For years, EF Educational Tours Canada relied on branding, creative and messaging developed by our U.S. team. However, as the travel industry emerged from COVID, one thing became clear: Canada and the U.S. were no longer solving the same problems.

At the same time, we heard consistent feedback that, despite nearly 40 years in Canada, teachers didn't see themselves reflected in our brand. The people in our photography, the language we used and the stories we told all felt too American.

Canadian teachers needed to see educators who understood the realities of their school boards, funding challenges and communities.

Representation wasn't about nationality, it was about credibility.

We stopped adapting U.S. creative and built a Canadian brand from the ground up.

That meant developing our own strategy, visual identity, messaging and campaigns while shifting the stories we told to feature Canadian educators from across the country.

Every decision was designed to make the brand feel more relevant, more credible and ultimately more useful to the teachers it served.