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. A new mission, vision, purpose, and values helped to clarify 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 that emphasized education and responsibility, establishing trust in a brand-new and highly regulated 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: 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. This work balanced global brand consistency with regional nuance.

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

Partners:
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.