In renewing its identity, Island Coastal Economic Trust is embracing partnership in its journey towards long-term regional prosperity and wellbeing.
“What I love about the symbolism of the paddles as part of the Trust’s renewed identity,” says Trust Chair and Mayor of the City of Duncan, Michelle Staples, “is how they speak to everyone working together in true partnership to build our regional coastal economy. It’s an expression of where we’re heading as the Trust, all paddling in the same direction, each with our own unique paddles, but with a common destination where wellbeing is strengthened for all communities.”
“It all comes down to relationships,” observes Trust Vice Chair Sayaač̓atḥ John Jack, Chief Councillor of Huu-ay-aht First Nations and Chair of the Alberni-Clayoquot Regional District. “There’s a collaborative, respectful relationship among the leadership of the Trust, and the leadership of the communities we work with, both Indigenous and non-Indigenous. The imagery of the paddles is a beautiful expression of that relationship.”
For both Michelle and John, the newly unveiled Trust logo, featuring three Indigenous and two western paddles moving together through the ocean waves, is far more than just a picture: “It says we are moving forward side by side,” says John. “That’s the vision for co-governance that we have,” adds Michelle. “Leadership across island and coastal communities moving forward together, working in unison towards that vision.”
Paddling alongside each other: the co-governance journey
Inclusion of First Nations in the Trust’s governance has been called for by Vancouver Island and coastal local government leaders for almost two decades. Local governments within the Trust’s service area have formally supported moving to a co-governance model with First Nations since 2022, including through a Union of British Columbia Municipalities resolution.
In July 2025, a report prepared by Sanala Planning and reflecting consensus on the part of more than 30 First Nations set out a ground-breaking and collaborative vision for co-governance of the Trust. A key recommendation was for the Trust to facilitate the development of a consensus action plan among First Nations, local governments, and the Government of British Columbia as partners in implementing the vision for co-governance of the Trust.
The report was delivered to the Government and Trust on June 4, 2025. The Trust’s Board of Directors committed unanimously to acting on all the First Nations’ recommendations in it at their meeting in July. Sayaač̓atḥ John Jack called it a transformational moment: “Co-governance is not just about inclusion. It’s about building institutions that reflect the values, leadership, and potential of all communities on this coast.”
Trust leaders wanted the vision of cooperation to be reflected in every aspect of the organization’s activities. That started with the creation of a renewed identity, and a new logo.
Transformation, connection, and balance
The three Indigenous paddles in the new logo represent the traditional shapes and artwork from Kwakwaka’wakw, Nuučaan̓uł (Nuu-chah-nulth) and Coast Salish cultures. The Kwakwaka’wakw paddle feature an eagle (air), representing peace and friendship. The Nuučaan̓uł paddle is a sea wolf, from the land, representing family. The Coast Salish paddle features an orca (water), representing strength, bravery, and again, family. The western-style paddles are typical shapes of contemporary Canadian paddles. The five paddles are brought together to sweep through the waves, all in the same direction.
“My understanding is everyone wanted to create something that encompassed land, ocean, and sky,” recalls Indigenous artist Gordon Dick (Tseshaht First Nation, of Nuučaan̓uł ancestry) who created the design for the Nuučaan̓uł paddle. “Pamela could do the eagle and the orca, and I could do a wolf. For us, the wolf represents family and community. It’s important to understand the connection between land and water for us, so I did a sea-wolf, ƛuukʷatquuʔis (Tlukwatkwuu7is) who is a supernatural being that can transform from wolf to orca, from land to water, as they are so connected.”
Artist Pamela Mitchell (K’ómoks First Nation, holding both Kwakwaka’wakw and Coast Salish ancestry) put a modern twist on the Coast Salish paddle. “It’s the K’ómoks women’s shape of paddle,” she says, “which is often painted red. Traditionally a woman’s paddle would not have a crest design, so this is a contemporary take on that. The Kwakwaka’wakw paddle with the eagle is a man’s paddle, which is what you will see used most often these days. I wanted to bring some balance of male and female into the design, like the balance between the Indigenous and non-Indigenous paddles.”
