From the legendary A.W. Tillinghast course to the historic clubhouse, Scarboro Golf and Country Club has provided a prestigious and inspiring setting that has challenged golfing legends since 1912. Facing a declining membership and many industry-wide challenges, SGCC came to us seeking help. After an encompassing review of their identity, membership recruitment and business strategy, we overhauled their personality to inspire a more emotional connection to the club.
Through this brand positioning shift, we created a friendly modern brand with a stronger membership recruitment plan and custom experiential “invitation only” events that were able drive new membership growth and surpass the quantified goals of the client.
Execution: We rolled out this rebrand through a new logo, updated marketing materials, responsive website, invitation only events and a brand new look book to celebrate the club’s historic past.
Our client, Provenance Life Insurance, was looking to carve a niche into the RESP and child insurance market but needed a new identity that related to their target audience: families with young children looking for alternative investment and coverage options.
With such a unique product offering, they needed a friendly and approachable brand to help them stand out in a crowded market: hence giraffe & friends was born. Using fun characters, colourful patterns and everyday language, we were able to create an award winning brand that communicated to parents in an honest and comfortable tone that was easy to relate to.
Execution: A traditional corporate stationery package alongside a responsive website, direct mail, email blasts, banner ads and sales collateral were produced. As well, a custom designed welcome kit was created for new sign ups. We also developed animated commercials and corporate videos.
Awards: The Redgees: 2015 Canadian Regional Design Awards - Toronto: Stationery winner, Packaging finalist and Print marketing finalist
The Christian Labour Association of Canada (CLAC) was to looking to refresh their identity to help improve brand perception and employee morale and to increase membership and awareness among employers and the general public. Being an independent Canadian labour union that represents over 60,000 workers in a wide range of sectors founded on strong Christian principles, it was important to make a change for the positive and keep the founding principles in tact.
To do this we felt it important to humanize and modernize the brand through a more approachable personality and enhanced member services. To unlock the CLAC’s potential we needed to clarify their promise, communicate with a relevant and clear message and create a better experience to deliver on member needs.
Execution: This was a very large brand launch including: stationery, website, banner ads, marketing materials, sales collateral, brand structure and naming system, welcome kits, advertising, outdoor marketing campaign, environmental signage and newsletter.
A national partnership was formed to make Visa the preferred card of Cineplex. To help spread the exciting news, a multimedia ad campaign was created and displayed in Cineplex theatres all across Canada and on their website.
The client’s goal was to create something that was unique, eye catching and memorable to help promote the newly formed partnership and to increase card usage at Cineplex. To accomplish this, boundaries were pushed when we approached Visa with the idea of combining the traditional and sacred Visa card with an iconic clapperboard image in a custom digital illustration. The art was accompanied with a clever headline that reinforced the versatility of your Visa card and it’s acceptance. We were able to push the client beyond their comfort zone and produce a successful multi media campaign.
Execution: The campaign was executed through backlits, posters, custom tent cards, digital signage and banner ads on Cineplex.ca.
To celebrate Visa’s sponsorship of the second annual SeaWheeze half marathon in Vancouver, located in historic Stanley Park, we collaborated with suppliers to create this custom built 18 foot tall interactive video wall to display and share personal motivational mantras created by race participants.
Through the custom iPad app we designed, users were able to take a picture of themselves, type out their personal mantra, upload it to the video wall and share it via email. As more and more mantras were submitted, the screen was populated with an assortment of colourful, animated images. During pre-race day activities over 700 unique mantras were uploaded to the video wall to encourage, inspire and support the race participants.
Execution: Along with the video wall and iPad app, we produced an email template, custom photo booth wrap and picture sleeve.
Our client, the Christian Labour Association of Canada, came to us with the idea to create an ad for Labour Day that celebrated the achievements of their workers and what they are working to achieve.
We came up with a concept based on the principle that Labour Day is a celebration in recognition of why we work; to support our families and friends, to help improve the communities in which we live and to build lifelong relationships.
On a very cost effective budget and a beautiful August morning, we headed north to the Muskokas for a one day photo shoot at a very generous co-worker’s cottage. The backdrop was perfect, the location fantastic and after many trips by boat and a long day’s work we got the shots we were looking for.
Execution: To reach employees, members and the general public, the ad was placed in local and regional newspapers and magazines across Canada, and all of CLAC’s social media outlets were leveraged.
Our newly branded client, giraffe and friends, came to us with the task of creating TV spots and feature videos to help promote brand awareness and their product offerings. Since this was a new company entering the crowded market of investment and insurance, they needed friendly and approachable end products that related to parents looking to invest in their child’s future.
