Woman-Made

Integrated Award Winner – Branded Campaign

m5 the agency

Halifax, Nova Scotia, Canada

Client: Nonia

For over a century, Nonia has quietly produced some of the world’s finest knitwear, crafted by over 100 Newfoundland women. But in a market dominated by fast fashion, their story remained untold. m5 partnered with Nonia to reveal what had always been there: not just exceptional knitwear, but the remarkable women behind every stitch. Through fierce portraiture, cheeky copy and hand-lettered typography inspired by the knitters themselves, m5 the agency gave Nonia a distinctive voice. They placed QR codes on every garment, inviting customers to meet the maker—to know Pearl, 82, who sings in a country-rock band; or Elaine, knitting since she was seven. A short film, Woman-Made, premiered at the St. John’s International Women’s Film Festival, putting the knitters center stage.

The result: a brand that transforms a simple purchase into a human connection. Nonia shifted from a struggling heritage business to a movement—one where people weren’t just buying mittens, they were buying stories and supporting women creators. The refreshed identity positions Nonia as a beacon of slow fashion and community-driven craft in an industry built on disposability.