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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.


Louis-Philippe Pidgeon Visual Identity

Creating a personal brand that leveraged the client’s unique and eye-catching last name into a visual identity that presented his personal brand as one of a capable, young, driven and hard-working real estate agent in the Ottawa area, proved to be a unique challenge. The brand needed to serve as a gateway to working with high-end clients and properties in some of the wealthiest neighbourhoods of the city.


The classic design approach plays closely to the idea of distinctive service with a bird in flight and a touch of elegant, yet simple cursive font in the typographic treatment to bring the feeling of a ‘high-end’ brand to the forefront.


The contemporary and clean colour palette, along with the metallic gold detail, showcases the youthful energy and charisma of Louis-Philippe – capturing his personality as a modern real estate agent.

Candace Carnahan Branding

Candace Carnahan, a motivational speaker who uses her unique life lessons to inspire her audience to dismantle the roadblocks which hinder efficiency, approached o2creative once again to update the visual identity that we previously created, to more accurately represent her evolving personal brand. The updated approach required a change in the color scheme of the logo design as well as throughout her marketing and collateral materials with a completely new, more sophisticated website redesign.


The logo, a combination of iconographic and typographic elements is informed by the curving, flowing line of the female form, balanced by a detached stroke suggestive of dynamic stance Candace often takes on stage on account of her artificial limb. The fine baseline points of the icon are a nod to at Candace’s affinity for high heels.


The typographic treatment is representative of Candace’s drive and motivation, with a forward tilt on the hand-script, and bold strokes and sharp points on the type referring subtly yet again to Candace’s personal style on stage. The intentional use of lower case in the signature is evocative of Candace’s candid and approachable personality, while the soft loops on the ‘a’ and ‘e’s add a femininity to the name. Spaced out small caps provide the corporate, formal element within the logo and help ground it as a whole.


Candace’s new, responsive website includes incredible black and white photography shot Makito Inomata, under o2creative direction, capturing Candace’s personality and conveying the same feminine yet strong characteristics demonstrated by the brand.

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.

Adrock Capital Inc visual identity feature image

Adrock Capital Inc. Branding

The client approached o2creative with a need for a complete visual identity design that would help clearly establish the company as a serious competitor in the crowded Toronto marketplace.


Drawing from the form of the letter A of the company name, this logo concept incorporates three powerful elements to represent the Adrock brand. The letter A is abstracted into a triangle – known as the strongest, simple geometric shape – it stands for strength and a well-established corporation. Often seen in architecture, the shape also alludes to one of man’s earliest architectural feats – the Egyptian pyramids – drawing a powerful link between the projects funded and managed by ADROCK Capital Inc. and buildings that have stood the test of time.


Sharply cutting into the triangle is the profile of an aggressively poised griffin – facing forward in a challenging stance and looking back towards the centre of the logo to bring emphasis and focus to the design. Part lion, part eagle, the legendary creature symbolizes wisdom, strength and power and is known for guarding treasure or priceless possessions – drawing a parallel with the key values of the Adrock brand.


The iconic elements are paired with the original logo font, creating a strong link to the high-impact and successful components of the old company branding and complemented by a secondary, highly legible font used for smaller text and the brand tag line, the result is a contemporary and powerful final design.


The ADROCK Capital Inc. branding was completed by an information session, identifying strategic opportunities to create value for the Adrock customer through the implementation of the new visual identity, which included a full stationery package as well as as easy-to-use Microsoft Word templates for all future client communications.

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Freestraint Design Branding

Freestraint Design is a one-person business established in 2006 by Arthur Gniazdowski in order to provide a range of services within the Information Technology field to a variety of corporate, NGO and government clients.


With over 26 years of experience, Arthur Gniazdowski had accumulated vast technical knowledge that defines him as an industry leader, however the company name under which he operates, did not convey the same weight and presence.


Starting with a brand redesign and a new website, Freestraint Design will begin to improve brand recognition and awareness, to increase business through clear and relevant tactics and to showcase expertise in a highly competitive market.

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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.

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.

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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.

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PureRay Visual Identity

As a lighting technology company, PureRay focuses on making solar-based charging and lighting systems practical and cost-effective for developing-world countries in Africa, South Asia, the Caribbean and Latin America, as well as for domestic markets.


Prior to developing a consumer-oriented image, PureRay needed a corporate brand in order to engage in solicitation of private-public partnerships, to seek out government and corporate funding and to target potential top-level clients among international government agencies and non-profit organizations.


To accurately represent a corporation conducting business on an international level, the brand was developed in phases starting with client consultations and research, concept development and finally collateral design and preparation of brand guidelines.


Due to the unique and intangible objective of the company that’s engaged in improving the quality of light and the quality of life globally, the key to the brand was the inclusion of custom photography to evoke the meaning and purpose behind the tangible product.


Various collateral material was then designed consistent with the brand by applying photographic treatments, brand colours, typography and stylistic treatment consistent with the graphic standards.

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.

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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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