Shumka x Coalition for Healthy School Food

Shumka x Coalition for Healthy School Food is an industry research project led by Cemre Demiralp and Sahil Mroke in collaboration with the Farm to Cafeteria’s Coalition for Healthy School Food initiative (CHSF). This project investigates how brand identity and visual communication design can strengthen national advocacy networks in moments of policy transition and growth. 

This project brings together ECU faculty, students, and sector partners to co-develop a cohesive visual identity and communication system aligned with CHSF’s updated strategic direction. Between June to November 2026, student research assistants (RAs) will collaborate with a multi-interest holder team to design cohesive visual systems that can be applied across campaigns, digital platforms, and organizational materials for CHSF, moving from research and analysis through to development and application. 

This collaboration supports knowledge exchange between academia and the nonprofit sector while providing students with applied experience in brand identity design and visual communication systems within an advocacy context. For CHSF, the project delivers research-informed design tools that strengthen public presence and support coordination across its national network.

Project Objectives

The primary objective of this project is to co-develop a cohesive and adaptable brand identity and visual communication system for the Coalition for Healthy School Food that supports its evolving role in national advocacy. Specifically, the project aims to: 

  • Develop a unified brand identity system that reflects CHSF’s role as a national advocacy network.
  • Create a flexible visual communication system that supports consistency across digital, campaign, and organizational materials.
  • Design adaptable templates and visual tools for use across CHSF platforms and initiatives.
  • Strengthen CHSF’s public recognition and clarity through improved visual communication.
  • Provide students with applied research experience in brand identity and visual systems design within a complex, multi-stakeholder context. 

Project Team

Cemre Demiralp – Lead, Emily Carr University (ECU)
Sahil Mroke – Sessional Faculty Co-Lead, ECU
Priyanka Poulose – Project Coordinator, ECU
Arsh Geekee – Research Assistant, ECU
Sariha Uchida – Research Assistant, ECU
Debbie Field – National Coordinator, Coalition for Healthy School Food (CHSF)
Ken Bejer – Communication Coordinator, CHSF
Carolyn Webb – Knowledge and Mobilization Coordinator, CHSF
Sarah Keyes – Ontario Chapter Coordinator, CHSF
Jesse Veenstra – Executive Director, Farm to Cafeteria Canada (F2CC)

Project Partner

The Coalition for Healthy School Food (CHSF) is Canada’s largest school food network, bringing together 390+ non-profit member organizations and 150+ endorsers, including municipalities, school boards, schools, government agencies, researchers, educators, public health organizations, Indigenous partners, and community leaders.

CHSF supports the implementation and expansion of the National School Food Program, as well as increased school food funding and policy commitments from the federal, provincial and territorial governments through advocacy, collaboration, and knowledge sharing, while working toward universal access to healthy, sustainable, and culturally appropriate school food programs for all students in Canada.

The Coalition is a network hosted by Farm to Cafeteria Canada (F2CC).

This project is generously supported by a Mobilize Grant from the NSERC College and Community Innovation Program and facilitated by ECU’s Shumka Centre for Creative Entrepreneurship. 

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