Brand Development

Last fall, I was hired through the Landing Company to develop a new branding strategy for a company based out of Calgary. Emotional Wealth Management Intl. {UPDATE: Emotional Wealth Management Inc.} came to us after being in business for a number of years. They were looking to expand their reach and to become more strategic with their business practices and approach. Working closely with Will, we developed a full branding strategy for them, included a new logo, look and feel.

Here is a selection of the branding elements that we created.

Logo variation #1

Logo variation #1

EWMI Logo-12

Logo Variation #2

EWMI envelope-01-01

Envelope

Letterhead

Letterhead

Business Card Front

Business Card Front

Business Card Back

Business Card Back

EWMI is still in the rebranding phase and will be implementing these elements into their work in the months ahead.

To find out more about EWMI, please visit their website.

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W4W = WC4W

wc4w cherry treeI recently had the privilege of working with Westview Centre4Women, formerly known as Women4Women, a women’s resource centre offering women with a place they can call their own. WC4W brought me on to do some re-branding as they were expanding their services as well as adopting new funding. It was a great opportunity and I was so happy to do this for such a great organization.

To start, I talked to the director, Erika Klassen and  worked with her to capture WC4W look and feel and represent their values of inclusion, strength, femininity.

We decided to go with an accessible yet bold palette and use the symbol of a cherry blossom for their logo. WC4W has a  weeping ornamental cherry tree in their garden in memory of the lost and forgotten women in the community. This tree provides a gathering place for the community and acts as a icon for WC4W. We decided to use the cherry blossom from this tree as the symbol for WC4W as it not only echoes the significance of the tree, but also speaks to the values of WC4W.

The re-branding translated into a suite of new marketing materials. The scope of the re-branding included:

  • New logo
  • New website
  • Brochure
  • Business cards
  • Community flyer/poster
  • Information post card
  • Street sign

Here are some photos of the new brand.WC4W logo

Branded marketing materials

wc4w postcard

WC4W Post card

wc4w Community Flyer

wc4w Community Flyer

wc4w business cards

wc4w business cards

wc4w brochure front

wc4w brochure front

wc4w brochure first fold

wc4w brochure first fold

wc4w brochure inside

wc4w brochure inside

The Cardboard House

My latest project was a PR campaign called, “the Cardboard House”. Inspired by the Street Project, the idea was generated around a fundraising event that I coordinated, No Fixed Address. We wanted to create an awareness campaign that would allow the public to gain a better understanding of hidden homelessness here in Niagara and help promote the event. From conception to reality, the first Cardboard House was built and installed in the largest mall in the Region in six weeks. The Cardboard House tours people through the misconceptions, realities and solutions to homelessness here in Niagara.

After great success with over 4000 people coming through the House, the YW decided to rebuild the house, and take it on tour across the Region. I was the project manager for both initiatives, coordinating the sponsors, volunteers, design, graphics and construction of the project. The second edition’s structural design and exterior facade, was designed by Nigel Scott, an architect from the Quartek Group Inc.

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Here is an article about the second edition.

ReviewArticle

Program Brochure

The YW has been in the process of re-branding the organization to set it apart from the YMCA and to better define its services. It is my job to lead this process. I have created a number of new brochures, to help make public the organizations new brand. Here are two of the brochures I have created.

Program Brochure

Life Skills Brochure

Annual Reports

With my work with the YWCA Niagara Region, I am giving the task of creating and developing the yearly Annual Report for the organization. Traditionally, annual reports are made up of dry facts and information about the organization, with a couple stories to move the reader along. When asked to create something unique, I took the opportunity to do something brand new and innovative.

The first year, I created a journal, capturing the experience of a fictitious client, whose story likened many of the real clients that come through our door. I told the story of Jen and her granddaughter Ellie and their journey through the YW services. This 24 page journal invites the reader into the world of the YW, while still relaying the pertinent information about the organization.

Click on the image for a pdf of the report.

Image

The following year, I again was given the annual report task and instead of writing a 24 page journal, I took it to the other extreme and developed a one page report that focused strictly on the facts, in an accessible and interesting way.

The message that we wanted to convey was that the YW offers much more than shelter, but has a plethora of services, offering women and their families as solution out of poverty. Using the image of house, we created an origami style house that can be opened to reveal the report. Like with any good annual report, we used a story to engage the reader and prompt them to read further.

T-Shirt Designs

This past summer, I had the opportunity to work at Gracefield Christian Camp & Retreat Centre as one of the Program Directors. It was an adventure to be sure with many crazy experiences and learning opportunities. I will never forget that summer and am thankful I had the chance to spend a summer on such a gorgeous property and work with some amazing people.

What I would like to share with you was the chance I had to explore my design skills, specifically t-shirt designs. Each year the Camp creates a memento t-shirt for the campers and being one of the creatives on site, I was asked to come up with the design. This year was unique however, in that the Camp was celebrating it’s 50th anniversary. The director asked for a t-shirt that would mark the anniversary but wouldn’t be out of date next year. I decided to go with a 1960’s design while still remaining modern. Instead of putting a date on the shirt, I decided to go with a “Since 1962” to add to the longevity of the shirt.

Pulling in landmarks at the Camp and the Camp logo, it was an easy assembly with a positive response. What are your thoughts?

Original Design in Four Colours

Original Design in Four Colours

Due to cost restraints, a black & white design was decided upon.

Due to cost restraints, a black & white design was decided upon on a coloured shirt. The bottom text reads “Gracefield Christian Camp & Retreat Centre | Since 1962.” The design was printed on a kiwi green shirt and was given to all the kids at the end of their Camp experience, and sold to guests.