We help ambitious organizations make a lasting impact.

Our Work

Olympic Heritage Collection

Global design leadership

Services

  • Naming,
  • branding,
  • strategy,
  • product design,
  • packaging,
  • writing,
  • photography,
  • research,
  • curation,
  • brand guidelines

The Olympic Heritage Collection makes the art and design of past Olympic Games available to international licensees. For the first time in history, they can use these materials to create throwback products and merchandise inspired by some of the most unforgettable Games.

We positioned and executed every aspect of the program from research, curation, re-creation, to the naming and development of the master brand. The result is the most comprehensive, authentic Olympic art and design collection ever created.

Curling Canada

Making the old new again

Services

  • Branding,
  • strategy,
  • architecture,
  • naming,
  • research,
  • writing,
  • typography,
  • graphics,
  • photography,
  • brand guidelines,
  • web,
  • video,
  • apparel

Curling is one of the oldest organized sports in North America and one of Canada's most iconic sports. Curling Canada is the second largest national sports organization in the country, with a 40M annual operating budget. The organization owns and operates a massive portfolio of events, programs and properties.

Over several months of research and development, we designed a unified brand that reflects the values, aesthetics, and history of this elite organization at every level, from grassroots to high performance. The rebrand also set the stage for a national merchandise partnership with TSN — the first merchandise program in the organization's history.

Team Canada

Creating an instant classic

Services

  • Branding,
  • strategy,
  • architecture,
  • research,
  • writing,
  • typography,
  • graphics,
  • photography,
  • brand guidelines,
  • video,
  • web

The Canadian Olympic Team began competing in the modern Olympic Games in the early 1900s. Over a century of stories, themes, and iconography influenced this comprehensive rebrand.

The brand strategy was repositioned to focus on the team, rather than the committee, and our goal was to deliver a classic sports brand with fresh appeal. At every turn, we worked to balance classic design with current themes and aesthetics.

The launch video received over 100,000 organic views in just three weeks, and the rebrand was featured by some of the world's largest design and business publications, including Fast Company, Brand New and Canadian Business.

Team Canada is now the most recognized Olympic team brand in the world. This momentum continues to grow through sponsors, merchandise, social media, medals, and more.

Swimming Canada

It's in our nature

Services

  • Branding,
  • strategy,
  • architecture,
  • naming,
  • research,
  • writing,
  • typography,
  • graphics,
  • photography,
  • brand guidelines,
  • event design,
  • apparel & uniform design

From swimming lessons to the world championships, Swimming Canada is responsible for a massive range of programs, properties and events. The brand is also tied to high-performance centres and provincial governing bodies. As a result, the brand was remarkably diversified, with different strategies, naming structures, themes, and aesthetics for every initiative.

We rebuilt the bilingual brand around a non-verbal emblem, extrapolated a consistent system for all sub-brands, and positioned Swimming Canada as an elite organization that is relevant to millions of Canadians.

The refreshed brand has turned the heads of top athletes, design blogs, and new partners.

Vancouver 2010

Hosting the world

Services

  • Branding,
  • design,
  • creative direction,
  • photography,
  • advertising,
  • environmental & dimensional design,
  • publications,
  • illustration,
  • brand guidelines

Creating an Olympic identity program is one of the world's most complex branding exercises. The Vancouver 2010 brand team was responsible for over 10,000 design applications and some of the most iconic elements of the Games, including the identity, medals, mascots, torches, podiums, publications, posters, and uniforms.

Millions experienced the work locally and billions watched from around the globe. Not only was Vancouver 2010 the most-viewed Winter Games to date, but it was also one of the few profitable Olympics in recent decades, achieving the highest ticket, sponsorship, and merchandise revenues in Winter Games history.

What we do

We are brand architects for ambitious organizations that want to make a lasting impact.

From tech startups to the Olympic Games, we solve complex challenges with solutions that feel deceptively simple. Our work blends art and science with equal fluency – engineering every touchpoint to create a cohesive brand language.

We lay the foundation for sustainable growth.
We design brands that last.

Hulse & Durrell

Hulse & Durrell is a Vancouver-based design firm that develops brands, products and films for values-driven organizations around the world.

Partners Ben Hulse and Greg Durrell began working together in 2007 on the Vancouver 2010 Olympic & Paralympic Games design team, and went on to lead an award-winning, comprehensive rebrand of the Canadian Olympic Team in 2011.

More recently, they have provided design leadership for several International Olympic Committee initiatives, from digital channels to global licensing programs. In addition to Olympic design and branding, Hulse & Durrell have directed documentary films, led startup teams, toured in rock bands, and consulted for some of the biggest names in tech, telecom, and broadcast.

Hulse & Durrell

Let's talk.
inquirehulsedurrell.com