Founded in Vancouver in 1971 by a small group of mountaineering enthusiasts, Mountain Equipment Co-op had grown to a national retailer serving a large membership base.

But with increased competition and an overall consumer shift toward more urban activities, the company wanted to update its brand to reflect the evolving retail experience. The company was now selling yoga mats, bikes and running gear alongside its traditional outdoor equipment and clothing, yet many still viewed Mountain Equipment Co-op as the retailer of choice for hiking and backcountry enthusiasts exclusively.

We developed the positioning, “We Are All Outsiders,” moving the brand away from its “hardcore outdoor”, updated the logo and developed a fully integrated brand presentation included a multi-platform launch campaign, product labeling, website, store signage, packaging, video and advertising.

Go Forth Brand Campaign

Levi’s Go Forth is a new voice and campaign for the Levi’s brand and Levi’s 501 jeans. The campaign is inspired by the passion Walt Whitman felt for the potential of America and promise of the future. Films were created to demonstrate Levi’s awareness and relevance in the world through “America” and “Pioneers! O Pioneers” accompanied by readings of Whitman’s poems of the same name. Outdoor and printed material evoked the spirit of the new pioneer—today’s progressive—by featuring such optimistic statements as “Will work for better times,” “All I need is all I got,” and “Tough as your spirit.” Combined with a digital re-editing of the Declaration of Independence and a call for young pioneers to create a new portrait of America online, the Go Forth campaign infused new energy into an authentic and beloved brand that had been somewhat quiet for too long.

Cheer Laundry Detergent

Print. Transit. In-Store. 

FOOD, MUSIC & ATTITUDE.

NOW Magazine is a fearless Toronto-based, news and entertainment weekly.

Founded in 1981, it's Toronto’s go-to guide for the city’s underground up-and-coming food, music and culture scene.

Asked to promote their weekly ‘BEST OF’ listings to hipsters, soccer moms and professionals, we produced a street poster campaign ripe with attitude. 

Safety first. 

Well proportioned and expertly tailored menswear. Exclusively for the shorter man.

Don't die of embarrassment. 

CHALLENGING CONVENTION

The United Church is the largest Protestant Christian denomination in Canada, embracing core liberal values of inclusion and acceptance.

Tasked with introducing the church to younger audiences, we positioned it as the place for open-minded Canadians to explore spirituality on their own terms. We invited people to join the conversation and drove traffic online with social media and web, print and posters. 

NEXT GENERATION DONORS

The Jewish Federations of North America raise and distribute over $3 billion annually for social welfare, social services and education. It is the central address for Jewish philanthropy and one of the top 10 charities on the continent. Our challenge was to overcome the perception by many younger supporters that Jewish Federations are out of touch and removed from the everyday lives of the community.  

TO CONNECT WITH A YOUNGER AUDIENCE OF POTENTIAL DONORS we developed a bold graphic approach to the materials that focused on tangible successes while ensuring that the tone remained upbeat and fresh.

PARTNERSHIP WITH A PURPOSE

The Nature Conservancy of Canada has bought and secured over 2.6 million acres of land since 1962.  By providing technology assistance, Toshiba is working with the Nature Conservancy to ensure that those lands and their biodiversity remain protected.

In order to showcase that partnership and promote environmental education, we developed Canada’s Land Watch – an intuitive, visually immersive, web portal that’s punctuated with thought-provoking statistics, insights into the threats that face the landscape, and what we can do to protect them.         toshiba.ca/landwatch

GOING DIGITAL

World Vision is a Christian humanitarian organization dedicated to helping all children – regardless of religion, race, ethnicity or gender – reach their full potential by tackling the root causes of poverty and injustice.

ChildView Magazine is a WorldVision publication and the flagship communications vehicle to existing sponsors and donors.  

Our challenge was to redesign the print publication and its corresponding website, and to develop a seamless mobile application for younger audiences.

BRANDED CONTENT

Loblaws Supermarkets, Canada’s largest food retailer, wanted to reward their core audience of food enthusiasts. So in partnership with leading food photographers, journalists and chefs, we developed a print and digital publication that highlights their signature President’s Choice line of products, offers in-depth food/cooking related features, and celebrates the home cook and loyal Loblaws customer. Dig in.