LABEL COPYWRITING: GRAND SPIRITS DISTILLERY, GRAND VALLEY, ONTARIO
My work on this unique schoolhouse distillery made it all the way to where it counts. We tried to capture the essence of what they're doing in the middle of timeless rural nowhere: Made Slow, Small and Secretly. Design: Shawn Murenbeeld, Hear from the client: https://www.behance.net/gallery/19978243/Testimonials-Kind-Words
LABEL COPYWRITING: D'ONT POKE THE BEAR WINE, GENERATIONS WINE, ONTARIO
Wrote one of my favourite things ever: the back-of-label copy for a remarkable new world wine. Sometimes those words are all the bottle has to get it to the cash register. www.dontpokethebear.com Hear from the client: https://www.behance.net/gallery/19978243/Testimonials-Kind-Words
BRAND NAMING: NORTHERN TEMPLE VODKA
Led the research and branding/naming process for Toronto-based Nickel 9 Distillery, culminating in the successful creation of Northern Temple Vodka, a remarkably smooth, apple-based new Canadian spirit. Available at Nickel9Distillery.com. Design: Jason Hatcher, digitalanalog.ca
IDENTITIES
Manifest Communications. Creative Direction, sometimes Writing. Design: Shawn Murenbeeld, Fei Lu, Deborah Caprara.
ONTARIO '24 POTATOES for DOWNEY FARMS (2016)
Touchwood Design. Co-Creative Direction, Writing. Design: Shawn Murenbeeld. Named and helped create the newest brand for one of Ontario's oldest and most successful potato farms, an homage to their first year in business. And as you can see, I'm not above shipping and stacking as well.
GOODWILL ONTARIO REBRAND
Manifest Communications. Creative Direction, Writing. Design: Shawn Murenbeeld. A traffic-stopping colour palette and a super-simplified messaging strategy that conveys Goodwill's mission and method, under the repositioning, "Community at Work."
UNIVERSITY OF BRITISH COLUMBIA REBRAND
Manifest Communications. Creative Direction, Writing. Design: Deborah Caprara. I've had the unique experience of re-branding universities from coast-to-coast. Our strategy: British Columbia is more than awe-inspiring: it's idea-and-courage-and-breakthrough inspiring. It's "a place of mind." High marks for a brave client who wanted more than the tired, "three kids under a tree" higher education approach.
Exhaustive guidelines are created for each major rebranding, and include everything from photography, colour and logo guidelines, to tone, language, headline and copy construction (as shown below)--and in UBC's case, a 10-page branding primer. Long, complicated, but an absolute must, because they allow you to confidently pass the baton to clients, who can continue to create on-brand work every day.
WOODGREEN COMMUNITY SERVICES REBRAND
Manifest Communications. Creative Direction, Writing. Design: Deborah Caprara. Repositioned this major social services provider as a maker of opportunities, the building blocks of lives and communities.
COMMUNITY FOUNDATIONS OF CANADA REBRAND
Manifest Communications. Creative Direction, Writing. Design: Fei Lu.
NATIONAL ABORIGINAL ACHIEVEMENT FOUNDATION OF CANADA REBRAND
Manifest Communications. Creative Direction, Writing. Design: Paul Bonsell. After a repositioning exercise, renamed Canada's leading supporter of Indigenous education (and owner of a lengthy name) as "Indspire."
MEMORIAL UNIVERSITY GRENFELL CAMPUS REBRAND
Manifest Communications. Chief Idea Officer. Creative Team: Paul Bonsell, Trevor Mann, Joe O`Neill. Another fearless client, this time in rugged and real Corner Brook, Newfoundland. Kids at University recruitment fairs would run over to Grenfell's booth and compare the six different viewbook covers: like him, love her, not so much her... but universally agree that someone had finally got them.
The viewbook (with six different covers) opened like so:
