This document provides a summary of design work done by Substrate Studios for Pacific Wild, a non-profit organization working to protect coastal ecosystems in BC. It details the development of an online community called "The Call" which included an infographic timeline documenting the decade-long history of BC's wolf cull. The summary outlines the objectives to clearly communicate key milestones and numbers while representing Pacific Wild's existing brand. It describes the iterative design process, custom icons and layout used to tell the story. The final infographic was printed as a banner and added to Pacific Wild's website, achieving the goals of informing supporters about the wolf cull issue.

1. Design Portfolio

2. Agraphicdesigner,artistandillustratorwithatruepassion
for the creative process, Neil is a design graduate of the
Art Institute of Vancouver. He cut his teeth as a designer
in the early 2000’s when he co-founded a BMX and
skate clothing brand in his home town of Plymouth, UK.
For the last decade, Neil has honed his skills as a screen
printer,productionmanagerandfreelancegraphicdesigner,
where he’s developed branding and creative assets for
print and web. While Neil’s talent for corporate branding
anddesigncommunicationensureshecancreatebest-in-
class work for clients, he’s also an avid artist and
spendshissparetimecreatinghisownartwork.
His artistic expertise includes building resin
toys,painting,sculptingandinkillustrations.
Neil Foster
Head of design &
Co-creater of Substrate Studios

3. Booklet Design
Whether it be course materials, a
sponsorship package or annual report,we
produce eye-catching layouts to help
our clients communicate important
information to their stakeholders.
We integrate a variety of visual
communication devices, including
custom icons, charts, tables and
supporting design elements to
produce a slick, professional layout.

4. Booklet Design
Booklets and print materials are an
important extension of every brand. We
havetheabilitytotakecomplexinformation
andmakeitdigestibleandpleasingtothe
eye, while maintaining the established
visual ID of our clients. Our layout work
often includes custom illustrations and
dynamic visual treatments that draw
attention to important information and
make it easy and pleasant to consume.