A process that reflects transformation and connection
The process to come up with the design was as important as the outcome, says logo designer Ian Adams of Roam Media, a non-Indigenous graphic artist based in K’ómoks First Nation territory encompassing the Comox Valley. Ian worked with the two Indigenous artists to form the design team. While the artwork itself was of course central, focusing on the process, says Ian, was also vital: “So we all sat down together to talk about the concepts of teamwork, moving forward, all those large ideas that we were really trying to make sure we embraced in the logo. It quickly became clear that the paddles were the way to go.”
Both Pamela and Gordon joined the design team because they liked the ethos of the Trust, and its commitment to demonstrating a genuine and respectful approach to collaboration between Indigenous and non-Indigenous communities. “Bringing my artwork to organizations that are open and willing to have that connection is really great,” observes Pamela. “I feel the Trust is really trying to embrace its connection to all the different Nations, and the cultural aspect of the Nations they work with. I appreciate that.” “The organization is very community-oriented,” agrees Gordon. “That’s community as a whole, in a sense that includes both First Nations and non-First Nations. It’s great to acknowledge everyone is working together in this way.”
For Ian, it was critical to spend time just listening. “I’m so happy with where it ended up as a design. It’s so strong because we sat in the same room and were able to really hear the artists’ perspective on things, and what was important to them from the cultural side of things.” From a team perspective, says Ian, “everything just seemed to align with what we wanted to accomplish, to give meaning to this journey that the Trust is on.”
“When one wins, everyone wins.”
Ashley Wright is an Indigenous advisor to the Trust and was part of the discussions with the design team. For Ashley, the symbolism of the paddles reflects the benefits the journey towards co-governance holds for everyone: “Times really are changing, with co-governance and inclusion of First Nations at the table. The Trust is in a unique space – a place where everyone can come together and share ideas and focus on wellbeing connected with regional economic prosperity and economic reconciliation.”
Great things are achievable, says Ashley, when you come together as diverse communities with a common vision: “Each Nation across the region is unique, just like every local government. This is such an opportunity for collaboration and to create projects that have real impacts for the communities the Trust is led by and serves. When one wins, everyone wins.”
“I’m so grateful I had the chance to be part of this,” says Ian. “It’s great that the Trust has taken this step with the new logo and moving towards co-governance this way,” adds Gordon. “They’re saying, ‘Look, this is all of us.’ It’s been really good to be a part of it. It’s a good step for everyone.”
“Gordon really took the words right out of my mouth,” reflects Michelle. “This journey really is going to be good for everyone. I love the new logo for what it says about the Trust’s journey. I am looking forward to the next steps along the way, and a future of collaborative co-governance that results in long term and sustainable prosperity for everyone in our region.”
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About Island Coastal Economic Trust
Island Coastal Economic Trust is the regional development organization founded by the Province of British Columbia under the North Island-Coast Development Initiative Trust Act to serve Vancouver Island and the surrounding coast. We partner with First Nations, local governments, businesses, and non-profits to drive prosperity and diversify the coastal economy through strategic economic investments. Over $370 million in direct new investment has been attracted to coastal B.C. through our partnerships since 2006. We believe that meaningful and lasting change is best achieved through strong, collaborative partnerships that unite people, communities, sectors, and resources. As we work toward inclusive and resilient economic futures, we do so with a deep appreciation for the histories, contributions, and rights of the Kwak̓wala/Bakwam’kala, Nuučaa̓nuɫ, Éy7á7juuthem, Ligwilda’xw, Pəntl’áč, She shashishalhem, Hul’q’umi’num’, diitiidʔaatx̣, SENĆOŦEN, Skwxwú7mesh, Lekwungen, and T’Sou-ke speaking peoples.
The Trust’s mandate has been to support economic diversification and growth across Vancouver Island, the Sunshine Coast, and islands and inlets from the Salish Sea to Cape Caution (see Our Region). Serving more than half a million residents, the Trust partners with communities in the development and financing of their economic Infrastructure and diversification efforts through a unique structure that is led by and accountable to communities.
Media Contact
Kyle Wells
Communications & Impact Manager
Island Coastal Economic Trust
250-871-7797
kyle@islandcoastaltrust.ca
