Strategy
Crumps’ Naturals Rebrand (Project)
Crumps’ Naturals wanted to update its brand identity and packaging for its line of dog treats. Jacknife was invited to develop a new identity treat bag with a new identity and help establish the brand as a premium provider of products that nourishes the whole dog – physically, mentally, and emotionally. The brand’s visual world…
Alphabyte Rebrand (Project)
As a data analytics business, the brand and site content can seem dry and overwhelming. Our challenge was to “Simplify the Complex” with a new design system and website that was more approachable and better expressed their values and services. Our visual and content solution was designed to demonstrate Alphabyte Solution’s proven expertise, human connection,…
Inniskillin Rebrand (Project)
Founded by Karl Kaiser and Donald Ziraldo in 1975, Inniskillin is Canada’s original estate winery and industry pioneer. Established in Niagara On The Lake, the name is derived from the famous Irish regiment, the Inniskilling Fusiliers, and rooted in a history of making the impossible, possible. The now-iconic brand had accomplished the unthinkable bringing Canada…
Georgian Rebrand (Project)
Toronto venture capital firm Georgian Partners needed to update their brand and came to Jacknife—for a second time. We were first introduced to the team years before with a quest to better introduce their brand to promising growth-stage prospects by speaking their language and catering to their online habits. While having grown significantly since the…
Laurentis Rebrand (Project)
Canadian Nuclear Partners (CNP) is a commercial subsidiary of Ontario Power Generation (OPG), servicing the needs of and providing industry-leading solutions to the power generation and energy sector on a national and global scale. Working in partnership with The Hive, Jacknife was engaged to help push the brand forward in preparation for future growth. Comprised…
Green Door Project Branding (Project)
Green Shield Canada (GSC) is a different kind of health benefits company. Their mission is simple: make it easier for people to live their healthiest lives. Delivering on this, they established an oral healthcare advocacy and awareness initiative and asked Jacknife to develop the brand positioning, logo, identity system, brand standards and launch video for…
MDA Rebrand (Project)
Founded in 1969, MDA is Canada’s leading space technology company with decades of experience developing custom technology solutions like the Canadarm family of space robotics for the US Space Shuttle program and the International Space Station and three generations of RADARSAT Earth observation satellites. Returning to Canadian control as a private, independent company headquartered in Canada, MDA…
Rilli Brilli Brand & Launch (Project)
Canada’s largest wine producer, Arterra, came to Jacknife to develop new product concepts for hard sparkling sodas as part of their first foray into the ready-to-drink (RTD) category. Working with consumer data and segmentation reports, we understood that our target consumer for one of the products was largely women in their mid-20s to mid-30s with optimistic…
Good Supply Branding (Project)
Jacknife was tasked with creating a recreational cannabis brand for a well-informed, enthusiast audience. From our research, we identified that in contrast to all other segments, these smokers have the greatest amount of knowledge and experience in the category. As the highest proportion of current users (and the highest spenders), they have the most experience…
Woolwich Dairy Rebrand (Project)
Woolwich first came to us to improve its on-shelf brand presence: the challenge arose because products were spread across three in-store areas, with no cohesive look or continuity across SKUs. The ask was to re-name the brand and re-design its entire identity, including the creation of a strategic brand platform, packaging, promotional materials, web presence,…
Inagene Branding (Project)
The team at Inagene approached us to help them position a new pharmacogenetics brand that, led by renowned scientists and experts in the space, makes it easier for patients and physicians to find the safest and most effective pain management options through a comprehensive genetic test. Because Inagene had to speak to two distinct types…
RIFF Branding (Project)
Jacknife was challenged with developing a recreational cannabis brand for a younger, more urban, and highly creative demographic—who is also highly resistant to traditional marketing and has a great BS radar. So we created RIFF: a platform revolving around creativity, collaboration, and pushing boundaries. After getting to know our audience, we fully immersed ourselves in…
Solei Branding (Project)
Aphria, one of the largest Licensed Producers of cannabis in Canada, had approached Jacknife to create its first recreational cannabis brand. Working with consumer data and segmentation reports, we quickly understood that our target consumer—largely suburban women who still held some stigma about cannabis—needed a cannabis offering positioned like a true CPG brand that they…
General Assembly Branding (Project)
When the founder of a new fast, casual and gourmet pizza restaurant set to open right across the street from us approached Jacknife to help brand his new venture, we were all in. The vision for what became General Assembly aimed to celebrate the art of hand-crafted food thoughtful design while embracing the power of technology. As…
Toronto Football Club Branding (Project)
For anyone living outside of North America, football is as much the fabric of everyday life as death and taxes. But while it enjoys a long history of success globally, repeated attempts to bring “the world’s game” to North America had been unsuccessful. In early 2006, Maple Leaf Sports and Entertainment announced their intention to…
Meet the Coach Campaign (Project)
Through our on-going work with TruShield, a Canadian small business insurance provider, we developed an evolution of our advertising efforts by creating a fun series of pieces featuring The Coverage Coach. The Coach is an enthusiastic mentor for a class of small business owners and he’s on a mission to make sure they’ve got their…
IGNITE – Empowering Students’ Union (Project)
Humber Students’ Federation, a student-led organization operating in the sphere of student life at Humber College and sister university Guelph-Humber, came to Jacknife with a mission for a complete rebrand. Despite high favourability and job approval ratings from the student body, the HSF brand suffered from an institutional visual identity and name that, in the…
Evelo Biosciences Branding (Project)
With the need to reach elite investors, the team at Evelo had tasked Jacknife with crafting a strong strategy and visual identity for the next wave of their brand. The ask was to help elevate the brand and to tell the story of the change that’s coming in the market—and how Evelo is leading that…
Aphria Medical Branding (Project)
In the process of working on several recreational brands for Aphria—a Canadian Licensed Cannabis Producer—we were tasked with helping re-focus and re-brand their Medical business as well. Our task was to give the Aphria Medical brand a more sophisticated, trustworthy appearance and brand positioning. We got to work by aligning on a strategy that makes…
8Plus – Architectural Hardware (Project)
8Plus, an architectural hardware supply and consulting agency, had approached Jacknife about a branding and positioning project that would refresh their current identity and position them as a market leader. We worked closely with the team to uncover business insights, goals, and competitive advantages that helped us create a strong positioning, and build a robust…