About this project
The task was to create an official mark for the forestry industry in Ontario with a view to promoting this industry in a similar way to the successful Ontario Foodland campaign (“Good things grow in Ontario”). The brand identity and ensuing marketing collateral are aimed at increasing awareness about Ontario wood and the value-added wood products that are produced with local wood and to convey messages of socio-economic benefit related to buying local products.
C(Group generated upwards of 100 unique name and tagline combinations in both English and French and presented over 15 unique logo designs to the Ministry of Northern Development, Forestry, and Mines for consideration, 5 of which were selected to proceed to focus testing; the results of which yielded the logo you see today.
The graphic design of the chosen logo stems from the shapes of both deciduous and evergreen woods to adequately represent the full range of Wood species available in Ontario. A range of POP (point-of-purchase) materials were created for deployment to various home building centers/stores and furniture and artisan showrooms. At the conclusion of the project, we handed off a Brand Style Guide which will aid the MNDMF, their partners, and the Forestry industry in applying their new brand.
Deliverables:Brochures, Kit Folder, Printed Materials"It's all about life" Campaign
Project:"It's all about life" Campaign
Advancing the highest level of safety standards
About this project
The multi-touch-point “It’s all about life” program/campaign features public marketing materials aimed at education about the importance of safety and the life-changing impact of the work of the Canadian Standards Association (CSA Group) in that area.
CSA publishes KPI (Key Performance Indicator) charts to communicate the results of their work in several key areas: What they do is all about life, and the most meaningful indicators of their progress are those that show the direct, real-world impact of their work.
Conceptual design, layout, and presentation of this information are then key to delivering executive messages. Graphically, this was interpreted into a bold, dynamic, and dimensional design. Strong, focused photography combined with distinct brand elements present CSA’s work as it addresses real needs such as public health and safety. The charts themselves are kept clean and highly readable to show off the results.
The design developed for these KPIs drove the theme and design for other public awareness campaign materials (such as emails and web banners) and the year’s web-based annual report which went on to claim a Platinum MarCom Award and a Silver Davey Award for excellence in marketing/communications.