5. 23
On this infographic alone 1,046 wolves have been killed.
The wolves are calling for our help.Will you answer?
The Freedom of Information (FOI)
request reveals government briefing
notes suggesting the cull was
prompted by the forest industry
The B.C.government has launched
a multi-year wolf kill program to
“save endangered caribou herds in
the South Selkirk and Peace regions.”
As many as 184 wolves to be shot
from helicopters.
Pacific Wild launches an
Indiegogo campaign to
raise funds to fight the
wolf cull.
Thanks to more than
1,200 Indiegogo
supporters,
#SaveBCwolves
billboard
advertisements
hit the streets of Vancouver.
Elizabeth May,Leader,Green Party of
Canada / Chef,Parti Vert du Canada,
responds to Pacific Wild’s
#SaveBCwolves petition.
″Killing wolves and upsetting the
natural ecosystem is a
heavy-handed and INEFFECTIVE approach...″
84 wolves have been killed.
173,400 people from all over the world have already signed
Pacific Wild’s #SaveBCWolves petition in opposition.
At least 24 wolves are killed by helicopter in the South Selkirk
Mountains by the end of February and another 73 wolves are killed from
helicopters in the South Peace region by May.
18 caribou remain in the Selkirk Mountains
Singer Miley Cyrus
travels to B.C.’s Great
Bear Rainforest with
Pacific Wild to put a
stop to the war
on wolves.
Ten environmental groups,
including Pacific Wild,send a letter
to Premier Christy Clark,objecting
to the fact that her government is
spending hundreds of thousands of
dollars to kill wolves and pen
pregnant mountain caribou.
National Geographic
Magazine shines a
spotlight on B.C.’s
threatened sea wolves.
Over 250
Wolves
have been
killed.
Pacific Wild interviews and films two
of Canada’s senior wolf biologists,
Dr.John and Mary Theberge
An affidavit reveals the B.C.
government admits it allowed
industrial development to destroy
and fragment so much habitat in
the South Peace region that
caribou can no longer survive.
Pacific Wild releases
the children's
book WOLF ISLAND
by award-winning
photographer
and author
Ian McAllister.
Over 6,000 letters from Pacific Wild
supporters are sent to the
Canadian government.
Twenty-three organizations and
businesses including
Pacific Wild band together to
denounce a plan for a
hunter-funded wildlife agency.
″Meet Rare Sea Wolves Who
Live Off The Ocean And Can
Swim For Hours″
International media spotlight
continues to shine on the coastal
sea wolves of B.C.
Pacific Wild rallies the public to
send letters in support of
restructuring B.C.’s
″professional reliance″
system,used to assess the
environmental risks
associated with logging,mining
and other projects.
The government has killed 108 wolves
this past winter,including engaging
in sterilization experiments,and plans
to continue in the new year.
Now in the third consecutive
year,the B.C.government's
tax-payer-funded wolf kill
project continues to shoot
wolves from helicopters,despite
declining caribou numbers.
Pacific Wild rallies their
supporters: in only 5 days,over
1,500 letters and 20,000 new
petition signatures are sent to
the government.
The last cursory population estimate on
Vancouver Island sea wolves was in 1994.
People are speaking out and
Pacific Wild’s advocacy platforms see a
surge in #’s: over 10,000 letters and over
350,000 signatures have been
submitted to #SaveBCwolves
The Ministry of Environment
makes a formal determination that
Southern Mountain Caribou face
″imminent threats to recovery.″
The government plans to
eliminate all wolves in the
South Selkirk,South Peace
and North Columbia regions
in an attempt to protect the
caribou that remain,despite
most subpopulations of
caribou declining,including
in places where predator
control has been going on
for 10 years or more.
Pacific Wild calls for public comment
on the province’s Draft Caribou
Recovery Program-a new program to
recover and conserve woodland
caribou in British Columbia.
Pacific Wild takes over the streets of
Vancouver for a second time with
strategically placed ads about the
wolf kill April 3,2018.Only three female
caribou remain in the South Selkirk
herd that roams British Columbia,
Idaho and Washington.
A draft conservation agreement
developed by the federal and
provincial governments under the
federal Species at Risk Act is called
″toothless″and a ″joke″
by conservationists
The B.C.government proposes to increase
the trapping of coastal wolves to
10 months out of the year.
on Vancouver Island The proposal states
that they are basing the decision on
anecdotal information and not on science
or any reliable data.
13 wolves are tranquilized by paid B.C.
government snipers and fitted with GPS radio
collars.Known as Judas wolves,once they have
rejoined their pack mates,the entire pack is
systematically gunned down and killed.The
program will kill nearly 500 wolves and cost
taxpayers approximately $2.2 million.
Pacific Wild joins two dozen
NGOs in a collaborative media
release in response to a provincial
government document that
admits the culling of wolves is
inhumane.
Pacific Wild & Valhalla Wilderness Society,
backed by Humane Society International
Canada take the government to court,funded
by WCEL & PW supporters
In one year:
$367,582 has been spent protecting the
North Columbia herd in 2015
$500,000 is the price B.C.taxpayers have spent on
killing wolves in only 12 months
$1 millon is spent on a maternity penning
project near Chetwynd in 2014/2015
7 caribou have died in B.C.pens
January 15,2015:
February 11,2015:
March 6 2015:
April 17,2015:
September 18,2015:
September 21,2015:
October 1,2015:
November,2015:
December 31st,2015:
January 20,2016
May 3,2016
May 16,2016
January 20,2017
February 2,2017 March 14,2017 March 26,2017
June 27,2017
July 10,2017
January 1,2018
January 10,2018
January 11,2018
January 16,2018
January 19,2018
February 21,2018
May 7,2018
May 24,2018
June 13,2018
Join THE CALL today:
www.pacificwild.org
The provincial wolf management
plan states the government does
not support predator control for
the purpose of hunting
ungulate populations,
yet the B.C.government expands
bighorn sheep hunting at the same
time,it targets the animals’natural
predators to protect two herds:
wolves.
October 3,2018
500
Wolves =
$2.2million
August 13,2017
November 18,2017
YEAR 2018
September 30,2015:
February 25,2015:
TAXES
″We find the killing of one of the
world’s most highly developed
social species for such arrogant
reasons as manipulating
wilderness to be reprehensible.″
PRESENTS:
Join over 400,000peoplein the fight
to end British Columbia’s wolf cull.
A community for wolf supporters
Summary of Design Objectives
From2018to2019,weworkedwithPacificWild,anon-profit
organizationdedicatedtotheprotectionofBC’scoastal
ecosystem. One of their mandates is to stop the cull of
wolves— a wildlife management response to dwindling
caribounumbersinBC.PacificWildandSubstrateStudios
partneredonthedevelopmentofanewonlinecommunity
for wolf supporters, which included the naming and
branding of the community, as well as visual assets.
One such visual project associated with The Call was
a timeline infographic, documenting the history of the
cull. Their objective was to clearly communicate the
key milestones, stakeholders and numbers associated
with the wolf cull. Secondly, Pacific Wild wanted
to ensure that, while The Call had its own visual ID,
their existing master brand would be represented.
Visual Iterations
Aftertheinitialbrief,weworkedwiththeclienttodevelop
aninformationarchitecturethatwouldberequiredforthe
infographic.Wethenhostedaninteractivesketchsession,
which included mocking up the infographic with paper
and pen. The initial layout of the infographic was then
digitized. Custom icons and visual storytelling devices
were used to tell the story of a decade-long wolf cull.
We went through several design tweaks with the
creativedirectorandin-housedesigner,whichincluded
placementofbranding,colourpalettefortheinfographic
and graphic style of the iconography to address the
objectiveofmaintainingthe PacificWildstyleguidelines.
Case Study
Pacific Wild (The Call)

6. Final design and how it delivered on the objectives
Intheend,welandedonasoliddesignthatcommunicatedinaveryclearandimpactfulway,the
backgroundandpoliticsofthecullinBC.Thepowerfulphotographygavethewolvesafaceand
createdanemotionalconnection,whiletheiconshelpedaccentkeyinfo,especialythescaleof
thewolfcull.TheinfographicwasprintedoutasabannerandaddedtothePacificWildwebsite.

