A Place for You

Client: Craft MTN

Norma Ibarra says, laughing as she points to her tattoo of a plaid-shirt-wearing, famously Canadian rodent. Designs weave a tapestry around her arms and legs. The images map her journey from the Sonoran Desert in Mexico to North Vancouver’s forests and now to concrete structures throughout the world.

At one time, Norma was heavily engaged in her local mountain bike community as a well-loved and devoted member. Most recently, however, she has emerged as a sought-after skate documentarian committed to highlighting nontraditional people in the space. As a Mexican woman, she’s spent her career drawing on experiences and lessons learned between both sports to increase accessibility for others. The artwork she is gesturing to on her skin signifies the life-changing quick decision that brought her to Canada and kicked off this journey of inclusion through representation.