Much of the work we do at Briteweb occurs on the traditional and ancestral territories of many different Indigenous groups. On the West Coast, this includes the xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish), and səĺilwətaɁɬ (Tsleil-Waututh). In the Great Lakes region, this includes the Anishinaabeg, Mississaugas of the Credit, Haudenosaunee and Wendat peoples. These places are now home to many diverse First Nations, Inuit and Métis peoples. Additionally, many of our team members and client partners are located across North America, traditionally known as Turtle Island. 

Because our team and partnerships are constantly growing and changing, it’s difficult to share a full, permanent list of the communities to which we are accountable. Our intention is to honour that fluidity with a commitment to constant learning and re-learning. We know that we are engaged in a lifelong process of reckoning with our historical and present impact on the people and land that are connected to us. 

We understand that practicing Territorial Acknowledgements can sometimes feel awkward, or even inauthentic—especially for those of us who are settlers living and working on stolen lands. These acknowledgements are just the start; it’s important for action to follow. Our team has been fortunate to have in-depth discussions with Len Pierre, an educator and consultant who is Coast Salish from Katzie (kate-zee) First Nation, and continuously shares knowledge with us, and holds space for constructive dialogue and questions about reconciliation and decolonization.⁠

Len shared with our team that Territorial Acknowledgements have actually been practiced by Indigenous peoples since time immemorial. Rather than reflecting a custom invented by settlers, these acknowledgements are actually the continuation of an ancient practice that honours the relationship with the land on which we live, work and recreate—and the communities that are connected to each place. We can continue to do this in a way that is respectful, authentic, and reflective of where we are in our respective journeys.⁠

We encourage our team, clients, and partners to take time to learn about the territories they are on, as part of an active effort to work toward reconciliation.

All artwork by Mariah Meawasige

As a leading social impact agency, Briteweb has long-held organizational commitments to examining and understanding how we affect the people and places around us. Through our work, we seek out collaborative opportunities to create positive change. That’s reflected in our tagline: “Together, we’ll do a world of good.” 

At the same time, we exist in an era of human history that makes it difficult to avoid being implicated in harm. Colonialism, capitalism, racism, and many other interconnected systems create the conditions in which wealth, power, and freedom are not fairly distributed. We operate in the shadow of these systems, whether or not we realize it. And it’s our responsibility to take accountability for the ways in which we benefit from systemic violence, both historical and current—as well as to bear witness to the ways in which that violence has caused great harm to many people, both directly and indirectly. Then, it is our responsibility to counteract that harm with meaningful action. 

We feel a deep reverence for the communities that thrived on this land before settlers arrived, and our organizational ethos has included a core commitment to education on Indigenous history and culture in what is largely now known as Canada. 

In 2022, Briteweb created our first Reconciliation Action Plan. Today, as we renew and expand our commitments to reconciliation, we also want to emphasize a change in how we approach this work. This iteration, which builds on the last, is our Truth and Reconciliation Action Plan. The addition of “Truth” to this title is a critical development. This change was inspired by Phyllis Webstad, the founder of Orange Shirt Day, who spoke with our team. We were honoured to have her share the history of the day, as well as her own journey as a residential school survivor. She noted that in order to reconcile, we must first address the truth about the historical atrocities that have been committed—and recognize what Indigenous communities have faced, and continue to face.

Without acknowledging truth, there is no path to reconciliation. We know that dominant versions of colonial history often erase their true nature, and we will continue to seek wisdom from Indigenous leaders who can deepen our understanding. When we can see the truth, we are much better equipped to act. 

Though we are centered around a few primary physical locations, the Briteweb team includes a range of experiences and identities—and, therefore, a range of relationships to colonial and Indigenous history. The following letter is a joint message from Jill de Chavez, our CEO and Owner, and Rhonda Friesen, our Director of Finance, on behalf of Briteweb’s leadership team.

When Briteweb began our intentional journey into reconciliation, we started by developing our collective basic awareness of Indigenous history and culture throughout the agency. Once we had made substantive strides in our education as a team, we developed five focus areas to intentionally guide our work moving forward.

In the spirit of openness and transparency, we’re sharing some key milestones that we laid out in the 2021 version of our Reconciliation Action Plan. We’re reflecting on the actions we’ve taken, as well as where we need to put in more work as we shift towards the next iteration. We do this with the understanding that this is the work of a lifetime, and that we will always be working toward deeper wisdom and insight.

