What Makes
Leaders
Leaders?

Three iconic Canadian brands become one

Three trusted names. Over 170 years of history. Serving one in three Canadians.

The opportunity was to unite Great-West Life, London Life, and Canada Life to create a unique value proposition in a crowded market.

After an intensive discovery phase of internal and external research and consultation, we worked closely with the client’s leadership and brand teams to develop a positioning that would equip the new Canada Life to connect with its customers in powerful, new ways. Conversation shifted from one of fear and dreams of the future to confidence in what can be achieved today with Canada Life as guide. The new brand positioning, with a special focus on the underserved and the middle-market, not only celebrates the here and now, but trumpets inclusion, openness, fairness and community—the values that define and strengthen Canada today.

Ove designed and developed the new brand identity, visual expression and communications to help tell this story. The outcome: the new Canada Life is well-positioned to rapidly become an iconic brand built on a combination of deep heritage and contemporary relevance.

Our contribution:

Internal and external audience research
Brand strategy and positioning
Brand architecture
Naming and nomenclature systems
Brand identity design
Visual expression and design systems
Brand voice and communication guidelines
Brand governance systems and tools

Employer brand
Marketing communications
Advisor communications
Employee communications
Advertising
Video production
Signage
Brand launch support

Financial products just got personal

Duo Bank is a different kind of financial services company. Born out of Walmart Canada Bank, Duo Bank helps businesses connect with their customers to build stronger, more loyal and rewarding relationships by creating value-driven, innovative and customer focused financial products and services. Ove helped bring the vision of this new bank to life by defining its value in the marketplace and creating a name, identity and visual expression system that captures the essence of partnerships – building relationships and putting customers first – that define Duo Bank’s purpose.

Our contribution:

Brand strategy and positioning
Vision and mission
Naming
Brand identity design
Visual expression and design systems
Website
Brand guidelines

We’re talkin’ about a
(r)evolution

200 years in, Canada’s first bank continues to be defined by its innovation and commitment to customers. Our 30-year alliance with BMO Financial Group has allowed us to work alongside leadership teams through massive shifts in their industry and in the world. We support BMO holistically from a brand-building perspective on a myriad of activities and initiatives. Ours is a trusted partnership that spans five CEOs, more than a quarter century of excellence in annual reporting, and the creative expression and application of the BMO brand and identity across four continents and a vast array of businesses.

Our contribution:

Internal and external messaging strategy
Internal and external audience research
Brand strategy and positioning
Brand portfolio and architecture
Information architecture
Brand identity design
Naming and nomenclature systems
Corporate and employee communications

Visual expression and design systems
User experience
Brand governance systems and tools
Digital platform development
Signage and wayfinding
Annual reports
Global business brand integration
Sponsorship branding and application

A new ally for energy

Introducing Alectra. An energy company that will serve nearly one million customers through the merger and acquisition of Horizon Utilities, Powerstream, Enersource and Hydro One Brampton. Alectra is now the second largest municipally-owned electric utility by customer base in North America, second only to the Los Angeles Department of Water and Power. Ove provided and continues to support the organization through the creation and development of the company’s brand strategy and positioning, naming and identity, implementation and conversion of all branded assets and marketing communications activities.

Our contribution:

Internal and external audience research
Brand strategy and positioning
Naming
Brand portfolio and architecture
Brand identity design

Naming and nomenclature systems
Visual expression and design systems
Co-branding applications
Marketing communications
Brand guidelines
Signage, fleet and uniform brand conversion

A love letter TO Canada

In preparation of Canada’s 150th anniversary of confederation, City of Toronto wanted to support this event with their own campaign. This campaign had to capture Toronto’s contribution to Canada’s history as a vibrant world class city and a global centre for business, finance, arts and culture. Working in collaboration with our colleagues at Publicis, Ove supported the City of Toronto by developing the campaign theme, tagline and visual identity system that was applied to a number of mediums, programs and event celebrations throughout the city.

Our contribution:

Theme development and tagline
Brand identity design
Visual expression and design
Marketing communications

From air fare to air care

A challenger brand that’s quickly become one of Canada’s most iconic companies, WestJet is a company whose leadership is always looking to innovate and bring air travel forward. WestJetters, as their employees are often referred to, are continually redefining the experience and are known for their friendly and personable twist on customer service. Over the years – with our sister agency Publicis – we have worked with the team at WestJet to evolve and keep the brand vibrant, fresh and focused through consistent brand messaging and tools that keep the company truly connected with its guest travellers.

Our contribution:

Brand portfolio and architecture
Brand identity design
Visual expression and design systems
Marketing communications

Brand governance system and tools
Digital platform development
Video production
Annual reports

“Can elephants really dance?”^*

For over a decade, working alongside our counterparts at Publicis, we have been part of the transformation that has seen the 252-year old institution embrace changes in the landscape and deliver the online world. We work collaboratively with our partners at Canada Post to help them realize their commitment to innovation and exceptional customer service – by continually challenging conventional thinking and facilitating excellence through strategic design.

When technology changes your world, you change too.

^*Click here to watch Canada Post CEO Deepak Chopra at the leadership expert series at Rotman.

Our contribution:

Internal and external audience research
Brand strategy and positioning
Brand portfolio and architecture
Information architecture
Brand identity design
Naming and nomenclature systems

Visual expression and design systems
Marketing communications
User experience
Retail and environments
Brand governance systems and tools
Video production

This brand is your brand

CBC’s The National belongs to us all. As the country’s most trusted nightly newscast for longer than most of us can remember, it has taken up the CBC mandate to tell our stories with an unparalleled passion and commitment to excellence. So much so, that The National itself has become part of the Canadian experience. We were thrilled to be asked by the CBC to help The National redefine its brand and identity for the future following the retirement of host Peter Mansbridge. The solution centred on making the news relevant and accessible to an increasingly diverse audience, with a renewed commitment to putting the story at the centre of everything. Cutting through the clutter to get to the truth of the story became the inspiration for a bold new back-to-basics visual expression and design system that impacts all of The National’s content and communications.

Our contribution:

Competitive brand audit
Stakeholder workshops
Brand positioning strategy
Brand identity

Visual expression and design systems
Motion graphics consultation
Brand guidelines
Brand usage training

Challenge conventional thinking and dare to bring a different perspective forward.

Celebrating 35 years of working with the
leadership and communications teams of
inspired organizations to lead the change.

The challenges our clients face become increasingly complex year over year.

They require innovative, cutting-edge solutions and expert attention. With access to the Publicis global network of strategic thinkers across dozens of disciplines and every conceivable market in the world, our team is able to tap into incredible insights and resources for our clients.