball Canada.

Sincerely,

Stephen Bach, President