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Cottage Chic Brand, Collateral and Signage

The Cottage Chic brand represents the quality of retail service and product range offered by this recently opened retail store in St. Andrews-by-the-Sea, New Brunswick.


The Cottage Chic logo captures two seemingly polar opposites: the idea of chic decor colliding with the relaxed and natural comfort of the cottage. The iconic Adirondack chair used in tandem with an elegant, sans-serif set in fine and heavyweight strokes suggests an inviting and timeless aesthetic.


The modern minimalist approach of the logo draws on the contrasts of the brand’s retail promise: offering a diverse selection of boutique decor, apparel and giftware a relaxed cottage style with modern twist. The simplicity of the storm gray as the sole brand colour strikes a visual balance against the busy backdrop of a retail environment.

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 merch and retail design feature image

Harvest Jazz & Blues T-shirts 2011

Once again, New Brunswick’s Harvest Jazz & Blues Festival engaged o2creative to design a selection of unique t-shirts for the 2011 festival year.


Building on past year’s festival clothing line, this collection is once again rich and varied, the designs linked by the overall theme of the music experience and nature coming together. This year, the collection gains continuity through the use of birds as a graphic element, and the unisex design is a nod to last year’s most successful 20th anniversary t-shirt (Every Ring has a Story) with a new graphic interpretation of the vinyl record. As always, each design was also branded with the festival logo, subtly incorporated in complimentary colours as an imprint on the back of the neck.

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.

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.

Blue Mountain Wallcoverings Snap brand feature image

Snap Wall Art

Blue Mountain Wallcoverings, a company known for its wallpaper, developed a new product in wall decor, targeted at a significantly younger demographic.


Self-stick, removable wall art was becoming hugely popular in niche markets, and this competitive product would be the first to use chain retail stores such as Lowes, Walmart and Home Depot as a distribution channel, where it would sell alongside paint and wallpaper.


In order to captivate the attention of our target audience in an already busy retail space, the brand had to stand out. The goal was to create an image of a product that was fun and funky, young and hip and most importantly – easy to use. The packaging, as always, also needed to cater to a wide market with a single design, requiring three languages (English, French and Spanish) to be accommodated within the design.


The process begun with finding a new, catchy name for the product. Establishing Wink as the new brand took months of research and approvals in North America. It was in the final stages of packaging design for Wink that the company discovered a similar name brand with a comparable product already available in China – a market that Blue Mountain Wallcoverings was also beginning to penetrate.


In order to avoid confusion and potential issues in the future, the name was revised to Snap! and the packaging was updated along with it. Subsequently a kid-specific line of wall art was also developed with product designs targeting an even younger audience.


Snap! became a full-fledged line of wall art, including three different art sizes, famous quotes, and kids designs. The packaging was colour coded to identify each product size and in-store displays were created to launch the product at major retailers across North America.

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.

Lu's Taekwondo t-shirt feature photo

Lu’s Taekwon-do T-shirt design

In order to help raise funds for international competitions, Aleks offered o2creative services pro-bono and designed t-shirts for Lu’s Taekwon-Do that were then sold to friends and family.

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