Strategy

Now that technology distribution has virtually touched every industry, how resilient is your company’s brand? (Journal)

by Cameron Wykes, President at Jacknife Design Inc. When I ask prospective clients to name three of their brand engagement touch points, without fail, they start naming advertising initiatives. It was my wise friend Will Novosedlik who said that “engagement comes from the interaction with a brand, not the ad… and all you should expect…

Branding a Challenger (Project)

As Jacknife began work with TruShield, a small business insurance provider, we immediately came to understand the challenges of the emerging brand operating in a noisy, highly commoditized market. The existing brand needed an overhaul to create a more appealing, consistent and systematic offering if it hoped to cut through the clutter to attract new…

For Better Living. (Project)

It’s been a banner time for advocates of medical cannabis. Federal legislation created a new market essentially overnight triggering a ‘green rush’ in the Great White North. Despite the legal status of the category, a lingering stigma surrounding marijuana had many of the early entrants trying to legitimize their place in the medical community. A…

Elevated Office Solutions (Project)

Tayco is a leading office solutions provider who needed to demonstrate a more progressive, innovative brand expression to stand out in a crowded landscape. Tayco has always offered great value for customers, but were perceived in the market at a “Tier B” brand. The ask was to build greater awareness with key influencers while starting…

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…