Awards of Merit

Ryerson University Reputation Campaign

Project Description:
This integrated national advertising campaign, targeting decision-makers in high levels of industry and government, positions Ryerson as a leader in urban-focused research.

Creative executions spanned video, digital, print and outdoor platforms, revolving around the concept of a pivot in which an ominous future is replaced by a more positive outcome that has been advanced by Ryerson research. Focusing on the city impact rather than the act of research made it possible for the campaign to showcase Ryerson in a relevant way and stand out from other post-secondary education advertising. The campaign has successfully driven website traffic and online engagement with significant performance increases over previous campaigns.

Credits:
Marketing Director: Jim Wentzell
Creative Director: Derek Flack
Art Director & Graphic Designer: Nik Firka RGD
Project Lead: Melissa Dukovcic

Canadian Museum of History Neanderthal Exhibition

Project Description:
This exhibit corrects misconceptions about Neanderthals, explains the history of misinterpretations following the discovery of “fossil men” and invites visitors to consider another understanding of humanity. 

To clarify the relationship between myths and facts, the design team used two distinct scenographic strategies to depict the information: the first employs a refined look and feel with one accent colour and the other uses a more playful approach involving geometric graphics and a multitude of colour accents. Antechambers create key moments that allow visitors to connect with the content, punctuating the path and reducing ‘museum fatigue.’

Credits:
Head of Scenography & Media Productions: Eric Pellerin
Scenographer: Valérie Wagner
Graphic Designer: Stéphane Breton
Media Producer: Dave Deevey
Creative Development Specialist: Jean-François Léger
Curator: Janet Young
Exhibition Project Manager: Sophie Doucet
Photographer: Janet Kimber

PwC Canada 2019 Vision to Reality Awards

Project Description:
This year-round, multi-phased campaign, culminating in an Awards event, promoted members of PwC’s growing V2R Community. 

The concept is comprised of multiple patterns, each designed to best represent each member of the V2R community. The main and alt patterns depict individuals finding like-minded peers and separating from the pack, with the triangle motif in the main pattern carried throughout the campaign. The look and feel was adjusted during the design process to align with a company-wide rebrand, shifting from a photography-focused approach to a pattern-focused direction.

Credits:
Creative & Design Lead: Corey Lewis
Additional Design & Production: Kelly Nicoll, Matt MacEwing
Marketing Lead: Mitchell Reisler, Bonnie Mouck
Marketing Specialist: Andrea Susac
Digital/Web Lead: Dirk Soeterik
Editorial Lead/ Copywriter: André Voshart
Social Media Lead: Serge Leshchuk
Video Producer: Joe Simone, Douglas Peretz
Meeting & Events Services Lead: Victoria Luciani
Business Lead/ Internal Client: Chris Dulny

Mindbridge Analytics Inc. IMPACT AI Conference 2019 Cross-Media Campaign

Project Description:
This cross-media campaign raises awareness for the IMPACT AI Conference among senior business leaders, government officials and passionate AI enthusiasts, and fights against the cold and intimidating visuals of computers to communicate the emotional connection between humans and AI. 

The design team used an inviting colour palette with fresh, digitally-centric typography to make the topic of AI feel less intimidating. Over four dozen custom illustrative scenes communicate the different ways that AI can improve people’s lives. Lineal visuals with punches of solid colours and contemporary music created an optimistic tone. Wayfinding on the day of the event was also customized to fit with the established design. IMPACT AI 2019 sold out tickets, including expanded seating beyond the original allotment.

Credits:
Lead & Digital Designer: Stephanie Picolli
Secondary Designer: Jennifer Van De Vooren
Senior Copywriter & Social Media: Roy Sarkar

Beau’s Brewing Co. Core Lineup Packaging -- Summer 2019

Project Description:
This packaging transitioned Beau’s core lineup from bottles to cans as the primary consumer format in response to demand and introduced more unified branding to stand out in a crowded retail market. 