7. movetosquamish
604•Dynamics
p o w e r s p o r t g r a p h i c s
WHISTLER
STAGING CO
immersive
explorers
annmarie
m c k e n z i e
blooms
G
R
OW
N
IN PEMBERTON, B.C
Kennedy
with love
Deacon
Carpentry & Landscaping
Light up
Squamish
We believe that a successful logo is
timeless and conceptual and use Gestalt
principles, such as similarity, continuation,
closure, proximity, figure/ground, and
symmetry to make our branding pop.
We have developed visual identities for a
rangeofindustries,includingsports,contractors,
construction, media, and tourism.
One of our signature approaches is to extract
elements from the logo to create unique
supportingbrandgraphics,suchasiconography.
Logo Design

8. SQUAMISH
COMMUNITY
FOUNDATION
SQUAMISH
COMMUNITY
FOUNDATION
SQUAMISH
COMMUNITY
FOUNDATION
Brandmustbedesignedwiththetargetaudience
in mind and have a clear focus. Supporting
elementsstrengthenthelookandfeelofabrand.
When we were commissioned to re-brand
the Squamish Community Foundation, we
met with them to learn more about their
needs. They wanted a sense of community
and togetherness, with similar colour ways
used in the District of Squamish branding.
We delivered on this by using shape, and
Gestalt principles to create a stand-out
brand the whole community can get behind.
Branding Design
Squamish Community Foundation

9. 2 Rights = FUN
at the Cultus Lake Marina.com
Cultus Lake Road
Sunnyside Blvd
cultuslakemarina.com cultuslakemarina cultusmarina
50 Sunnyside Blvd, Cultus Lake, B.C V2R 4Z5 (604) 858-9990
96”
48”
192”
96”
cultus lake
SHOP
Turn Right at Roundabout
Sunnyside Blvd
cultuslakemarina.com cultuslakemarina cultusmarina
Parking
50 Sunnyside Blvd, Cultus Lake, B.C V2R 4Z5 (604) 858-9990
96”
48”
<2014
Yamaha Jet Ski
2 adults or
1 adult + 2 children
>2015
Yamaha Jet Ski
2 adults or
1 adult + 2 children
7 Person
Four Winns
18’ 190hp
8 Person
Four Winns
20’ 260 hp
9 Person
Four Winns
21’ 260 hp
11 Person
Fun Ship 21’ 260 hp
13 Person
PontoonBoat 24’ 75 hp
Vessel Choice Half Hour 1st Hour +2nd Hour +3rd Hour +4th Hour
+ all additional hours
Weekday
Day Rate
Weekend
Day Rate
60
70
$35
an hour
or
$20
half hour
$35
an hour
or
$20
half hour
$2.00/Litre
Premium Marine
$2.00/Litre
Premium Marine
$2.00/Litre
Premium Marine
$2.00/Litre
Premium Marine
$2.00/Litre
Premium Marine
$2.00/Litre
Premium Marine
$2.00/Litre
Premium Marine
$2.00/Litre
Premium Marine
80
100
65
75
90
110
80
100
90
110
80
100
90
110
80
100
90
110
160
200
150
190
120 85
160
700
800
900
1250
1000
1100
1200
1550
125
175
215
165
205
135
175
100
140
190
230
180
220
150
190
115
155
230
270
220
260
205
245
185
225
Dry bag $6?
Dry bag $6?
Dry bag $6?
Dry bag $6?
Dry bag $6?
=Total
+Gas
+Tax
Weekday
Weekend
Weekday
Weekend
Weekday
Weekend
Weekday
Weekend
Weekday
Weekend
Weekday
Weekend
+Accessories?
cultuslakemarina.com
Single Tube,
Water skis,
Kneeboard
$6 hr?
Wakeboard,
Double Tube
$12 hr?
Triple Tube
$18 hr?
NO TOWING
on
Pontoon Boats
Weekend and Statutory holidays reservations only available at 10:00 am,
otherwise all bookings are on a first come, first serve basis.
2 hour minimum for all boat rentals on weekends, and weekend rates apply to Statutory holidays.
Cultus Lake Marina reserves the right to refuse service at any time for any reason.
cultusmarina
cultuslakemarina
Open
till
Close
+$50?
unlimited
accessories
Open
till
Close
+$75?
unlimited
accessories
OR
OR
OR
OR
OR
50 Sunnyside Blvd, Cultus Lake, B.C V2R 4Z5 (604) 858-9990
60”
48”
OUT OF BOUNDS
IN BOUNDS
50 Sunnyside Blvd, Cultus Lake, B.C V2R 4Z5 (604) 858 9990
Clearcreek
Campground
Honeymoon Bay
Group Campground
Maple Bay
Campground
Lindell
Lindell Rd
South Point
South
Maple Bay
North
Maple Bay
North Point South Jade
Army
Base
Jade Bay
Front of
Marina
Entrance Bay
Westside
Group Campground
Entrance Bay
Campground
Sunnyside Blvd
Cultus Lake
Provincial Park
Point
Zero drug and alcohol tolerance. Anyone suspected of being under the influence
of drugs or alcohol will not be served. In the event that said customer has already
paid for the rental, the purchase will not be refunded.
Drivers must be at least 16 years old and hold a valid government-issued photo ID.
Drivers younger than 19 years old must be accompanied by a parent or guardian 25
years old at all times.
Drivers must stay 100 metres away from all shorelines and all other vessels on
the lake. No going to any other dock but ours. No “beaching” the vessel.
No picking up any passengers.
$750.00 damage deposit for each vessel being rented. Violations of ANY rules
may forfeit your damage deposit, and you could be held personally liable for
more fees related to the incident. If the damage and downtime exceeds $750,
then Cultus Lake Marina will pursue the balance through legal means.
No pets allowed on vessels.
Cultus Lake Marina reserves the right to deny service to anyone at anytime
without reason.
BAG CHECK:
There is a strict NO IN/OUT policy once you have passed bag check.
Only non-alcoholic beverages with a Factory Seal are permitted on the Vessel.
NO glass bottles permitted.
RULES
cultuslakemarina.com cultuslakemarina cultusmarina
96”
48”
Cultus Lake Road
Sunnyside Blvd
Parking
Turn Right
at the roundabout and
drive 10 blocks to the
Cultus Lake Marina.com
cultuslakemarina.com cultuslakemarina cultusmarina
50 Sunnyside Blvd, Cultus Lake, B.C V2R 4Z5 (604) 858-9990
CultusLakeMarinawaslookingforafresh
new look for their company. Also, they
wantedtounifybrandingacrosstheirthree
properties: marina, board shop, and cafe.
We developed a playful, nautical themed
branding package, accented by a vibrant
colour scheme and bold references to
boating, wakeboarding and the water.
Branding Design
Cultus Lake Marina

