October 29, 2012
Parcel is excited to announce that, as of November 5, we will align with Soapbox Design Communications, an award-winning studio that, over its 14-year history, has earned a reputation for nimble and meaningful design that gives brands a powerful voice.
By combining our talents, we will give clients the advantage of design-driven strategic thinking and highly engaging creative solutions. We will operate collectively as Parcel, but maintain the Soapbox brand to specifically serve non-profit and cultural projects.
Partners Julie Mitchell, Gary Beelik and Erin Brand will lead the firm.
Over the past 20 years, Gary has dedicated himself to creating a cultural connection between brands and their audiences. Gary has received numerous awards for his art direction from the Advertising & Design Club of Canada, Communications Arts, Applied Arts and Graphis. He is a graduate of the OCAD and currently sits on the board of the Advertising and Design Club of Canada.
We look forward to introducing you to our newly expanded team in person. To learn more, contact Julie Mitchell, Partner at 416-504-1200 ext. 222.
September 13, 2012
For the first time in 20 years, St. Joseph’s Hospital has opened a new wing, the Our Lady of Mercy Wing, and we used the milestone to build the Foundation’s brand into a cornerstone of the local community.
June 21, 2012
The vision of development company Remington Group, Downtown Markham is an opportunity to create a community from literally the ground up. Remington Group’s model for the Downtown Markham were the piazzas of Europe – a central place where people can live, shop, dine, and share in the energy of this exciting, dynamic community.
The Remington Group recognized that the only way to maintain the integrity of this cultural mosaic they were trying to create was to create a brand that united the multiple stakeholder groups needed to build Downtown Markham’s residences, retail experiences, entertainment venues and restaurants. Parcel was engaged to establish a standard program to establish this foundation on which the Downtown Markham could flourish. This included re-working the identity so it more clearly captured the distinct cultural mosaic the Downtown Markham brand represented so it could be applied more creatively in diverse marketing materials. An easy-to-follow brand standards program was then designed to ensure internal and external partners both understood the unique attributes of the Downtown Markham brand, and were well equipped to use it in ways that reinforced the creation of this urban piazza.
June 21, 2012
With the proliferation of mobile devices and tablets, many companies have started to make the transition from printed literature to digital marketing experiences. When we identified an opportunity for Allseating to better serve its network of dealers and designers via an app, we wanted it to not only be an innovative, attention-getting tool, we wanted it to be a groundbreaking new way to specify and price their seating solutions.
The Allseating App provides a virtual catalog of Allseating products, enabling users to access interactive brochures, videos and animations that dynamically demonstrate product features and benefits. Each product links to SpecAll, Allseating’s online specification tool where users can spec and price their chair, create wishlists and share products via social media platforms. Based on the user’s selection, SpecAll recommends complementary seating and work-tools that they may of interest. Built using responsive design technology, SpecAll works seamlessly on all mobile devices.
The App both responds to the needs of Allseating’s dealer network and designers, it helps the company achieve one of its environmental mandates to reduce waste through literature that quickly becomes out-of-date. The Allseating App is available for download via the iTunes App Store and Google Play.
April 20, 2012
April 20th marks a milestone for Bravado Designs, the Toronto-based designer of fashionable maternity bras. To celebrate, we were asked to design a special anniversary logo that will be used in promotional campaigns throughout the year.
Designing an anniversary edition of an established brand can be a challenging task. Over two decades, Bravado has successfully built a brand that’s bold, fresh and fun, and our goal was to celebrate that. Adding an additional element to the logo felt too much like an after-thought, so instead we leveraged the iconic look of the Bravado “B” and reinterpreted it into a 20. A strategically placed dot reinforces the product’s most celebrated feature.
It’s a bold move to change your logo for your birthday, but in the case of Bravado, it’s one that’s perfectly brand aligned.
April 16, 2012
On April 3, Royal LePage, a well-known fixture in Canada’s brand landscape, officially unveiled a new identity for its Commercial program. Designed by Parcel, the mark is inspired by the legacy of the Royal LePage brand, but in a way that is distinctly business-oriented.
April 4, 2012
As mobile devices become increasingly smarter, and our time spent online becomes more social, how can a brand bridge the platforms where consumers are spending so much of their time and connect them with their own website? (more…)
Posted in PARCEL POST
March 27, 2012
This spring, the Canadian Writers Group (CWG) is launching a new series of nonfiction ebooks featuring cover art designed by Parcel. The first, Blindsided, is Russell Smith’s moving and unflinchingly honest memoir about grappling with near blindness that began to afflict him two years ago. Blindsided is now for sale through Kobo for $1.99 and can be found in the “Short Reads” section.
Posted in NEW WORK
March 7, 2012
Last night (or March 6th depending on the day you’re reading this post) Women in Capital Markets held its annual Vinifera event, one of the financial community’s premier social events. This year, proceeds from Vinifera went to support microfinance programs for women worldwide. Our campaign and decor theme linked WCM’s commitment to planting the seeds that help women internationally grow successfully.
March 7, 2012
We distilled the craftsmanship behind small-batch spirits in a warm, engaging in-store booklet and web module. Finely detailed set design captured the distinct flavour of each product.