Brands at work
Brand and communication strategies designed to align teams, simplify complexity, and drive results.
A Retail Reset
Operationalizing strategy across a crown corporation
Client: Nova Scotia Liquor Corporation (NSLC)
With so much evolution in business, it was time to revisit the brand foundation. We established a new mission, vision, purpose, and values – clarifying who they are, what they do, and why it matters. The brand communications framework, engagement tools, and content pillars that helped teams, from front-line staff to senior leadership, connect their day-to-day work to the plan’s strategic goals. Public-facing narratives were also aligned to reinforce purpose, trust, and responsibility.
Included:
Five year Strategic Plan
Internal: Onboarding and training tools, each internal communication channel, uniform standards
External: Website and Social Media content strategy, plans, and calendar
Partner credits:
Store Design - Breakhouse Architecture, RHAD
Website Development - MNP Digital
Photography - Riley Smith
Cannabis Launch
Launching a government-regulated and customer-first retail experience
Client: Nova Scotia Liquor Corporation (NSLC)
With the legalization of cannabis, the curated experience considered the legislation boundaries, the customer experience, category evolution, and the existing NSLC brand. All channels worked together to create a foundation of responsibility through education, ensuring clarity and trust in a brand-new category.
Included:
In-Store: Store layout, material direction, environmental signage, display designs
Online: Website wireframe, social content, responsibility messaging
Content: Educational platform for categorization, training, service experience (minimal social content per legislation)
Partner credits:
Store Design - Breakhouse Architecture
Website Development - MNP Digital
A Power Story
Unifying brand strategy within a utility
Client: NS Power
Moving from reactionary to proactive communication, NS Power was ready to embrace transparency, to educate and empower their audiences with their brand story. With a strong strategy in place, this became about distilling it down to a unified message and aligned content. This initiative served as a foundational shift in how the organization communicated across departments and with the public.
Included:
Holistic brand narrative and key messaging aligned to strategic actions
Content programs and direction across all social media channels
Website wireframes with content mapping
Interdepartmental sales tools
Partner credits:
Video: Clothesline Media
Photo: Sandor Photography
Website: SilverTech
Coffee Conversion - McCafe Launch
A regional shift for a global brand
Client: McDonald’s Canada
Launching McCafé in the Atlantic provinces meant entering a market loyal to strong competition. By removing trial hesitations with successful free coffee events, footage was captured with real and authentic testimonials used in campaigns and promotional materials. This positioned McDonald’s as a serious player in the Atlantic Canadian coffee business.
Included:
In-store environmental signage toolkits, flexible for varied franchise locations
Campaign materials - TV, radio, mailers
Event promotional materials
Credits:
Agency: Cossette
TV+ Radio: Accomplice Content Supply Co.
Back to Movie Basics
Curating an experience from the inside out
Client: Empire Theatres Canada
We didn’t need research to tell us the importance of popcorn to the movie experience, but we had it. After a thorough evaluation of the brand, we started the process to ensure the consistent quality of Empire Theatres' popcorn at every location nationwide. Once we knew the product and pride was ready to be promoted, we created a program in the brand voice to consistently communicate the message. This work showed an increase in popcorn served, revenue per guest, customer engagement, and brand health scores.
Included:
Internal: Employee training materials, program launch, uniforms
External: Packaging, in-theatre marketing campaign with signage and pre-show videos, contesting
Credits:
Pre-show: RPM Productions
Attract your audience.
Then keep them.
Ashley Delaney, Brand Consultant
With nearly two decades of experience, I’ve worked both agency side and as the client. I understand the need for innovation and inspiration as much as automation and return on investment. I help craft effective brands, efficiently, ensuring businesses earn the loyalty they deserve.