To transition from paper bottle labels to the very different template of a 473 mL metallic can, the design team had to prioritize the branding while still setting aside plenty of real-estate for the creative illustration that Beau’s is known for. The design employs brand blocking on cardboard trays and uses bright colours with bold graphics to unify the products on the shelf. A successful summer marketing campaign titled ‘Come Together’ launched the core lineup and also helped successfully launch three new brands by attaching them in concept to the existing lineup. Retail sales have seen a lift that can be partly attributed to the updated design.

Credits:
Creative Director: Jordan Bamforth RGD
Art Director: Mike Haddad
Graphic Designers: Edward Zucca, Denis Routhier
Photographer: Marc Doucette

Pilot Coffee Roasters Branding and Packaging

Project Description:
All branded collateral were aligned with Pilot’s philosophy, focusing on quality and consistency and taking inspiration from the premium, modern aesthetic of the Pilot Coffee Roasters retail cafe spaces.

The Pilot Coffee Roasters brand embodies its key attributes of precision, innovation and quality. Strong primary colours, bold typography and geometric patterns give the brand a memorable presence. All branded materials including packaging, merchandise, training documents, digital promotions and retail fit-outs follow this aesthetic.

Credits:
Creative Director: Michelle Wilkin

Deloitte Canada 175 Campaign

Project Description:
Creation of a a unique, memorable, multichannel campaign examining the future of Canadian business and thought leadership while remaining consistent within the Deloitte brand.

The design team commissioned custom illustration to hold the concept together across all platforms. The infinity symbol around the city represents companies with enduring success and continued evolution. Working with the internal client to interpret source material, the team was able to capture the life cycle of a business with intuitive, easy to understand graphics. The campaign was released with external, digital and internal captivations including: report, brochure, website, video, environmental graphics, UpExpress Union Station captivation, app, social media ads and internal communications.

Credits:
Art Director: Donna Graffi-Smith RGD
Graphic Designers: Josh Manduck, Sri Charan Sappa, Yuka Seiriki, Laura Tuttle
Senior Producer: Maurizio Chen Producer Cameron Peters
Illustrators: Kevin Howdeshell, Kristen Howdeshell, The Brave Union 

Ferris Wheel Press Original Fountain Pen Ink Collection Packaging

Project Description:
This project aimed to launch a new line of fountain pen inks that would support the retail stationery company’s mission of inspiring creativity and encouraging the appreciation of objects as cherished keepsakes, counteracting today’s ‘disposable culture.’ 

The capsule designs perfectly convey the personality of each of the nine inks, bringing them to life in fantastical scenes that reinforce the brand story of Ferris Wheel Press. ‘Easter-egg’ elements are incorporated to reward those who take time to admire the finished product, providing moments of discovery. The canister is designed to be re-purposed as a desktop pen holder, and each bottle includes a velvet travel pouch for writers on the go.

Credits:
President & CEO: Raymond Yu
Art Director & Principal: Deborah Lau-Yu
Art Director & Brand Manager: Jimmy Yu
Graphic Designers: Christopher Reid, Susan Wang, Yvonne Qiao

Halifax Public Libraries Engagement Materials 2019

Project Description:
This project aimed to raise awareness and promote the Library as a place for everyone, while reinforcing the Halifax Public Libraries brand and highlighting key messaging. 

A series of sandwich-board inserts and stickers were created to be handed out as giveaway prizes at local gatherings to help draw in community members to Library pop-up events. With the Halifax Public Libraries brand, the challenge is always to find interesting ways to express it with consistency while allowing uniqueness and individuality to shine through. Creating ‘pixel’ art with the brand squares from the logo helps highlight the Library’s offerings and priorities in an interesting and creative way. Both the stickers and sandwich-boards were inexpensive to produce and can be reused for future promotional opportunities.

Credits:
Creative Lead: John Thomson
Graphic Designer: Ashley Radisic
Manager Marketing & Communications: Janine Basha
Marketing Specialist: Colleen Fraser

Quadrangle ‘Human Space’ Branding

Project Description:
Creation of brand based on the concept of human-centred design with a focus on environments that promote inclusion, well-being and community.

