How do you retire a beloved football team’s controversial name?
It was time for the CFL’s most winning team to retire a name now considered offensive. Even though this was the right thing to do, it didn’t stop a fierce debate that pitted fan against fan—those who wanted to keep the name and those that didn’t. Boycotts were threatened. This was a do or die moment. The new brand had to be met with not just acceptance, but enthusiasm. And lead the way in CFL team branding.