The visual identity of the Native Women’s Association of Canada’s annual Women in Leadership Conference did not communicate it’s core values of resilience, determination and strength. This has become all the more pertinent in light of recent accusations against the Canadian government of being complicit in their genocide. A rename to ‘Indigenous Women of Canada’ helps to modernise the organisation, while bold statements, colours, and shapes derived from indigenous artworks helps to connect cultural heritage with a positive, forward-looking vision.