BRIAN MOREY

Overview:

The Toronto Celtic Festival is an annual event celebrating Celtic culture and heritage. It attracts a diverse audience interested in experiencing traditional Celtic arts and entertainment. The festival aims to promote cultural awareness and community engagement through its lively festivities.

Execution:

Conducted extensive research on Celtic symbols, art, and imagery to understand the cultural nuances and aesthetic preferences. Several initial concepts were sketched out, exploring various representations of Celtic symbols. The chosen concept featured a stylized Celtic knot in the shape of the lefter T symbolizing the interconnectedness of the Toronto community. The colour palette consisted of a green earthy tone, representing the Celtic heritage. The finalized logo was implemented across various promotional materials, including posters, flyers, banners, merchandise, and digital platforms.

Overview:

Coleman, renowned as "The Original Outdoor Company," specializes in outdoor recreational products, ranging from camping gear to outdoor apparel. With a legacy spanning over a century, Coleman has built a reputation for enabling outdoor enthusiasts to embrace nature's wonders.

Execution:

Coleman sought to revitalize its brand image and connect with outdoor enthusiasts in an impactful way by using clever copywriting to highlight the mundanity of everyday life in an office environment juxtaposed with classic serene imagery of the great outdoors.

Overview:

The target audience for Sun Magic Fruit Drink includes health-conscious individuals, families, and young adults who are seeking a refreshing and nutritious beverage option.

Execution:

The primary objective was to promote Sun Magic Juice Drink predominantly as a refreshing and healthy beverage choice for all consumers. The design conveys the brand's message of natural ingredients, vitality, and the feeling of being revitalized by the “Magic Of The Sun” by enjoying a healthy refreshing beverage on a sunny summer day.

Illustration by @LivelyScout

Overview:

The primary goal was to captivate the attention of attendees and local residents while aligning Stabilo’s brand image with the excitement and energy surrounding the NHL All-Star Weekend. With a strategic focus on targeting a diverse audience, including sports fans, commuters, and passersby, Stabilo aimed to leverage the event's momentum through an innovative bus shelter installation.

Execution:

By utilizing the goal light giving it thematic relevance, the concept aimed to foster brand awareness by highlighting each time a goal is scored. The installation was to be strategically positioned near high-traffic areas frequented by attendees, such as the arena hosting the NHL All-Star Game.

Overview:

Kraft Dinner, known for its iconic blue box and creamy macaroni and cheese, has been a staple in households for decades. To celebrate its versatility and inspire creativity in the kitchen, Kraft launched the "Battle of the Bowls" Facebook page.

Execution:

The primary objective of the Kraft Dinner Battle of the Bowls campaign was to encourage consumer engagement and showcase the diverse ways in which Kraft Dinner can be enjoyed. By leveraging the popularity of social media platforms like Facebook, Kraft aimed to foster a sense of community among its audience while highlighting the brand's adaptability in various culinary creations.

Overview:

TerraFirma is a small landscaping company based in a northern Ontario. With a focus on sustainable practices and environmental stewardship, TerraFirma specializes in creating beautiful outdoor spaces that harmonize with the natural surroundings. Their services include hardscaping, landscape design, installation, drones, maintenance, and eco-friendly solutions for both residential and commercial properties.

Execution:

Designed a logo that reflects their commitment to nature and expertise in northern landscaping. They wanted a design that would convey the expertise and ruggedness behind their business and be versatile enough to use across various marketing materials, from business cards, apparel and vehicle decals.

Overview:

Omnify Lighting (formerly Dynamic Lighting Company) is a visionary company specializing in innovative lighting solutions for commercial and residential spaces. With a focus on sustainability, efficiency, and cutting-edge design, Omnify aims to revolutionize the lighting industry by offering state-of-the-art products. They desired a cohesive visual identity that would reflect their commitment to innovation, sustainability, and superior design. Additionally, they sought to differentiate themselves in a competitive market and appeal to both B2B and B2C audiences.

Execution:

• Designed a modern and sophisticated logo that symbolizes innovation and illumination. The logo incorporates abstract shape suggestive of the RGB colour space, emphasizing Omnify's focus on lighting solutions. Selected a clean and elegant typography to convey professionalism and clarity while ensuring readability across various mediums.

