This study explored how Canadian counsellors in the province of Ontario negotiated and constructed their professional identity amid unfolding regulatory changes. The intention was to build a descriptive, experiential account of their identity construction work. Fourteen Ontario counsellors who were experienced practitioners, novices, or counsellor trainees took part in an asynchronous (not live) virtual focus group hosted in a Blackboard Learn™ discussion forum over a two-week period. Thematic analysis procedures generated five situational themes: (a) purposefully journeying toward a counsellor identity, (b) needing to negotiate counsellor identity, (c) continuing to modify and refine counsellor identity, (d) sensing an inherent connection with counsellor identity and nurturing self-definition, and (e) portraying self as a professional counsellor. Each of these themes included subthemes. Implications for counsellors and the profession are discussed.