To help drive the conversations with our Mom and Dad audience we focused on bringing both the brand values and the characters to life through clever animation and light hearted stories. We were able to portray the characters and brand in a fun and friendly manner while still communicating a clear message in an easy to understand language.
Execution: The TV spots were aired on the Treehouse channel. The corporate videos were featured on the company’s website and social media platforms.
Our client Moneris, a leader in providing business owners with payment processing solutions, challenged us with the task of acquiring new customers through lead generation, strengthening existing customer relationships via renewals and motivating switches from Moneris competitors.
To help generate a positive response and increase consideration from potential and current customers in a very competitive market, we built the platform: Here’s to Business Done Right. We used relevant messaging, graphics and imagery paired with a strong call to action and promotional offer to help reinforce that Moneris is one of the most trusted providers across Canada with easy, reliable and secure solutions that are based on market leading, cost effective technology.
Execution: The campaign roll out was a large undertaking due to the customization for each target market the co-branding of affiliate partners’ materials and the development of alternate test versions. In the end, we produced landing pages with both desktop and mobile versions, a direct mail campaign that included self mailers and letters, static and animated web banners, print ads, statement inserts, posters and digital screen ads — all of which were delivered on time for the launch of the campaign.
RBC contacted our client Visa, after completing some research and testing. They came to the conclusion that the Infinite Concierge Program offered to its Avion and Premium Banking cardholders was not being used. In fact, the majority of cardholders did not even realize they even had access to this service.
To reach the desired target audiences, we created a communication platform that spoke specifically to each of the private and public banking sectors. Trying to communicate the value of the concierge service to two totally different markets, specifically the private sector, was definitely challenging.
By presenting the radical idea of “infinite possibilities,” we pushed the boundaries of the client and succeeded in relating to cardholders. In the end the RBC Visa Concierge program experienced an overall increase in service usage and awareness.
Execution: We developed statement inserts with a removable wallet card that customers could place in their wallet. They could also scan the QR code that was beneath the card and have all of the concierge information stored on their digital device. To reinforce our message, we created and dispatched customized emails to cardholders.
Picton Mahoney was looking to refresh their identity to be more relevant and visually professional to help them standout in the investment industry.
After reviewing their collateral and speaking to their investment team, we decided to build on their corporate pillars and core values to develop a new identity that was clean, professional and approachable. Current photography, a sans serif font and lots of white space gave Picton Mahoney a modern look that was more approachable. Throw in a new friendly and honest voice and you have a successful rebrand that represents the client’s products and services and speaks to their target audience.
Execution: We overhauled their entire corporate stationery, white papers, brochures, tradeshow materials and presentations. We also re-skinned their website and Internet presence and developed a more professional magazine style newsletter.
In the constant changing world of contactless payments, Visa Canada needed to promote their product payWave and it’s newly accepting merchants to consumers. This national co-branded promotion was a two part engagement through financial and in-store avenues where a brand new Mini was up for grabs to all cardholders who paid with Visa payWave.
To communicate the promotion we kept it simple and straight to the point by focusing on the Mini as the hero complimented with a strong and visually effective wordmark. We incorporated an urban city skyline and road to capture the excitement of cruising through the streets in a brand new Mini.
Execution: Statement inserts and a digital eInsert were sent out to all RBC and Scotiabank cardholders while a POS campaign was executed through Second Cup, Quiznos and HMV stores across Canada. For each participating merchant we produced a selection of window clings, wobblers, posters, manager memos and a promotion summary. We also created a custom tent card which was die cut with a little Mini that was glued on and raised to add depth and visual interest to the piece.
A creative self-starter with well rounded skill-sets and experience. I provide high quality creative solutions and design problem solving capabilities with a dedicated and passionate attitude.
Having worked in the creative marketing and communications industry since 2001, I have become a valuable asset with a strong sense of collaboration, who takes pride in his work and pays close attention to detail.
Art direction, graphic design and illustration. Traditional print or digital. From B2B and branding to promotions and sales collateral. It’s what I do.
I have experience that spans the financial, foodservice and hospitality industries and have worked on leading brands such as Visa Canada, Scotiabank, Campbell’s Canada and The Westin and Sheraton hotels.
I am an artist at heart and a designer who loves to create.
I use my skills to bring ideas to life, from concept development and design all the way through to finished art.
Whether it’s drawing in pencil, working on the computer or just doodling on a scrap piece of paper, once inspiration hits, I lose myself and let the creativity take over.
For more information or if you are interested in working with me on your next project, feel free to send me an email and catch up with me on LinkedIn and YouTube.