Brands at work
A few case studies where strong brand purpose and positioning was both identified and leveraged to drive long-term results across the business.
Cannabis Launch
Client: Nova Scotia Liquor Corporation (NSLC)
With the legalization of cannabis, we curated an experience that considered the legislation boundaries, the customer experience, category evolution, and the existing NSLC brand. All channels worked together to create a foundation of education reinforcing responsible consumption at each touch point.
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
Retail Reset
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 narrative was curated and communicated at every brand touchpoint. This included an assessment of each channel in the holistic brand experience for both employees and customers.
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
A Power Story
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 to share consistently and effectively to help manage the brand reputation.
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
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
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.