The return on the investment in branding may seem challenging to measure, but it is certainly not intangible. Allseating, a Toronto-based manufacturer of seating solutions, has seen 30% sales increases over the last three years, some of which can be attributed to refined and refocused brand campaigns that have helped the company expand into new markets.
The Canadian Writers Group represents the interests of freelance editorial and commercial writers. The white typographic aesthetic represents the ability of the written word to transform an otherwise blank page. A robust content managed site enables the agency to profile the talents of each writer – delivering value to both writers and those editors and marketers searching for them.
Every year for the past decade, the Children’s Aid Foundation has hosted its Women’s Golf Classic. As its design partner, we created highly engaging invitations and event support materials to solicit donations, encourage participation, and pay tribute to the generosity of attendees.
As part of the LCBO's Whisky Rocks campaign, Parcel created a special edition magazine that educated audiences on new innovations in whisky culture. In addition to overall thematic development, art direction and design, Parcel engaged the Canadian Writers Group to create relevant content, including new trends in whisky production and profiles of prominent whisky enthusiasts. The magazine was distributed as an insert in the Globe and Mail, the National Post and the Toronto Star.
With multiple investors and multiple visions involved in the creation of this residential community, Lora Bay was part “luxury homes in a country setting,” part “exclusive residential golf community,” part “preservationist” and part “wise real estate investment.” Which part depended on which stakeholder you spoke to. Bringing everyone together to co-create a brand map resulted in a united “country-style luxury” positioning that spawned six years of positive growth and unparalleled brand recognition in the Georgian Triangle.
As the nucleus of Toronto’s biopharma cluster, MaRS Discovery District has worked with Parcel on several design projects since opening its doors in 2005, including its launch brochure, the large banners that soar above the atrium, and the design of a comprehensive compendium that positioned Ontario as an ideal place to invest in biopharmaceutical research.
Office Coffee Solutions was at that critical 6-year mark for any entrepreneurial business: they discovered that they had grown out of their brand. Our brand strategy session helped the Office Coffee team articulate their point of difference - that they turn regular office coffee into an office café experience.
Drug-store condoms are so last season. From its headquarters in trend-setting L.A., our new branding for “ooo” boutique is turning traditional condoms into must-have accessories. According to the National Institutes of Health, nearly two-thirds of all STIs occur in people under the age of 25. “ooo” boutique is making safer sex fashionable by designing condoms you’ll actually want to carry with you. In addition to creating the name and identity for the “ooo” parent brand, we designed a series of condom collections to educate young audiences that condoms are not just safe but stylish, too.
For 80 years, Ophea (the Ontario Physical Health and Education Association) has developed initiatives that help schools teach kids about healthy living. Each individual program was well known, but it wasn’t until the organization started to deliver an integrated brand message through a compelling video, direct marketing and in-school marketing program, that it was able to bring teachers together to help champion the organization.
When Sound Source, the programming and broadcast production service arm of Standard Radio, was purchased by Astral Media, it was an opportunity to rebrand the company to reflect the rapidly changing broadcast radio landscape. Parcel renamed and rebranded the company Orbyt to clearly position it as the hub of a universe of audio content for all media. Our strategy to re-launch as Orbyt linked the company back to their new parent corporation, but maintained an independent spirit.
For DesignThinkers 2011, we wanted to celebrate how design connects us, so we invited some of our favourite visual communicators to participate in our own version of Exquisite Corpse. This time-honored exercise typically sees collaborating contributors blindly adding to a composition in sequence. No one sees what another has drawn, except for what’s necessary to connect one portion to the next. This large-scale, collaborative work grew, piece by piece, across all communication materials.
The annual holiday campaign is the coffee industry’s most significant opportunity to generate incremental sales and create brand loyalty. In addition to theme development and design of packaging, signage and uniforms, we developed comprehensive merchandising kits that gave busy franchise owners a simple, turnkey method for creating a compelling in-store environment. Year over year, the response to our Holiday program was overwhelming, earning us a supplier award for our impact on Second Cup’s business results.
With so many charities competing for donations, non-profits owe it to their missions to be the best branders on the planet. We’ve worked closely with SickKids Foundation to ensure their brand story is effectively communicated to donors – through print advertisements, event materials and commemorative books to recognize significant contributions.
Finding yourself in need of a collision repair shop never happens under happy circumstances. But Marty Reddick, owner of Supreme Collision Centres, has earned a reputation for trying to make it a more enjoyable experience. We held a photoshoot at one of Marty’s facilities – one of the most pristine automotive repair centres we’ve ever seen – and the result was a bright, white visual tone that instantly delivered a feeling of transparency and trust to the marketing. Not only is this in distinct contrast to their competitors who focus marketing messages based on speed and technology, it has been tremendously appealing to an audience that’s usually overwhelmed and intimidated by the auto-repair process.
Vauxhall is a line skincare products naturally cultivated from the world’s finest botanicals – so you can feel good about looking your best. As part of the company’s rebrand, we slightly modified the name to Vauxhall Gardens so, practically, a corresponding domain name could be purchased and, more importantly, to expand the meaning of your brand name and creates a sense of place. This idea of place reinforces the local character of Vauxhall Gardens products and opens the gate for expansion into agri-tourism opportunities.