The primary goal of Speed Skating Canada's (SSC) marketing is to create an increased awareness and excitement for the national short track and long track teams. The various materials were given away to the club-level skaters across Canada. SSC is also responsible for the recruiting and training of skaters, coaches, and officials from the grassroots to the elite levels. This required a series of print materials aimed at standardizing the training and administrating of the sport across Canada. Jean-Guy created target audience specific design that consistently delivered the message throughout the multiple elements.