• Created a suite of branded collateral including business cards, letterheads, and various office stationaries maintaining consistency with the established visual identity. Developed packaging designs for Omnify's product line, incorporating eco-friendly materials and minimalist aesthetics to align with the brand's sustainability ethos.

• Designed branded templates for presentations and sales materials, providing cohesive assets for customer interactions as well as educate customers about the company's commitment to sustainability and innovation.

The Star Media Group (SMG) implemented a comprehensive mobile and tablet advertising strategy to capitalize on the growing digital landscape. Recognizing the shifting trends in consumer behavior towards mobile devices, the media group strategically tailored its advertising offerings to target users on these platforms effectively.

Through innovative ad formats, personalized targeting capabilities, and seamless integration within mobile and tablet content, the Star Media Group aimed to provide advertisers with highly engaging and impactful opportunities to reach their desired audiences. By leveraging data analytics and audience insights, it ensured that advertisers can maximize their ROI by delivering relevant messages to the right users at the right time.

With this mobile and tablet advertising initiative, the Star Media Group reaffirmed its commitment to staying at the forefront of digital advertising trends while offering advertisers a compelling avenue to connect with consumers in the ever-evolving digital landscape. Clients included Puma Store, Kraft, Motts Clamato and Sunwing among many others.

Overview:

American Body Building (ABB) magazine ads are strategically crafted to inspire individuals to unlock their maximum potential through performance-oriented fitness products and supplements. These ads feature elite athletes and fitness enthusiasts showcasing their exceptional physical prowess, emphasizing the transformative power of ABB's range of products.

Execution:

Each ad strategically highlights the performance benefits of ABB supplements in a tongue-in-cheek manner, including enhanced strength, endurance, and muscle recovery. Through captivating imagery and persuasive language, the ads communicate a compelling benefit, inviting readers to “Fuel Your Flex”. The main driver of the ads is to become an Amazon Prime member and purchase these products exclusively online.

Overview:

Dr. Scholl's is a leading foot care brand aimed to raise awareness about the discomfort and inconvenience caused by blisters, particularly among women who often wear uncomfortable footwear.

Execution:

The primary objective of the "Blister Sister" campaign was to engage with female consumers and create a sense of community under the hashtag "Blister Sister," focusing on platforms popular among its target demographic, particularly Instagram. Brand ambassadors, dubbed "Blister Sisters," engage with participants, further humanizing the campaign and reinforcing the sense of community.

Overview:

Fresh Island Greenz is a small Freight Farm outfit located on Parry Island, dedicated to providing fresh and locally grown greens to the community. This setting not only offers a distinctive proposition of locally grown produce but also presents an opportunity to capitalize on the island's natural beauty and community spirit.

Execution:

Logo Design: The logo incorporates elements that symbolize freshness (e.g., vibrant green color palette, leaf motifs) and aims to convey a sense of grassroots connection to the community.

Brand Messaging: Clear and concise messaging focusing on freshness, locality, and sustainability was developed to resonate with environmentally-conscious consumers. “Lettuce Feed You” is a playful tagline affixed to all communication channels.

Communication Channels: A multi-channel approach was adopted, including social media, website, local events, and partnerships with local businesses and farmers' markets, to communicate the grass roots brand story.

Overview:

Colgate, a leading global brand in oral care, introduced a new line of fruit-flavored toothpaste specially designed for children. With a focus on making oral hygiene fun and appealing to kids, Colgate aimed to create awareness and drive sales for its new product through a targeted advertising campaign. Specifically, the campaign aimed to highlight the product's unique features, such as its appealing flavors and effectiveness in maintaining children's oral health.

Execution:

Colgate devised an outdoor advertising strategy centered around transit shelters located in high-traffic areas near Shoppers Drugmart, dentist offices etc. The campaign featured vibrant and colourful ads showcasing happy children with Colgate Kids Fruit Flavoured Toothpaste, accompanied by the tag “A Smile For Life”. By associating toothbrushing with fun fruit flavours, Colgate aimed to instill positive oral care habits in children from a young age.

Overview:

Yitz's Deli is nestled in mid-town Toronto, it was founded in 1972 by Yitz Penciner. It’s a culinary gem known for its authentic Jewish delicacies. Over the years, Yitz's has become a beloved institution in Toronto's food scene, attracting locals and tourists alike.

