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The Calgary-based Canadian Outdoor Council has mandated us to oversee all communications surrounding the first Canadian Outdoor Summit to be held in September 2020.

The peculiarity of this event is that it is a process that evolves throughout the years 2019-2020. The challenge is to bring together all the players in the led outdoor activities sector to look at current challenges and try to find solutions together.

To learn more: visit canadianoutdoorsummit.com

The branding includes the logo, the website, the prospectus, the sponsorship plan, a few newsletters and creation of original content for social networks.

The campaign is bilingual but English is put forward as the majority of stakeholders are outside Quebec.

Our creative process naturally begins by constructing a BRAND PERSONALITY. We wanted Culture Laurentides’ to be creative, personal, credible and useful.

In 2018, the Laurentians regional cultural development organization (Conseil de la culture des Laurentides, or CCL) implemented a strategic plan to reassert its vision and to meet current challenges in the greater Laurentians region. It quickly became clear that it was necessary to change the organization’s name to Culture Laurentides. Its refocussed mission is to contribute to cultural development by offering support services for artists and other stakeholders involved in that field.

Service-Station Communications was contracted to revamp the brand’s visual identity, to strengthen Culture Laurentides’ positioning and ensure its continued viability. We developed a logo, worked on the website and proposed some social media headers and a few promotional objects.

As usual, our creative process began with creating a mood board and selecting a colour palette:

In our first presentation, we almost always introduce three concepts. Our full process includes two rounds of revision.

Here are the concepts presented in Stage 1.

Once the choice settled on the first option, we all agreed that the logo would have even more impact if it used actual, human handwriting. We explored several styles:

Then, the final logo was selected by consensus:

WHY IT WORKS

THE IDEA underlying this logo is one of a “signature,” that is, genuine handwriting rather than a computer font, to underscore the character of Culture Laurentides:

– Human: Representing real people and offering services from expert professionals

– A guarantee of quality seal: With the ensuing accountability

– Distinct and unique: 100% “handmade” in the Laurentians, therefore impossible to imitate or copy

Several presentations were given to provide context and explain how the brand identity can come to life as a complete platform, be it via the Facebook header or the website.

MANDATE: Give the brand a new look so that it reaffirms the upscale side that distinguishes it from the other Beau-Lieu Instantané products. Also, make the Brickstone Fine Foods logo more legible.

THE CHALLENGE: The jar looks the same as many others on the market, as well as for Brickstone Fine Foods sister brand’s jars, AP Gourmet. Even though AP Gourmet is marketed differently than Brickstone, it is possible that the two brands coexist in certain big-box stores. It is then essential to differentiate it well.

THE APPROACH: The packaging was completely modified, from the logo to the improvement of the reading order. Illustrations were also created for the background. We chose a luscious color chromatic for the epicurean, who is the targeted customer. It is also useful for the sales teams, as it helps them with the codification of products.

We created point-of-sale advertising for marketing purposes, as well as many internal promotional tools for the team of representatives.

RESULTS: On display shelves, the products really stand out from one another. Even though we still need to wait a couple of months to obtain the growing sales results, we already know that this redesign is an amazing success, as noticed in many received comments.

Kenauk Nature is a 265km2 high-end private reserve in Outaouais.

After adding a host of new experiences to their already well-stocked offering, they have mandated us to review their brand positioning and we got so enthusiastic about it that we slowly became an extension of their marketing department ! Achievements 2018-2019 are:

Marketing action plan including the development of personas and a series of highly effective tactics :

+ Creation of slogan and a graphic platform
+ Corporate video
+ Design and writing of a 24pages brochure
+ Leaflets, etc.
+ Website redesign (in progress)
+ Email campaign e-blasts
+ Social Network Management (deployment only)
+ Global management of opportunities and partnerships
+ Creation of printed ads
+ Video footage and photo shoots
+ Signage
+ Creation of sub-brand identities (Grand Slam, Booze’n’Plank)

MANDATE: Following a marketing audit to reposition the Fusion Center brand, we are actively working to strengthen its reputation and increase membership.

Several initiatives have been made and/or are in progress:

+ Position the brand as a leader in the Laurentians

+ Create a new course offer at the session

+ Complete redesign of the website to make it transactional

+ Update of sales and promotion tools (direct mail)

+ Facebook campaign and SEO improvement

+ Super-panel campaign: Creation of a graphic platform, applicable to both the Fusion Center and Tennis Interclub, to ensure consistency with the brand and the display of several series of promotional offers. Distance and readability tests were performed. A “photo shoot” was also held to use real photos representative of the Center.

TRANSACTIONAL SITE:
The challenge: to create a completely custom-made transactional experience (with dozens of variations depending on the profile) using inexpensive existing tools (WooCommerce), in record time!

APPROACH
+ A clean design linked to the existing graphical platform
+ An easy experience on tablets and cell phones as well as on a standard screen
+ A site easy to update each season (4 per year)

RESULTS: http://www.centrefusion.ca/
From the first year, we already see a huge increase in page views and a growth of the most satisfactory sales since!

Les industries Cendrex specialize in the manufacture of all kinds of access doors and panels. We were given the mandate to market their innovative products to a B2C clientele.

Thus, the FlexiSnap magnetic access door and panel made its way on the shelves of all the RÉNO-DÉPÔT, RONA, Patrick Morin, and Lee Valley stores located in Quebec and Ontario.

THE LAUNCH IN QUEBEC:

+ Establish a unique brand positioning.

+ Create a bilingual name for the brand.

+ Create new and very bright packaging, as well as a masterpack.

+ Design practical and eye-catching sales tools.

+ Trade show presence (National Hardware Show and Salon Rona 2017).

+ Create and develop a bilingual website, flexisnap.com/en/, featuring a video tutorial on the installation of the access door and panel (a Service-Station creation), a store locator tool, as well as a blog section.

+ A 6-week campaign featuring our 15 second television commercial on RDS during the NHL playoffs.

+ Create and send a promotional newsletter.

+ Several SEO and programmatic web actions.

+ The YouTube pre-roll ad placements were also a success, which confirms that the FlexiSnap access door and panel made a spectacular entrance on the market.

+ Develop a social media strategy, produce content and manage 4 social media platforms (Facebook, Instagram, Pinterest and YouTube), as well as create Facebook ad campaigns.

+ Create interesting and SEO adapted bilingual blog content.

 

Stay tuned – more initiatives to come!