Orders of Sacrifice Campaign by Zulu Alpha Kilo in Toronto, Canada (Client: HomeEquity Bank / Royal Canadian Legion)
"Beyond the handsome packaging design and clever distribution strategy, I appreciate the evocative, multi-modal storytelling. Each item in the food ration kit gave us another moment of understanding, brought us closer to history, as well as to the veterans who lived through it.”
“A well rounded project with a strong concept and a consciousness of how we can share our history with a younger generation. The actual kit reenacts a dark reality with a strong visual impact. With our present darkened by the events in Ukraine, the project seems to be even more relevant.”
—Valerie Yobé RGD
To reinforce the significance of November 11th as a day for honouring veterans and drive awareness and support among younger generations, this campaign recreated historically accurate rations kits consumed by soldiers during the Second World War. Distributed via food delivery service DoorDash, each kit included a QR code navigating to an unboxing video featuring commentary from veterans. A Second World War historian consulted on each item in the kit to ensure its accuracy. Kits were priced at $100 to commemorate 100 years of Remembrance Day, with all proceeds supporting veterans. The campaign generated significant broadcast and online media coverage across Canada with over 5.4 million media impressions. As part of HEB’s Remembrance Day activities, the campaign helped raise over $458,000 in individual donations for veterans and their families.
Canadian Healthy Schools Alliance Brand by RallyRally in Toronto, Canada
To position the Canadian Healthy Schools Alliance as a credible source of knowledge and inspiration, the network of organizations required a visual identity that would resonate in both government and school settings. Inspired by the iconic lines of ruled notebooks, the visual approach establishes a professional tone and incorporates elements of the mid-century signage that appears on school buildings across Canada. Graphic elements interact with photography of diverse school communities to create a visual system that evokes trust, expertise, and professionalism. A custom bilingual website offers more information and a call to action, with a curated list of school health resources. Brand guidelines and strategic recommendations for ongoing communications were also provided to continue mobilizing knowledge in support of healthy schools.
Office of Indigenous Initiatives Annual Report by Fresh Art & Design Inc. in Toronto, Canada (Client: University of Toronto)
The report celebrates the achievements of noteworthy educators, projects and events of the past year. Portrait photography was commissioned, making it stand out from similar publications in the category, which are often text-heavy with limited art, or stock photography. Working within existing brand guidelines, a clean, contemporary treatment elevates the design. The colour orange figures prominently in the wrap-around cover and throughout the pages. It was added to the colour palette to honour the thousands of Indigenous children who died while attending residential schools in Canada. This became worldwide news with the discovery of unmarked graves in 2021. At the client’s request, we are currently designing their 2020-2021 edition.
Geminai Rising: Virtual Experience by DDB Canada in Edmonton, Canada (Client: Alberta Health Services)
Developed for kids in grades 7-9 in Alberta, Canada, this virtual learning experience is based on modules designed to create an engaging experience that would feel like a game. Through play, kids are empowered to think for themselves, make good decisions in high-pressure situations, handle intense group interactions and stand up for their choices. A combination of graphics and live-action is used to appeal to a tech-first generation and create a more immersive environment. The game received approval and praise from public health and education representatives ahead of moving into the pilot stage. Observations from teachers and focus group feedback has shown a positive impact on critical thinking skills that kids can carry over into their lives as they grow and mature.