Indigenous Economic Wellbeing + Freedom Narrative Identity Design

Wealth is about more than money.

The visual identity for Indigenous Economic Wellbeing + Freedom explores a broader definition of abundance—one that includes culture, nature, freedom, reciprocity, and shared wellbeing.

At the heart of the identity is an icon inspired by the symbolism of salmon eggs. Salmon eggs carry profound meaning in many Coast Salish and Pacific Northwest traditions. They represent new beginnings, resilience, and the sacred cycle of giving and receiving. In many Indigenous teachings, they embody the understanding that life is cyclical: what is given must be nurtured, and what is taken must be returned.

These ideas shaped the visual language of the brand.

The icon itself is a circle composed of flowing organic forms, resembling both a tiny galaxy and a single cell. It speaks to the relationship between the vast and the intimate—the universe and the community, the individual and the collective. Through this duality, the symbol expresses balance, renewal, and the cycles that sustain life.

The design avoids rigid structures. Each shape is distinct yet inseparable from the whole, reflecting a circular and inclusive worldview where prosperity extends beyond economics. Wealth is not measured solely by financial outcomes, but also by cultural vitality, environmental stewardship, mutual care, and collective flourishing.

The colour palette brings energy, movement, and imagination to the identity. Warm oranges, turquoise, and purple work together to create a sense of harmony, illustrating a world where people, culture, and the natural world are able to thrive alongside one another.

The result is a visual identity that invites a different conversation about prosperity—one centred on relationships, reciprocity, renewal, and the many forms abundance can take.