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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.


Ottawa Adventure Film Festival Collateral

Working together with the festival organizers for the inaugural event, o2creative took the pre-established logo design and expanded on it with a cohesive look and feel to brand the weekend-long festival. The collateral included the design of large-format posters and banners for the film screening venue, along with an event program in a downloadable PDF format and web page – both accessible via a QR code promoted at the festival site.


Scope included defining a cohesive set of visual elements (colours, typography and photography) to brand the event and to generate general awareness and interest in the festival within the local adventure community, including stronger name recognition under the bold acronym – OAFF. The original logo, not strong enough to stand out on it’s own against the dynamic graphics, gained much-needed visibility through large-scale type, hinged dynamically along the edge of the collateral pieces.

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.

NMRN Visual Identity, Website & Collateral

The brainchild of a young, award-winning real estate agent and retired military member, the National Military Relocation Network required an identity and collateral that would convey the organization’s commitment to assisting Canadian service men and women with their real estate needs. We focused our energy on carrying the brand’s message consistently across web and print mediums using a bold, simple aesthetic, and no-nonsense language.


Catering primarily to military relocations, with a head office in Ottawa, the identity,  the website, and all collateral are fully bilingual.

Legal Archives Society of Alberta Website

Working with the Legal Archives Society of Alberta (LASA) team to define a clear set of objectives for the non-profit’s online presence, o2creative subsequently developed a simple, elegant and highly functional, responsive website to serve as an effective marketing tool that’s designed reach the target audience, to preserve and promote the province’s legal heritage and to leverage the Legal Archives’ objectives through the online shop, virtual galleries and oral histories, all made available through the site.


Taking into account the target demographics, the interface design reflects the concept of the physical archival materials through a more classic style with a boxed-in layout, neutral tones of paper and leather, and a serif font for all body copy. A simple and clean site structure assists visitors in navigating through the content with intuition.


Showcasing the Archives’ content accurately meant including large amounts of text – a challenge in terms of online communication. To retain the visitor’s attention, content was strategically broken up into small, varied sections, where accordion style drop-downs, shadowboxes and animations invite the user to interact with the information at a deeper level, without overwhelming at first glance.


Through the implementation of best practices in terms of SEO, LASA has increased their online visibility – scoring in the top 3 for Google search results. Moving forward, the newly implemented Google Analytics will also allow the team to provide detailed reports to the board of directors, demonstrating ROI through visitor demographics, topics of interest, and online donations and subsequently leveraging measurable successes to secure funding and ongoing support.

Castlemark Website Interface and Collateral feature image

Castlemark Website & Collateral

A modern and dynamic wealth management firm in Toronto required a face lift that would showcase the brand accurately across various mediums, starting with a complete redesign of the website. Printed marketing materials ranging from business cards and info tear sheets to client forms were redesigned to match the refreshed visual identity.


Social media outlets including Twitter, LinkedIn Mailchimp were styled to match the rest of the brand assets and o2creative was engaged to provide webmaster services to ensure a consistent voice and style was used across all mediums moving forward.

Superkul Inc Architect website interface feature image

superkül inc. | architect Website

While working as marketing manger for superkül, Aleks was directly responsible for all graphic design work for the company, including a complete redesign of the firm’s website towards a new, responsive interface that would place emphasis on dramatic imagery.


Aleks’ role included defining the site capabilities based on company requirements and the subsequent  management of the development using WordPress CMS, to facilitate ease of maintenance in the long-term.

Rebecca Steeves visual identity feature image

Rebecca Steeves Realty Visual Identity & Website

One of the top Fredericton Real Estate Agents – Rebecca Steeves, wanted to evolve her brand with a unique visual identity– taking it to the next level with a strong, iconic logo and a simple-to-use, modern and easy-to-update, website interface. With a strong presence in her local market, the objective of the project was to build on Rebecca’s existing image with a complementary look and feel.


A combination of icon and type, this logo places emphasis on Rebecca’s role in helping her clients find or sell homes. The soft, flowing lines of the R not only represent Rebecca’s well-recognized name, but also suggest a comfortable and easy real-estate process. The enclosing circle represents the strength of the combined range of services offered by Rebecca. The narrow font for the name is contemporary and elegant, and while the use of lowercase for the first name makes the brand approachable, the bold application in the last name identifies as confident and assertive – with a well-established market presence.

Freestraint Design visual identity feature image

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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