10. We developed the logo and iconography
for Squamish-based WeFill Mobile
Market and Refillery. The client wanted
a playful, fun, and attention-grabbing
brand aesthetic that captures attention
and effectively conmmunicatinos
the concept of a zero waste market.
ThisdesignisinspiredbythevibrantAtomic
Age aesthetic from the 1950s. Can you see
the hidden detail in the F? The top of the
F represents a bottle pump that is used to
refill customer products. The drip works as
a Tittle (dot) on top of the lower case ‘i’.
Branding Design
We Fill Canada
Zero Waste •Home Essentials
Kitchen Basics
Bath & Body Care
All Natural Cleaning
Laundry
Baby
Seasonal goods
wefillcanada@gmail.com

11. Banner Design
We have developed banners for a wide
range of businesses and industries. Our
objective is to maintain brand consistency,
while communicating key information
through visual hierarchy and eye-catching
visuals.Neil’sprintingbackgroundishelpful
when it comes to working with printers
and understanding the pre-press process.

12. Wewerecommissioned byWhistler’sAlpineRiding
todesigntheframegraphicsforafullsuspension
e-scooter— one of the first of its kind in Canada.
The frame itself is quite thick and the client
wanted the aesthetic to create the illusion of a
thinandsleekframe.Inaddition tostrategiccolour
blocking,weusedaWhistler-themedtopographic
maptoaccentthedesignandaddcustomizedfeel.
The A-Ride
Alpine Riding e-scooters

13. Having a a solid understanding of the printing
process makes us a valuable asset for media
wraps of all shapes and sizes.
604 Dynamics is a Squamish-based company
that specializes in wraps for snowmobiles.
After designing a visual ID for the brand,
we designed 12 diverse snowmobile wraps.
The dozen wraps were unique, colourful
and snappy, ranging in theme from graffiti
to galaxies; camouflage to punk.
Snowmobile Wrap
Designs

15. FIELD
NOTES
Sk
ec
th
B
o
ok
i
VOTE
We take great pleasure in creating fun,
playful and colourful vector designs for
usage across a multitude of mediums.
Digital
Illustrations

16. substratestudios.ca
design@substratestudios.ca
LET’S DO GREAT
WORK TOGETHER