Strategy

Booktrack Visual Identity (Project)

Booktrack is the ebook brand with a twist. Every book available on the platform has its own original soundtrack; score and sound effects that sync to your reading speed while you read. More engaging than audiobooks, a new spin on traditional reading experiences, Booktrack is a new entertainment medium that enables people to read, create…

Evolving the Graphic Creation & Evaluation Process (Project)

How does a leading winter sports brand develop internal systems to improve its connection with an increasingly global audience? That’s the position French sports equipment manufacturer Salomon found themselves in, particularly in the Alpine category. Despite efforts to engage stakeholders and mine as much relevant data as possible, a chasm between the brand and it’s…

Re-branding Mr. X (Project)

MR. X is an award-winning Visual Effects company that thrives on crafting creative solutions to seemingly-impossible scripted moments in film and television. The team has a long, long list of credits including some of our favourites Pompeii, Robocop, Noah, Vikings, Fight Club and Pacific Rim. Starting with our strategic team, we developed new brand positioning and then…

Reinventing Second Cup (Project)

How does an iconic Canadian brand strategically reinvent itself in the face of extreme competition? In 2014, after nearly four decades of business, Second Cup was faced with an emerging reality: it was an aging brand in a crowded marketplace with consumers steadily trending away from its offering. The company realized it was losing relevance…

Under Construction: A Blueprint to Glamour (Project)

Our relationship with Square One, the largest shopping centre in the West GTA, started 2 years ago when we took on the full rebrand to help position Square One as a premiere fashion destination. With extensive renovations underway at Square One, the challenge was to embrace the development and to build anticipation to the high end…

SecurU (Project)

SecurU is a residential & commercial security services business in Ontario. The security services category is a highly commoditized market and as a result, SecurU was having a difficult time standing out in a competitive landscape awash with shields, locks and the colour blue. SecurU tasked Jacknife with providing the brand with a foundation that…

Georgian Partners Branding (Project)

Toronto venture capital firm Georgian Partners needed a new look. The firm’s branding was unrepresentative of its organizational spirit and its mission: to help finance vibrant start-up and enterprise software successes, like Shopify and Vision Critical. Analysis of analytics data revealed that most visitors to the site arrived via name-searches for team members, so their…