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Element5 Brand Strategy and Visual Identity

Working closely with the founder and CEO of Element5, we distilled his vision for the company, capturing not just the functional essence in manufacturing solid timber structures, but also the greater meaning behind the brand.


Element5 provides integrated solutions to help build well-crafted, eco-conscious buildings made of solid wood. Using innovative construction methods and materials, they strive to bring a natural sense of well-being into everyday spaces.


Coming up with the company name, brand positioning statement, and a strategic marketing plan, we were then able to work on a visual identity package that gave creative flare to this uniquely positioned construction company, and building on it with a complete set of collateral materials and a responsive, bilingual website.


Indigo Expeditions Visual Identity

Prior to having an established name or identity, Indigo Expeditions approached o2creative for some strategic advice on how to best establish itself as a leader in the field of herpetological research and conservation. Led by one of U.K.’s foremost researchers in the field, Rowland Griffin, his newly founded non-for-profit organization needed a visual identity to match the reputation of their hard work.


Opting for a name that would capture the essence of the organization – supporting conservation, education and research efforts in herpetology through field research – Indigo Expeditions was born.


In designing the visual identity, we emphasized the action –  the ‘GO’ in Indigo, it’s sinuous shape akin to the form of a snake, places a strong focus on Indigo Expedition’s field exploration.


The concentric circles within the ‘O’ focus in on a stylized frog, conveying both the human connections of Indigo’s community as well as the strong and inherent link to nature,  The frog icon, synonymous with Indigo’s conservation efforts, became the brand ‘mascot’ appearing on all swag and collateral as a stand-alone feature.

Harvest Jazz and Blues festival advertising design

Harvest Jazz & Blues Merch & Retail 2010

New Brunswick’s own Harvest Jazz & Blues Festival engaged o2creative through a board member and young marketing consultant, Laura Noseworthy, to redesign the retail space, merchandise and overall shopping experience for Harvest’s 20th Anniversary.


Working together with Laura, we started by developing a strategic plan that would increase merchandise sales for the season. From a series of marketing initiatives to store renovation, to updated merchandise both in terms of selection and design, we were able to more then double the expected sales goals for 2010.


While marketing tactics like twitter promotions, merch photos distributed on facebook, and print and street level advertising were all part of the plan, the majority of the focus went to the store space itself.


By establishing the target audience we hoped to attract to the store, we needed a simple and clean solution that conveyed the spirit of the festival but also worked within a limited budget and offered merchandising flexibility for future years. The concept focused on the Harvest with nature-inspired elements accenting the simple, wood furnishings and displays that could be used in various arrangements in the space.


A large part of the strategy that we felt was of great importance and would provide added value to the shopping experience, was incorporating green or eco-conscious elements whenever feasible to reduce the Harvest Festival’s footprint. This resulted in water-based inks used on our hand-silk-screened shirts, FSC certified paper and printing for the clothing tags, recyclable paper bags for the merchandise, rescued, or second hand decor accessories throughout the store and no illumination in our window display at night.


To celebrate 20 years of the festival the clothing line was rich and varied, but held together by the overall theme of the music experience and nature coming together. Graphic elements were pulled from the Harvest logo and reinterpreted in unique ways for a number of the designs. Each custom t-shirt added value not only because of the use of advanced printing techniques and multiple inks, but most importantly because it told a Harvest Festival story through it’s design.


Starting with the Harvest Twenty – a commemorative long-sleeve shirt designed for the anniversary – all designs were inspired by the original logo developed for the Festival. Each design was also branded with the logo subtly incorporated in complimentary colours at the back of the neck.

OurNB Social Media Strategy

The Population Growth Secretariat, as part of its mandate, is tasked with retaining young professionals in the province. In order to meet this objective, the client reached out to Communications New Brunswick in order to develop a social media strategy that would allow for clear and easy communication with New Brunswickers through the online medium.


We engaged a local agency, Orange Sprocket, to design and develop a blog and twitter skin that would be attractive to our target demographic but that would also provide a fresh twist on the government brand.


My role was to project manage the process from start to finish, from initial strategic development with the client, to communication and approval processes with the agency as well as internal approvals within government. The project was a breakthrough development, and the first of its kind in the use of social media by the province.

Government of New Brunswick advertising feature image

Provincial Advertising

As the marketing officer in charge of addressing the needs of the Population Growth Secretariat, Aleks’ role required her to identify advertising opportunities that would support the mandate of population growth, repatriation and attraction to New Brunswick.


Select business and tourism publications such as Air Canada’s enRoute provided a great medium for reaching our target audiences across the country within a reasonable budget. Once the suitable advertising placement opportunities were identified, Aleks would work with a designer, providing creative direction to develop seasonal and thematic concepts that reflected current developments in the province and that would resonate with the readers of each publication. Each ad required ongoing communication with the client to obtain approval from all stakeholders on the copy and the creative.

Government of New Brunswick marketing campaign for the Francophonie summit in Switzerland feature image

Francophonie Summit Marketing Strategy

Intergovernmental Affairs engaged Communications New Brunswick in order to develop a marketing strategy for an exhibit at the Francophonie Summit taking place in Switzerland in 2010. The goal of the exhibit was to educate and inform both the Swiss public and the 70 visiting diplomatic representatives about the only bilingual province in Canada.


Taking lead on the project, Aleks developed a strategic approach for the exhibit, from the overall creative concept, to information hierarchy, to navigation through the space.


In order to make New Brunswick stand out in an international arena, we chose to present the province by bringing the New Brunswick experience overseas. This was done through six key topics (Culture, Art, Technology, Economy, Nature and Lifestyle), which were represented through interactive exhibits that appealed to all the senses. Our audience was able touch newly developed technology, listen to local musicians, see locally made arts and crafts, taste cranberry cider, and play with sand from our beaches. The engaged audience was then able to fill out a ballot to win a trip to New Brunswick to truly experience the province first hand.


Working closely with communications staff, Aleks developed copy, arranged for professional translation, provided direction on the design and obtained client approvals throughout all stages of development. I also engaged New Brunswick companies such as Ganong, Olivier Soaps and Architecture 2000, to source out display elements and promotional materials for the event.


While our objective for the week-long summit was to attract and engage 1500 people, we exceeded our goal by far, with a daily attendance of over 500 individuals, tracked through contest ballot submissions managed by event staff. Multiple newspaper reviews and interview appearances with the media reinforced the success of the exhibit both in Switzerland and in New Brunswick.

Window Medics collateral feature image

Window Medics Marketing Collateral

To help Window Medics in representing itself as a home repair company, we begun by creating a set of marketing pieces that target specific markets and function in a variety of mediums. Working closely with the company executives we developed, strengthened and enhanced the marketing for the brand, effectively positioning the company as a leader in the industry in North America.


Through the development of leave-behind promos such as water bottles, post-cards and promotional DVD’s, marketing kits, editorial advertising, direct mail and coupons the company was able to double the number of franchises across North America over the course of the year, and had begun expansion into the European market, with 100 locations planned for opening within 18 months.

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