Say Goodbye to Ordinary and Hello to EXTRAordinary
Client
Founders Drive Podcast
Year
Winter/Spring 2023
Project Objective: To establish a brand identity for a new entrepreneurial podcast produced and managed by a team of college students.
Challenge: Create a logo and other graphic design resources that embody the true essence of the Founders’ Drive brand and its unique student creators.
Big Idea: Listen. Inspire. Ignite.
The agency team created a brand identity for the podcast which consisted of a primary and secondary logo; the team also produced a Promotional Tool Kit and Quick Reference Style Book to aid partners and suppliers in the development of other promotional materials to support the brand throughout its launch.
Fearless Founders
McMoments
Client
Cossette Agency (McDonalds)
Year
Spring 2023
Campaign Objective: Reinforce the McNugget brand positioning while encouraging increased consumption of the 20-pack offering.
Challenge: The quick-service food space is cluttered with many convenient and enjoyable options for people to choose from. People need to be reminded of the emotional connection they have to McDonalds’ and the many ways they can enjoy the signature McNuggets product.
Big Idea: McMoments
Reactivate the emotional connection people have with McNuggets by communicating how they can be shared during special moments. Make Memories with McNuggets.
TecTok. Time to Get Technical.
Client
Peru - Ministry of Education
(Pacific Alliance Partner with Colleges and Institutes Canada - CiCAN)
Year
Spring 2022
Campaign Objective: To create awareness for the breadth of career options available with a technical education.
Challenge: Technical jobs are in demand yet are seldom chosen as a career path, particularly among women and other under-represented groups. In the first phase of this campaign, the Ministry seeks to influence the perception of technical education so it can be viewed as a viable and necessary option in providing benefits to many stakeholders (individual, community, country, external partners).
Big Idea: Time to Get Technical
There is an emotional connection and pride that results from being able to help those in need and make a real difference. A technical education is one that benefits everyone. A technical education would not be possible without you.
Conceptual Video developed to communicate the practical and emotional benefits of a technical education.
Recognize. Report. Support.
Client
Durham Region Police Services Human Trafficking Unit (HTU)
Year
Winter 2021
Campaign Objective: To create awareness and educate communities on the signs/indicators of human trafficking so those most at risk, can receive the necessary support.s
Challenge: It’s difficult to detect human trafficking in communities given perpetrators are often known and/or admired by victims. Victims do not necessarily perceive themselves as victims and therefore do not wish to be portrayed as such in communications. The Human Trafficking Unit must inform people about the nature of the crime in order to help people recognize and report unusual behaviours to stop or prevent the crime from occurring.
Big Idea: Recognize. Report. Support.
Draw viewer/reader in with relatable images (recognition of current circumstance). Present information in a direct way allowing the reader to question applicability. Prompt action to clarify any concerns (report and receive support when uncertain).
Blazing Responsibility. The New High.
Client
San Raphael (Cannabis Brand)
Year
Spring 2021
Campaign Objective: Promote responsible cannabis consumption. Connect to both new and regular users of cannabis. Once consumers are in the interest stage of the purchase journey, create awareness for the many different types/formats of San Raphael cannabis.
Challenge: Legal guidelines surrounding cannabis marketing prohibit brand name identification and any direct product imagery or demonstration. Communication must forge a strong connection with users through relatable images and language connected to the preferred lifestyle.
Big Idea: 420 Tips
Leverage the association and connection of the 420 date/number reference to cannabis. Use retro type and colour treatments to create a connection with the target audience (appeal to lifestyle characteristics). Each marketing communication will include a different humourous and relatable tip around responsible consumption.
Open your Eyes…and Ears
Client
The Nourish Foundation
Year
Fall 2019
Campaign Objective: To create awareness for the Nourish Foundation shelter within the Durham Region. Emphasize and encourage the importance for people to speak up when Domestic Violence is suspected.
Challenge: Bystanders may not feel it is their responsibility to report domestic violence when suspected. People may dismiss any obligation hoping others will take the initiative; in the event they are incorrect, they don’t want to risk endangering relationships and potentially creating more problems.
Big Idea: Help be the voice and ears of those being silenced. The agency team created an impactful video where victims are seen making inaudible pleas for help. The viewer is drawn in and then confronted with a reality to take action.
Video created for the Nourish Foundation to generate awareness for the foundation - Footage & editing.
Campaign Objective: Create awareness for the annual Bohemian Bliss Yoga (BBY) holiday event - A Blissful Christmas (Themed Yoga Class and Workshop). Create a brand and product video to entice new users to try a yoga/fitness class while reinforcing the strong sense of community that exists within the BBY community (loyal members).
Challenge: The BBY brand must offer more frequent regular events in order to attract new users to the BBY community by showcasing other products and service offerings (besioga) instead of just traditional yoga.
Big Idea: The BBY Community always creates a sense of joy and belonging regardless of the time of year. Find yourself and a sense of community with BBY.
Client
Bohemian Bliss Yoga
Year
Winter 2020
A Blissful Christmas
Bohemian Bliss Promotion Video - Footage, editing and sound design
LAND ACKNOWLEDGEMENT
Durham College is situated on the traditional lands of the First Peoples of the Mississaugas of Scugog Island First Nation. These lands are covered under the Williams Treaties and rest within the traditional territory of the Anishinaabeg. We offer our gratitude to the Indigenous Peoples who care for and, through the treaty process, share the lands on which we live, learn, teach and prosper today.