The team identified key characteristics to guide the creation of the new brand: Dynamic, Humble and Playful. To embody these descriptors, the design incorporates strong contrast and heavily weighted sans-serif fonts; simple iconography, rounded shapes and minimalist icons; and bright colour combinations and quirky geometries. The logo represents the connection between an environment and its users. The graphics specialist worked with in-house accessibility consultants and IT team members to ensure compatibility with screen readers, best practice alt text usage, appropriate colour contrasts and font types, and other important accessibility considerations.

Credits:
Art Director & Graphic Designer: Catherine Ryan
Writer & Editor: Julia Gilbert
Photographer: Catherine Ryan

Capital One Digital for Good™ Summit Branding

Project Description:
An event designed to help Canadian charities and non-profit organizations embrace and implement technology, supporting a robust agenda of engaging speakers and breakout sessions for an overall experience usually found at expensive tech conferences.

With most of the budget devoted to finding inspiring speakers, assets to decorate the large venue had to be created with limited resources. Careful planning and creative placement of furniture and signage helped effectively brand the space and make efficient use of individual areas for speakers and breakout sessions to provide guests with a great experience. The overall effect helped Capital One reinforce its position as an innovative fintech organization committed to helping charities feel understood and better equipped to take on digital challenges.

Credits:
Executive Creative Director: Michael MacVicar
Creative Director: Stephanie Forest
Art Director: Christine Waite RGD
Graphic Designer: Rekha Patel
Copywriter: Lauren Bride
Editor: Andrea Grzybowski
Video Designer: Warren Nowosad
Intent Owner: Jessica McGraw 

CBC Docs Brand Takeover

Project Description:
This project aimed to raise brand awareness of CBC Docs and drive digital streams to CBC Gem at the 2019 Hot Docs Festival.

The team created a traffic-stopping brand takeover of the Isabel Bader Theatre, a key Hot Docs Festival venue. The takeover included interior and exterior branding with an accompanying ice cream truck. Collateral assets such as pins, postcards and brochures were also distributed during the event. The takeover was successful in driving impressions, one on one interactions and downloads of the CBC Gem app, in addition to traffic to the CBC Gem Docs homepage and video views of the documentary channel streams.

Credits:
Executive Director, Communications, Marketing, Brand & Research: Bonnie Brownlee
Senior Creative Director: Munro Cullen
Head of Creative & Production Services: Jennifer Haskett
Director of Marketing, News, Radio/Audio, Docs: Maya Kane
Marketing Strategy Manager: Jennifer Lipishan-Gorr
Senior Communications Officer: Stephanie Hynes
Communications Officer: Joyce Wu
Creative Manager: Jayson Chan
Art Director: Nitin Fernandes
Copywriter: Ceara Scullion
Producer, Content Marketing: Michael Proudfoot
Resource Lead: Jason Mulcahy
Production Coordinator: Stefanie Macchiusi

Bruce Power Nuclear Innovation Institute Identity

Project Description:
Creation of an identity and related collateral for the newly formed Nuclear Innovation Institute (NII), a community hub promoting collaboration and continuous learning in the nuclear industry. 

The colourful triangle mosaic symbolizes different areas of expertise coming together to collaborate, while the arrows represent movement and the free flow of ideas. The vibrant colour palette and triangle shapes are applied across NII collateral such as brochures, trade show booths, swag and social media platforms. The final identity captures the qualities of imagination and inspiration that the NII embodies. The multi-coloured logo was well received and seen as a breath of fresh air in an industry that is trying to attract more young people.

Credits:
Graphic Designer: Kathleen Scott RGD

Canadian Museum of History ‘Death in the Ice: The Mystery of the Franklin Expedition’

Project Description:
A comprehensive account of The Franklin Expedition, which is considered one of the greatest mysteries of the modern era. 

The Canadian Museum of History (CMH) developed partnerships with key stakeholders and secured loans of significant artefacts. To structure the narrative and hold visitor attention, the ‘chapters’ of the story were presented in different settings, moving the visitor from the vast Arctic to Victorian London to forensic labs to underwater shipwrecks. Large images provide
immediate cues to the time period using oil paintings, daguerreotypes and illustrations for pre-20th century settings and colour photographs for contemporary scenes. Over 115,000 visitors saw the exhibition at the CMH, exceeding forecasted attendance by over 20%.

