"Americans simply don’t understand Canada."

This is a call to arms. A thought that spurred a full redesign of Canadian identity by Bruce Mau Design. "What are the old cliches?" they thought, and how can the Northern nation appear in a new, fresh fashion. The result is Know Canada, which highlights the diversity and excitement of 21st-century Canada. Did you know, for example, that peanut butter was invented in Canada?

Click the thumbs for examples from the campaign. Have your ideas about Canada changed? [Behance]