At Briteweb, a key part of our work is telling stories. We partner with clients to lift up and celebrate marginalized voices. Part of our Truth and Reconciliation work is seeking out Indigenous stories, often from first-hand sources. We want Briteweb to be a place where everyone can engage with information that has been deliberately hidden by the powers that be. We want to provide opportunities to support Indigenous communities and businesses. We want to create space for questions and discussion. And we want to emphasize that reconciliation is an ongoing process.

And, in that spirit, we have shaped three new areas of growth for this next iteration of Briteweb’s Truth and Reconciliation Action Plan. We’re proud of what we have accomplished, and simultaneously humbled by the magnitude of the work ahead. As we mark this point in our journey, we hope that others will join us in their own way. This is a path that we will walk for the rest of our lives, and we’re honoured to do so.

Our first Reconciliation Action Plan in 2022 was rooted in the idea of seeds, sparks, and taking the first step. Now, that river has expanded, its currents shifting and deepening to reflect the evolution of our original design. The seeds we planted have taken root, branches have stretched outward, and smaller streams have come together, forming a strong and steady river.

This growth represents the many pathways forward, each with the flexibility to change course over time. It speaks to the long-term impact of reconciliation—work that will continue to shape future generations. Along the river, islands emerge, symbolizing our three focus areas. These spaces hold the different initiatives, people, and organizations that have come together, all moving in the same direction toward a greater shared purpose.

Three Glimpses into the Focus Areas

The three focus areas of our Truth and Reconciliation Action Plan are represented through illustrations, each one rooted in the image of a growing seed. These glimpses offer a visual representation of the ongoing work, growth, and renewal at the heart of our commitment to reconciliation.

Collaboration & Partnerships

This illustration features two large leafy shapes growing side by side, with a bud emerging between them—something new created together. True collaboration isn’t about growing over one another, but alongside each other, much like the Two Row Wampum, which represents parallel paths of mutual respect and shared understanding.

Creating Opportunities

Connection, reciprocity, and exchange are at the core of this illustration. Different opportunities come together, fitting like puzzle pieces, reflecting the continuous cycle of growth. This design ties back to the first T-RAP illustration, where white buds represented the beginning of something new. Here, the seed grows into a flower, then decomposes, feeding the earth and making way for new life. It is a reminder that every step forward creates space for renewal, transformation, and mutual benefit.

Cultural Learning

Deeply connected to the first T-RAP design, this illustration speaks to the individual and collective journeys of learning and knowledge sharing. The roots stretch outward, forming communication pathways, much like the way trees exchange nutrients and wisdom underground. This unseen network is a reflection of how cultural learning moves between people, communities, and generations—always growing, always evolving.

We want to extend our deepest gratitude to the many individuals and teams who have contributed their knowledge, wisdom, guidance, and patience to the development of this Truth and Reconciliation Action Plan.

We are particularly grateful to Indigenous knowledge keepers and leaders who have generously shared their expertise and perspectives: Len Pierre and Elaine Alec, whose insights have been instrumental in shaping our understanding and approach. We are grateful for Phyllis Webstad, whose courage in sharing her story through the Orange Shirt Day movement continues to educate and inspire action across Turtle Island. We also thank our Director of Finance, Rhonda Friesen, whose willingness to be candid and open about her own experiences has been an incredibly valuable learning experience for our team. 

We are deeply grateful to Mariah Meawasige of Makoose for bringing our Truth and Reconciliation Action Plan to life through her bold, evocative design. Mariah is an Anishinaabekwe from Serpent River First Nation and a proud member of the bear clan. As the founder and creative force behind Makoose, she blends visual storytelling with a deep commitment to Indigenous resurgence and community healing. Her work in both the current and previous versions of this plan reflects her gift for translating vision into powerful, purposeful design. It has been an honour to collaborate with her on this important project.

This work would not have been possible without the dedication of Briteweb’s internal EDI Committee members: Ali Pearce, Rhonda Friesen, Lindsay Stewart, Mailande Moran, and Natalie Glover. 

We also acknowledge the leadership that has championed this important work: Jill de Chavez, our CEO and Owner, and Jay Wall, our Former Principal Creative Director, whose vision and support have been essential in making this commitment a priority for Briteweb.

And thank you to our entire team, and our clients. We get to work with incredible organizations who make work like this possible. The pursuit of reconciliation is not a linear path, but it’s one paved with lessons, reflection and a commitment to do more.

If you’d like to learn more about our Truth and Reconciliation Action Plan, inquire about resources or are curious about creating your own Plan, feel free to reach out at agency@briteweb.com.