Credits:
Head of Scenography & Media Productions: Eric Pellerin
Scenographer: Kerry McMaster
Graphic Designer: Stéphane Breton
Media Producer: Dave Deevey
Creative Development Specialist: Claire Champ
Curator: Karen Ryan
Exhibition Project Manager: Danielle Goyer
Photographer: Janet Kimber

Ecobee SmartThermostat Packaging

Project Description:
An update to ecobee’s approach to packaging in response to customer journey mapping research, placing more emphasis on post-purchase user experience, brand reinforcement and reduction of the environmental footprint. 

The team used this packaging update as an opportunity to evolve the existing brand look and feel, while also retaining consistency with existing brand assets. A minimalist, stylized representation of the product on the front panel reinforces the product’s distinct ‘squircle’ ID. The uncoated paper combined with iridescent foil accents juxtapose the almost-magic features of the product with a more refined, domestic tone. The refined packaging system was very well received and the updated icons, colours and other design elements have been adopted across ecobee’s campaigns.

Credits:
Designer: Mike Withers
Copywriter: Josh Davidson
Industrial Design & Production: Uneka

Art Gallery of Ontario ‘Impressionism in the Age of Industry’ Exhibition

Project Description:
This exhibition showcases the work of European artists of the late 19th century and their representation of the modernity of industry and technology, from laundresses in the basements of Paris to rural labourers in fields. 

The artists featured in this exhibition observed men and women at work and painted those individuals into history, prying open its often-told story to uncover a broader, more complicated and grittier view. The exhibition graphics were designed to echo this grittiness and the robustness of industry and to highlight travel, which was possible by the steam engine and rail lines that were being built from the city into the countryside. Designed brochures at the entrance are presented as a roadmap, providing information about the times through the artwork.

Credits:
Graphic Designer: Marilyn Bouma RGD
Exhibition/3D Designer: Katy Chex
Curator: Caroline Shields
Curatorial Research Assistant: Caroline Mensing
Interpretive Planners: Gillian McIntyre, Laura Robb
Project Manager: Laura Comerford
Production Manager: Malene Hjorngaard
Photography: Dean Tomlinson

Ryerson University 2019 Undergraduate Admissions Handbook

Project Description:
A lively Ryerson’s main marketing and recruitment redesign to better resonate with an audience of high school students through engaging and impactful content.

Illustration and photography played an integral role in elevating the benefits of living and studying in the heart of the most dynamic city in Canada. The new handbook design also inspired updates to additional collateral to improve brand consistency across all student recruitment channels. Ryerson has seen an increase in online traffic and in the number of applications received since the launch of the new materials.

Credits:
Art Director & Graphic Designer: Nik Firka RGD
Project Lead: Janet Jardine
Illustrator: Tom Froese

Canadian Credit Union Association ‘Different By Design’ Conference Branding

Project Description:
An inspiring conference brand for the Canadian Credit Union Association’s annual event, offering workshops, presentations and networking opportunities. 

The theme ‘Different By Design’ celebrates the proud history of credit unions in Canada and the difference they make to their members and in their communities. Under this theme, the team created a simple visual identity using the X as a key visual element in playful colours and at various scales and patterns. The team also used large-scale signage and floor decals to help attendees easily navigate through multiple floors. Strategic planning, collaboration and careful budgeting made it possible to execute the largest event in CCUA's history and position CCUA as a market leader within the Canadian credit union industry

Credits:
Art Director: Janine Pierre
Manager, Conferences & Events: Suzanne Burnie
Graphic Designers: Kelly Nguyen, Jessica Yao
Project Coordinator: Samantha Smyth
Event & Division Coordinator: Meaghan Wiemer

Government of the Northwest Territories Visual Identity Program

Project Description:
This project aimed to address recommendations from the Government of the Northwest Territories’ review of their corporate identity that called for a unified look, enhanced language requirements and updates to facilitate modern applications of the brand. 

