Building Stakeholder Relations
Projects
The below gallery presents a selection of corporate communications and branding projects that I have led or been significantly involved in, that have assisted companies and organizations in getting their brand messages airborne and on their way to stakeholders across the board - Paul Moreau, President, The Arrowwood Group
National Charity Branding
The National Pet Care Fund (NPCF) is a newly founded charitable organization delivering help to low-income Canadian pet owners, by providing a grant to cover a portion of non-elective medical costs for their sick or injured companion animals. The charity required a name and logo to reflect its mission, as well as a new web site to promote the cause, solicit donations, and facilitate the granting of funds to qualifying pet owners. The logo creatively incorporates the Canadian maple leaf into the pet imagery and the new branding is being well received across the country.
Conferences and Retreats
These programs were from a suite of promotional and collateral materials produced for Assante Corporation's major conferences and retreats in San Francisco and New York. Additionally, these projects included responsibility for the planning and execution of the events themselves which carried significant six figure budgets, registered hundreds of participants, and were important vehicles for growing business units and assets under management.
Web Site Development
This project involved the development of a new web site for Algernon Pharmaceuticals, a clinical-stage, Canadian drug development and repurposing company investigating drugs and naturally occurring compounds for unmet global medical needs. This highly technical writing and design project also featured a significant financial section. Logo development was part of the project as well.
Economic Development
This special 211 page book called "Anatomy of an Entrepreneur" featured interviews with local business leaders in Winnipeg breaking down the component parts of success - with the associated imagery secured from royalty free art courtesy of Leonardo da Vinci from his drawings of the anatomy of the human form. It was produced and distributed throughout schools to encourage entrepreneurship, was approved as supplementary provincial curriculum in Manitoba, and successfully sold in national chain bookstores.
Annual Reports - Corporate
One of many annual reports for a public company: design and content for 80 pages, including President and CEO Message to Shareholders; MD&A with discussion on Corporate Overview, Financial Reporting, Financial Highlights, Year End Results, End of Quarter Results, Financial Condition and Challenges and Risks; and Consolidated Financials.
Industry Advertising
These were among a series of ads created and placed in Los Angeles magazines, including Variety, to recognize the achievements of Loring Ward clients Jude Law and Carol KIng, who were being presented with special awards at the time by the motion picture and recording industries.
Quarterly Client Newsletters
Quarterly newsletters for several wealth management brands - a valuable vehicle to regularly communicate with clients and stakeholders and expand the depth and impact of the brand, filled with financial and lifestyle content.
Marketing Collateral
Brand development for high net worth wealth manager Loring Ward Investment Counsel, settling on the theme and imagery of a guardian to protect client assets and equating asset management to chess - reflected through all collateral including client facing pieces, advisor materials, and market positioning. This highly customized product line was available to client's with net investable assets exceeding $1 million.
Logo and Branding
A brand ensemble completed for a financial services employee benefits company including logo development, colors, fonts and other elements translated through multiple client facing pieces.
Annual Reports - Non-Profit
Annual reports for non-profit NSI - National Screen Institute, Canada’s oldest and most prestigious, nationally recognized non-profit training school for writers, directors and producers working in the film, television, and digital media industries. These were not buttoned down corporate, but rather creative in style and content in keeping with the industry itself.
Brand Development
New web site development project for BioSTEM, a STEM education initiative designed to inspire students to learn more about the vital importance of plant science by doing authentic research in the classroom with lab grade technologies. The web site was also a collaborative educational platform allowing schools the ability to advance experiments together in real time providing teachers with a powerful new instructional tool that enhanced and expanded science curriculum. Logo development was part of the project as well.
Technical Training Materials
An ensemble of training materials for pharmacists as part of a pilot in U.S. and Canadian pharmacies for a new non-invasive, no-needle skin cholesterol test called PreVu. Including a 37 page User Manual for the PreVu Handheld Spectrometer used in the testing (and Quick Start Guide), advertising templates, CD training, and multiple other collateral pieces for in-store applications. Logo development was included as well, featuring a stylized heart for the "V" in the name "PreVu" merged with a checkmark to convey the importance of getting tested.
Financial Sector Marketing
Optima Strategy collateral material for investment clients with $100,000 in net investable assets. This brochure was designed to position wealth management as a journey guided by a reliable captain and crew, taking clients safely through market seas by evaluating their objectives, determining their asset mix, managing risk and tax, conducting portfolio rebalancing and review, affording superior client communication and reporting, and finally arriving safely in harbor. Imagery for the sections was secured through commissioned paintings matched with narrative content to tell the story.
Economic Development Tools
This was a 23 page informational brochure jam-packed with factoids and expansive content on Winnipeg outlining details on economic sectors like aerospace and manufacturing, as well as comparisons on cost of living, electricity costs, labor force stats, transportation, government services for business, sports, festivals and more. Accompanied by nearly 100 different images, icons, charts and graphs and presented in bursting color and vibrant layout.
Video Productions
This was special video invitation I produced on the occasion of my own 60th birthday, featuring a creative take on the classic Hawaii Five-0 opening credits and music from the original television series. Steeped in nostalgia, the invitation went out to 400 guests who shared it extensively through their networks. The video, and the party were both a huge hit, demonstrating the power of creative application. Click on the included link to see the actual video invitation.
Community Campaigns
Two full page ads that ran in national and regional newspapers in an effort to halt the move of Air Command Headquarters by the Department of Defense from Manitoba to Ontario. They were designed - and supported by other media initiatives - to pressure the government into reconsideration by alerting the public to the economic costs involved, including employment loss and the decommissioning of the $30 million Billy Bishop Building.
U.S. Client Collateral - B2C
Designed and produced for Loring Ward International, this product line provided wealth, career and life management to actors, singers, producers, directors, writers, and other high-net worth executives and families in the U.S. Sophisticated services presented through thoughtful content and contemporary imagery to achieve a 'Life Management' proposition for an ultra-wealthy clientele.
Brand Development
This was a new brand development project for Algernon Neuroscience, the first company in the world to investigate psychedelic DMT for stroke and traumatic brain injury. Featuring technical medical content as well as more public facing narrative, the site included large image integration and animation. Logo development was part of the project as well with the colored bubbles representing aspects of the human brain and cognition.
National Ad Campaigns
These ads were part of a national campaign to position Winnport to the country - a sweeping initiative at the time to develop an international air cargo transportation and distribution centre in Winnipeg anchored in polar cap flight routes, and additionally harnessing rail and trucking in North America. Based at Winnipeg International Airport (now Richardson International) in Winnipeg, Canada, one of the slogans "You Can Get There From Here " helped to successfully sell the idea across the country and to international markets.
Internal Communications
These internal quarterly and special edition magazines were published and distributed to over 3,300 Investors Group financial consultants. Content and messaging I worked on included outlining best practices, showcasing new products, detailing client investment programs, celebrating achievements, and many other rotating features and proved very effective with the consultant base nationally.
