Inclusivity, diversity & equality in advertising.



Institute of Communications Agencies (ICA)

Our role

Brand identity




It’s essential that the people who work in the advertising industry mirror the people who are consuming its products. That’s why inclusivity, diversity, & equality within the advertising workforce has become a major issue and is taken seriously. So when the inaugural IDEA summit, which replaced FFWD Advertising & Marketing Canada, was held at the TIFF Bell Lightbox in Toronto on October 1-3, 2018, a variety of esteemed thought-leaders, like Cindy Gallop, Tea Uglow, and Lisen Stromberg were invited to give talks and presentations.

Organized by the Institute of Communications Agencies (ICA), a not-for-profit association representing Canada’s advertising and marketing communications agencies, the IDEA summit had two clear goals:

  1. To highlight the inclusivity, diversity, & equality in Canadian society, and in the advertising industry in general, in order to convince brands to bring their business to Canadian agencies

  2. Bring the world’s brands & advertising agencies to Canada to discuss their inclusivity, diversity, and equality initiatives and showcase the exceptional global work being created

To support this event, Field Trip & Co. created an identity that is both bold and fresh, while being conceptually aligned to the IDEA summit philosophy. The letters in the logo that represent Inclusivity, Diversity, & Equality in the Advertising world are now, by design, front and centre and always top-of-mind.  Holistically, the identity embodies a positive approach and a can-do attitude to an otherwise serious topic. Plus, from a purely aesthetic perspective, its 3D version looked terrific on stage and had attendees taking note of its potential.