It was important for the visual identity to represent the spirit of the North’s rich and diverse cultures and tell a compelling, forward-thinking story. The update retains the polar bear symbol as a strong visual identifier which is now supported by GNWT word marks and the curve-in motion. Careful planning, research, coordination and support from other internal departments has helped create a continuous brand experience through all collateral effectively conveying the theme of “one government, one voice.”

Credits:
Graphic Designers: Adele Bisaillon RGD, Shawn Savoie
Project Coordinator: Leslie Straker

Vidyard ‘Focus 20/20’ Vidyard Company Kickoff Event

Project Description:
This Vidyard’s off-site strategy event reflects the themes of simplification and alignment and explore potential future applications of the design system for internal events. 

The kick-off event addressed the fiscal 2020 calendar year, which inspired the ‘Focus 20/20’ optical theme of the event. Research and initial exploration of the theme led to a serious, dark yet punchy concept that suited the concept and the industrial space where the event would take place. Design deliverables included the event logo, slide layouts, swag, posters, hype videos and lanyards, which were created in tandem to ensure consistency. Internal feedback was overwhelmingly positive, paving the way for future internal events to hold to the same standard.

Credits:
Creative Director: Raj Sidhu
Designer: Anneliese Alonso
Video Production/Animation: Blake Smith, Mathew King
Coordinator: Laura Flatt
Strategy/Content: Michael Litt, Devon Galloway, Vidyard Executive Team 

Canopy Growth Corporation ‘Inside Tweed’ Video Series

Project Description:
A video series to tackle the stigma and misconceptions surrounding cannabis in Canada, building brand excitement, loyalty and engagement online and in 19+ cinema venues. 

The team created a series of videos taking viewers on a ‘behind the scenes’ tour. Production included a three-week, cross-country shoot, conducting interviews with 30 people in different locations and post-production finesse to knit together narratives and messaging that enhanced the brand story. As Health Canada regulations prevent cannabis producers from featuring people, characters, or promotional messages in advertising and online content, the videos of employees speaking about their work provided an opportunity to showcase Tweed’s history, culture and products, providing an insider’s point of view on the operation and community

Credits:
Writer: Marcus Kaulback
Art Director: Jessica Hay
Video Producer: Dan Wallace
Creative Director: Joanne Gallop
Videography & Post Production: i/o Studio (Montreal)
Intro/Outro Music: Jeff Moberg (External)

Cambrian Solutions Personal Care Ingredients Catalogue

Project Description:
Cambrian's Catalogue showcases the variety of value-added ingredients that Cambrian offers with an eye-catching guide highlighting the wide range of unique benefits and functionalities. 

To reflect the significance of product look and feel within the Personal Care industry, the catalogue uses texture as a key element of the design with swatches and smudges of creams, concealers, clays and waxes. The tactile element on the page mimics how consumers often try products on the backs of their hands. On the cover, chemical formulas overlaid over natural, botanical ingredients represent the intersection of science and nature in the ingredients. The catalogue was very well received and Cambrian sales representatives use the booklet on a weekly basis when introducing themselves and the company to prospective customers.

Credits:
Marketing Manager: Sarah Burgess
Designer: Alyson von Massow RGD
Strategy/Content: Amelia Walker, Shadan Rahman, Nicolas Munoz, Kippy Partridge, Diana Franco
Photography: Various

Art Gallery of Ontario ‘Guillermo del Toro: At Home with Monsters’ Exhibit

Project Description:
'Guillermo del Toro: At Home with Monsters' inspires awe and wonder for visitors exploring cabinets and curiosities from Guillermo del Toro’s collections and capture the ‘fairy tale’ feeling at the root of his work. 

Through the use of wall colours, textures, rugs, custom-designed wall paper wainscotting and photo murals, the team created an intimate atmosphere in a large gallery space. The exhibit also took into consideration accessibility, various learning styles and audience participation with legible labels and panels, videos discussing Guillermo del Toro’s collection in his own words, an audio guide and drawing station exercises. By recreating the atmosphere of del Toro’s home, called ‘Bleak House,’ the team brought this collection to life for visitors. A comic book wall was created using actual comic books to highlight the obsessive tendencies of such a collection.

