DESCRIPTION Five-day experience that impacts a lifetime. OVERVIEW Founded by Les Hewitt, International bestselling author of The Power of Focus series, KICKCON is a five-day, transformational experience using the international language of soccer as a catalyst that equips these 16-21-year-olds with five essential life skills – Awareness, Focus, Relationships, Routines, and Resourcefulness. Many of these young people are newcomers to Canada and experience the challenges of learning a new language, fitting in at new schools, and attempting to thrive in their communities. Yet, they all share a universal language—soccer. The new brand identity is a visual symbol derived from a phoenix and the rising of the sun, both emulating the resilience and new birth of the young people empowered by the KICKON academy. ROLE AND EXPERTISE • Brand discovery • Brand identity • Brand language system