Execution:

Yitz's Deli doesn't just serve up Jewish comfort food; it also serves up a healthy dose of humour in its newspaper ads. The ads highlight menu favourites, from towering pastrami sandwiches to Jewish staples like matzo ball soup. Yitz's knack for combining great food with a great sense of humour has been their hallmark.

Overview:

Ontario Lottery and Gaming Corporation (OLG) sought to innovate its marketing strategy for Instant Bingo, a popular lottery game, by leveraging transit shelters as a medium to engage customers during the holiday season. OLG aimed to increase brand visibility, drive foot traffic to retail locations, and ultimately boost sales of Instant Bingo tickets.

Execution:

Design transit shelter displays featuring holiday themes such as Christmas, Valentine's Day and St Patricks Day to drive engagement. The holiday-themed transit shelter features were strategically installed in high-traffic areas across Toronto, including urban centers, shopping districts, and transit stations. OLG tracked engagement metrics such as foot traffic in retail locations and sales of Instant Bingo tickets during the campaign period.

Overview:

By the early 2000’s, East Side Mario's was perceived as outdated and struggling to attract younger demographics and wanted to abandon its “Badda-Boom-Badda-Bing” lexicon and focus on their new positioning “A Taste of Little Italy”. In response to these challenges, East Side Mario's undertook a comprehensive rebranding effort aimed at modernizing its image, the rebranding strategy focused on the following key elements:

1. The company updated its logo and overall visual identity to convey a more contemporary and vibrant image. This included redesigning signage, menus, and promotional materials to align with the new brand aesthetic.

2. A revamped menu featuring a wider variety of Italian-American dishes with a modern, healthier twist.

3. The restaurant chain invested in renovating its locations to create a more inviting and trendy atmosphere.

Execution:

The rebranding efforts proved to be successful for East Side Mario's, resulting in several positive outcomes. The revamped brand image and menu offerings attracted new customers, leading to a noticeable increase in foot traffic across East Side Mario's locations. The rebranding efforts helped improve the overall perception of East Side Mario's among consumers along with a boost in revenue.

Overview:

The St. Andrews Charity Ball is an annual fundraising event organized by the St. Andrews Society, aimed at supporting various charitable causes. With its rich tradition and commitment to philanthropy, the event holds significant importance within the society and the wider community.

Execution:

Its elegant design and symbolism effectively captured the essence of the St. Andrews Charity Ball, fostering a sense of unity and purpose. The logo became the centerpiece of the event's branding, featured prominently on promotional materials, tickets, and social media platforms. Its versatile design allowed for seamless integration across various mediums, maintaining a cohesive visual identity for the event. Furthermore, the logo played a vital role in enhancing the event's recognition and attracting sponsors, donors, and attendees, ultimately contributing to its success in raising funds for charitable causes year after year.

Overview:

Panasonic sought to promote its new smart speaker integrated with Google Assistant technology. The objective was to create awareness, generate interest, and drive consumer engagement through strategically crafted banner ads across digital platforms.

Execution:

Banner design featuring the sleek Panasonic Smart Speaker highlighting its functionality and integration with Google Assistant. Concise and persuasive copy emphasizing the speaker's key features, such as smart home connectivity and superior sound quality. Strategic placement of banner ads on websites and apps frequented by the target demographic, including tech blogs, lifestyle magazines, and smart home enthusiast forums.

Overview:

The Duke Heights Business Improvement Area (BIA) seeks to revitalize its brand identity through a new logo design that encapsulates the dynamic spirit and diverse community within the Duke Heights neighborhood. The primary audience for the Duke Heights logo includes local businesses, residents, visitors, investors, and stakeholders interested in the growth and prosperity of the Duke Heights neighborhood.

Execution:

1. Establish a strong visual identity: Create a memorable logo that reflects the unique character and values of Duke Heights while fostering a sense of community pride.

2. Enhance brand recognition: Develop a versatile logo that can be easily recognized across various mediums, including digital platforms, signage, and promotional materials.

3. Reflect diversity and inclusivity: Capture the multicultural essence of Duke Heights and celebrate the vibrant mix of businesses, residents, and cultural influences within the area.

4. Promote economic growth: Contribute to the economic development of Duke Heights by enhancing its brand image and attracting investment, visitors, and new businesses.