Credits:
Curator: Jim Shedden
Designer: Aleksandra Grzywaczewska
Production: Malene Hjorngaard
Vinyl Production Screen Art Digital Exhibition Layout: Katy Chey

Canada Life Insurance GroupNet Series Redesign

Project Description:
This project comprises a series of videos about GroupNet and a mobile-friendly website for Great-West Life Plan Members, providing information about benefits, including coverage, balances and claim history.

The team rebuilt the video series using modern character designs, clean illustrated environments and relatable situations with conversational voice-overs. The character design was created based on stakeholder feedback to be more realistic, expressive and relatable. Simple shapes, subtle shadows and bold, branded colours make the design unique. The new videos deliver a consistent experience across multiple member touch points and the style can be easily replicated and adapted to endless storylines across the Great-West Life brand.

Credits: 
Art Director: Megan Foerster
Motion Designer: Jordan Gosselin, Brandon Grail
Script: Jay Schmidt
Voiceover: Jesse Adams, David Gagnon
Music: Connor Grail

TRIUMF Five-Year Plan

Project Description:
The objective of this plan was present a blueprint that defines TRIUMF’s vision and mission, communicates the lab’s goals and strategies, and lays out an action plan that inspires confidence and pride in Canadian scientific excellence, while also reflecting the new TRIUMF brand. 

Content was presented in two documents: a Strategic Plan and an Implementation Plan. A bold visual approach makes the layout intriguing, approachable and easy to navigate. Diagrams, photographs and typography allow users to explore the documents at their own pace and desired degree of engagement. The document played a critical role in securing a historic level of funding from the Government of Canada in Federal Budget 2019.

Credits:
Editor in Chief: Reiner Kruecken
Creative Director: Lisa Lambert
Art Director: Diana Castaneda RGD
Content & Production Team: Jesse Abney, Angie Amlani, Jacob Berkowitz, Claudia Lau, Sean Lee, Melva McLean, Ian O’Neill, Carla Rodrigo, Stu Shepherd, Clare Walker
Contributing Designers: Aaron Campbell, Maria De La Guardia, Miguel Molina, Shirley Wu
Contributing Photographers: Sean Birch, Kirk Chantraine, Trisha Dickins, Rick Etkin, Paul Joseph, Billy Kwok, Roy Langstaff, Soleil Lapierre, Matthias Le Dall, Justin Lee, Michael Levy, Jon McRae, Cam Pearson, Suzanna Rushton

Legal Services Society ‘How to Appeal Your Conviction’ & ‘How to Appeal Your Sentence’ Booklets

Project Description:
This project revises existing resources to make dry and intimidating subject matter more accessible to an audience of people in jail through bright, attractive and easy-to-follow design updates.

The infographic feel of the pullout flowchart at the beginning is carried throughout the booklet, which is designed with a modern “digital” vibe. Increased emphasis on the visual elements of the design was achieved through the addition of tables with bold step lettering, distinctive icons for easy identification of the different courts and creative callouts of instructions on sample forms. Margins were widened and font was enlarged overall to improve readability. The project was more than a year in the making, involving input from the courts, government, prosecutors, legal workers in the field and individuals in the system.

Credits:
Content: Legal Services Society, Community & Publishing Services
Editor :Grace Yaginuma
Designer: Ana Agner
Legal Reviewer: Chris Darnay (External)
Development Coordinator: Patricia Lim

York University School of the Arts, Media, Design & Performance — Programs of Study Book

Project Description:
This recruitment material helps distinguish each of the seven unique departments within the School of the Arts, Media, Performance and Design while also weaving them together into one cohesive fabric. 

A unique set of abstract patterns and colours was created and applied to the inside title pages of the book, speaking to the unique language of each department. Compiled together on the cover page, the patterns encompass the stories of all seven departments. In York University’s effort toward sustainable printing practices, the book was printed on 100% post-consumer uncoated paper. The book was well received by prospective students and parents, and the faculty were happy to receive their own unique sets of marketing collateral.

