Permian Industries

Wednesday, October 28, 2020

Permian Industries is a family-run Canadian investment holding and management company with a four-decade track record of acquiring and growing businesses.

As they looked to expand their footprint to embrace new opportunities, we worked with them to create their first-ever website. The objective was to help tell the story of the enterprise in a simple, direct way that captures and conveys the personality of the brand and uses a more deliberately designed presence to position them clearly and compellingly against their competitive set.

Bridgeport Ventures

Wednesday, March 29, 2017

Bridgeport Ventures Inc. was (since acquired) a junior mining company primarily exploring for gold and copper-gold deposits in the Americas.

The company had experienced management and technical teams and a long track record of successful exploration, discovery, and development. Their key difference was using advanced 3D modeling technology to find valuable deposits where others couldn’t. While that was working for them, their existing brand identity wasn’t. It didn’t capture and convey the unique value of their brand.

We collaborated with Bridgeport to create an all-new, credible and differentiated logo and visual identity system, a clear positioning definition, and consistently branded communications so they would stand out in a crowded, competitive environment.

TD payment card design system

Wednesday, July 19, 2017

Payment cards (credit, debit, prepaid, and others) are key brand touchpoints for the issuer that provide an opportunity for brand reinforcement through thousands of daily impressions. Unfortunately, they’re seldom handled that way, and as a result, often aren’t planned and executed with brand considerations top-of-mind.

However, with the thoroughly considered and documented card design system we developed for TD – from card type and value category to image creation and detailed specifications – the bank has a ready blueprint and process for rapid development of new cards and for refreshing existing ones.

We’ve continued to work with TD – Canada’s largest credit card issuer – to implement the design system on all new card products, resulting in a portfolio that’s unique, differentiated, understandable, brand-consistent, and mobile-ready. The system has been successful in streamlining the development process and providing the flexibility to be adapted to new product lines.

Select Food Products

Friday, September 18, 2020

The new owner of Select Food Products wanted to modify the labels for their range of sauces and condiments to reflect new packaging regulations. Rather than simply update the tired legacy labels that came along with the business, they engaged us to explore how they could be updated and improved.


We conducted an extensive design exploration informed by a competitive audit, discussions with the internal team, and their print suppliers. The outcome was a recommendation that Select adopt a completely new, more efficient and differentiated design system, one that would better reflect how the needs of foodservice customers differ from retail consumers, be easier for their customers to use in a fast-paced working environment, and speed time-to-market for new and updated products.

Our design strategy shifted away from an unproductive retail-style approach. The new system emphasizes the product name through strong, characterful typography to distinguish offerings within product lines. We reduced the focus on ambiguous, repetitive, colour illustrations and instead enlisted monochromatic photographic images to act as category “icons”. The revised colour palette is now more powerful and coordinated.
The successful result is an attractive, distinctive, and highly practical label design system that is more appropriate to the customers and simpler and faster to produce.

OLG PlaySmart

Wednesday, July 19, 2017

OLG’s Responsible Gambling team approached us with an intriguing and open mandate: How can we do more good for our players? The usual, broadly accepted approach had essentially been to try to use logic to counter a belief in luck, but that hadn’t yielded the desired results and wasn’t likely to in the future.

We conducted a thorough analysis of OLG’s situation, industry data, the various inputs and resources available to players at every stage of their engagement, and interviewed key OLG and public health-related stakeholders (e.g., CAMH, Responsible Gambling Council). The result was the creation of a comprehensive, tiered player education strategy. Further it was to be named and branded as a distinct flanker sub-brand of OLG. This offered a number of strategic benefits. It would bring distinct focus to the new program, help allay possible concerns about mixed mandates for the seller/educator, and to make it “ready” if at some point the brand was to be applied in conjunction with the identities of gaming operators other than OLG.

MBNA

Wednesday, July 19, 2017

When TD acquired the MBNA brand and credit card business in Canada, renewal of all facets of Canada’s largest Mastercard issuer’s brand identity was called for.

It was decided their simple and recognizable logo would remain, serving as the anchor for a completely new and comprehensive look and feel brand system. The branding put the customer front and centre with the product in a fresh and effective way – exciting, distinctive, flexible – yet visually leveraging a familiar presence adaptable to all media.

The MBNA-branded credit card portfolio was completely redesigned and rationalized to align with and reinforce the new visual identity, and elevate perception to more effectively serve its flanker-brand positioning. As well, we developed an extended design system to provide coherence through MBNA’s extensive and diverse affinity co-branded credit card suite.

We Financial

Tuesday, August 25, 2020

We were engaged by The North West Company to create excitement around a new version of their We Financial Visa Prepaid Card that their existing customer base would receive and be asked to activate within a set time period.

We began with the redesign of the card to make it more dynamic and contemporary, and to better leverage the visual language of their branding.

The new look, feel, and personality were applied not only to the typical card collateral (brochure, card carriers, envelopes, statement inserts, etc.) but also to a multimedia activation launch campaign encompassing a broad range of social media and screen applications (e.g., Facebook, website ads, in-store digital displays, a variety of formats for ATM and cash register screens) as well as printed in-store posters and display panels.

The successful launch was supported with an internal tradeshow display and followed up with a second external marketing campaign, all executed in English, French, Inuktitut, and Inuinnaqtun.

Newport Private Wealth

Wednesday, July 19, 2017

Newport Private Wealth is a wealth management firm serving high-net-worth individuals and families across Canada. Their website is a key point of contact for developing relationships with new and existing clients.

Their site has to hit all the marks in telling a story that’s compelling and thorough enough to persuade a discerning audience to take that next step. Unfortunately, it hadn’t kept pace with the evolution of the brand or with competing online brand communications. The way their story was being told no longer did it justice.

We developed a new site structure (in collaboration with web specialist Office/Bureau) to tell the Newport story in a simpler, linear fashion, while allowing the user to navigate as they please without getting lost in nested links. We also created key messaging for the main sections and consulted on the conceptual and script development of the featured video.

Lonsdale Portfolios

Wednesday, July 19, 2017

Newport Private Wealth is a wealth management firm serving high-net-worth individuals and families across Canada. They had launched a sub-brand – Lonsdale Wealth Partners, aimed at mass affluent clients with third-party advisor relationships – but found that it didn’t so much expand the perception of the parent brand as create what appeared to be a parallel brand, with similarities between go-to-market strategies and verbal and visual identity expressions that had the potential to confuse clients.

To differentiate the two, we first needed to focus the brand messaging for the Newport parent brand so that we could appropriately and distinctly position the Lonsdale sub-brand relative to it. We proposed a new name – Lonsdale Portfolios – as a more direct indication of a product offering, and added an endorsement statement to ensure its hierarchical relationship with the ultimate source of brand value was clear. We adapted the graphic language of Newport to create a new visual identity to stake a premium positioning for Lonsdale relative to the competition, while simultaneously leveraging the close association with, and protecting and enhancing the more exclusive and fulsome Newport Private Wealth offering.

Flexiti Financial

Wednesday, June 26, 2019

Flexiti Financial is a fintech company and one of Canada’s leading private label credit card issuers.

Originally a purely digital point-of-sale consumer financing solution, the FlexitiCard provides added convenience for the customer. Cardholders can shop at any retailer in the ever-expanding Flexiti Network and enjoy a range of financing options unavailable through conventional credit card issuers.

The card is designed to visually align with the Flexiti brand and provide a credible, sophisticated wallet presence on par with high-end credit cards.