Credits:
Creative Direction, Art Direction & Design: Neshantheny Kumana
Editors: Robin K. Fribance, Amy Stewart

G Adventures ‘National Geographic Family Journeys: Travel Style’ Launch Campaign

Project Description:
This campaign marketed a new product line to a brand new audience of families looking to explore the world and travel together. 

The cross-media launch campaign included digital display ads, video content and a direct mail activity book recognizing similarities across different types of families around the world and speaking to how travel can help families connect with each other. The brand experience reflected the excitement, fun and connections offered within the trips. To speak to both adults and a younger audience, the design uses creative solutions to delineate different messages while maintaining a cohesive tone and style. The campaign has been successful in generating online impressions, contest entries and generated leads.

Credits:
Creative Director: Dave Daga
Associate Creative Director: Kyle Jordan
Lead Art Director: Ashley Luppe
Art Director/Designer: Amy Flores
Lead Copywriter: Warren Haas
Videography & Production: Sofia Lane, Sean Deakin, Lee Thomas
Photography: Oana Dragan
Producer: Shereen Mroueh
Account Manager: Hayley Blackmore
Brand Manager: Amanda Dunning

We Charity Mother’s Day Campaign

Project Description:
This emotionally-engaging, content-driven campaign drove sales of ME to WE Mother’s Day products with a female audience, with a minimum of 50% of proceeds directly supporting the work of WE Charity in developing countries around the world. 

In Kenya, the word, “Mama” is a sign of respect. This campaign renamed ‘Mother’s Day’ as ‘Mama’s Day,’ elevating the term ‘Mama’ to mean ‘next-level mothering’ and reclaiming this annual event on WE’s terms. The team mined the organization’s library of stories to profile the incredible Mamas WE works with around the world, using strong, slightly cheeky copy to demonstrate that these women aren’t just mothers; they’re community leaders, role models, entrepreneurs and protectors.

Credits:
Head Creative, Design & Video: Marta Cutler
Director of Design: Lisa McCoy
Designers: Melanie Runghen, Simone Hummel
Writer: Megan Harris
Multimedia Designer: Simone Hummel
Editor: Wanda O’Brian
Product Photography: Stacy Vazquez-Abrams

University of Toronto Boundless Campaign Transition

Project Description:
This campaign communicates the breadth of the University’s impact and thanks the donors, volunteers, alumni and friends who contributed to the success of the Boundless campaign. 

A newly-designed webpage re-introduces the mission and achievements of the Boundless campaign, showcasing five key areas of impact supported with stats, custom iconography, donor quotes and supporting video content. The team combed through the Boundless campaign’s history to distill thousands of scholarships, infrastructure projects, research initiatives and more into 45 stories that best exemplify its impact. Since the roll-out, the campaign has generated 40 million digital impressions and attracted more than 300,000 website visitors, successfully driving engagement among students, faculty, staff, alumni and donors.

Credits:
AVP, Brand Strategy & Integrated Marketing: Tanya Kreinin
Creative Team: Caley Tessier, Scott Baker, Richard Whittall, Matthew Volpe, Jonathan Leitch, Chuck Chan
Client Relations: Rachel Chochinov, Kim Finn
Digital Team: Melissa Pang, Kimberly Lyn, Gary Bhanot, Emma Nguyen

Slice Labs Inc. Corporate Brand Book

Project Description:
This brand book directs the efforts of team members within a fast-growing insurtech start-up with the goal of creating a consistent, cohesive brand message. 

Working with the leadership team, floating threads of information were knitted together into a brand book documenting everything ‘Slice;’ the playful tone, look and feel, foundational pillars, etc. The book is included in Slice’s new employee welcome package to assist new team members and help them add their ideas to the Slide Brand. It is also referenced and shared with customers to help tell the company story and welcome them into the process of how Slice products are built. More information on the Slice Brand can be found at www.slice.is.

Credits:
Creative Team: Shailyn Bruining RGD, Holly Kurtz
VP Marketing: Emily Mertz Kosick