SERVICES
Brand Discovery
Brand Definitions
Naming
Identity Design
Signage & Construction Hoarding

CHALLENGE
The Oxford Property Group was looking to reinvigorate two of their Shopping Malls at Square One and Upper Canada in Ontario. With the increasing popularity of urban food markets worldwide Oxford saw an opportunity to pioneer this concept within a shopping centre. A concept that includes a demonstration kitchen, special cooking events as well as best-in-class local merchants and first-to-market eateries that enhance the overall shopping centre experience.

The two locations had similar market concepts but required a name that was unique to each location yet contained some common visual elements.

SOLUTIONS
COURAGEOUSb began with a facilitated full day visioning workshop that united marketing teams from Oxford Properties Group, Upper Canada Mall and Square One Mall so stakeholders could share perspectives, ideas and goals and ultimately find a unified vision for the concept and what makes it unique.

Following the workshop, insights were leveraged to develop two distinct names and a series of brand definitions that would drive each concept. The brand language then inspired the final wordmarks.

Market & Co. - Upper Canada Mall, Newmarket, ON has 40,000 square feet devoted to all things culinary. A food experience like no other—it mixes exceptional fresh food offerings with the tradition and authenticity of merchant-style city markets. Market & Co. is a combination of your local baker, seafood market, produce, juicery and restaurants all rolled into one curated market and gathering place. There's also an event space and demo kitchen for tastings and cooking classes.

The Food District - Square One Mall, Mississauga, ON stretches over 34,000 square feet.

COURAGEOUSb also created the primary exterior building signage and construction hoarding for Market & Co.

RESULTS
Market & Co. had over 1 million visitor within their first year, September 2018 to 2019.

TESTIMONIAL
"Thanks so much for leading the branding exercise for both market projects. We really appreciate all of your guidance and cooperation. We are extremely satisfied with the final outcome and feel we accomplished all of our goals and objectives."
- Glenn Green, former Vice President, Restaurant and Entertainment Leasing, Oxford Properties Group

SERVICES
Brand Discovery
Brand Definitions
Naming
Identity Design

CHALLENGE
A long time Staff Coach and Head Coach for West Vancouver Football Club Ravi Fisher was ready to start his own soccer training academy. Ravi asked COURAGEOUSb to help him with defining his brand, naming the company and creating a visual identity so he could kick-off his training business.

SOLUTIONS 
The process started with a series of in-depth interviews and brand positioning exercises. These insights helped inform a set of unique brand definitions which were then used to inspire the graphic identity, colour theory and supporting visual assets.

Ravi’s name was known in the soccer community and was therefore used in the company name for quicker awareness. Adding 1ON1 helped to reinforce Ravi’s personalized training solutions.

Inspired by Ravi’s passion for ‘the beautiful game’ the graphic identity integrated the proportions and graphic lines of the soccer field with Ravi’s initials. A distinct monogram like mark could be used on training gear, water bottles and promotional materials and help communicate the brand and generate awareness.

TESTIMONIAL
“Andy, thanks again for everything that you have done, I couldn't be happier with the way everything has turned out!”
- Ravi Fisher, Owner

SERVICES
Brand Discovery
Brand Definitions
Naming
Identity Design
Website
Marketing Materials

CHALLENGE
To establish a brand platform and communication strategy that positioned Craig Beere, an industry veteran lumberyard sales man, and the new Beere Timber Company as the go to supplier for all high end timber related products and services. 

SOLUTIONS 
- an immersive brand discovery process that led to not only core brand definitions but also naming the business.
- brand definitions that inspired an ever growing collection of visual communications used to market their services internationally.
- ongoing advertising in magazines and customer specific publications.
- a wide range of branded promotional items from measuring tapes and tools to t-shirts for onsite exposure and top of mind awareness.
- a website with detailed case studies featuring projects from around the world and in collaboration with some of the top architects and builders in the world.

RESULTS
- a sustainable business model that has allowed the company to weather challenges from the lumber trade, economic downturns, sustainable forestry issues and the ever changing US dollar.
- a collaborative relationship that has lasted for over ten years and included onsite strategic consulting on a variety of issues including HR, staffing and internal culture.
- additional research and development into new ventures in the craft beverage industry and furniture.

ADDITIONAL CREDITS
M. Rowlands - strategy and copy support

TESTIMONIAL
"Your professionalism, friendship and unconditional support of our brand and business growth have been invaluable and greatly appreciated over the past decade."
- Craig Beere, Owner

SERVICES
Packaging Design
Identity Design
Web Design
Marketing Materials
Event Materials

CHALLENGE
To create premium memorabilia packaging and promotional solutions for various large sporting organizations and events, including: 2010, 2012 and 2014 Olympic Games and the University of California among others. 

SOLUTIONS
- Unique and memorable packaging designs that stand out.
- Execution required in depth understanding of complex brand platforms and included working towards design approvals with not only the client but also brand managers from the various co-operative relationships. 
- Due to the very intense 2 week Olympic Games window work needed to be executed quickly and accurately.

RESULTS
- Our packaging solutions for the 2010 Olympic Games surpassed all Olympic 2010 sustainability standards.
- According to Todd Brunel, partner, sales of the collector 2010 Olympic race bibs "exceeded all sales projections".
- Results from the 2010 Games also helped the client secure exclusive partnerships for the 2012 and 2014 Olympic Games.
- Piece of the Podium was featured on CTV.

ADDITIONAL CREDITS
S. D'Souza - design and production support

TESTIMONIAL
"I would like to personally acknowledge Andy for all of his efforts on the Alexander Ovechkin event held at the Bay Vancouver Downtown on Dec. 17, 2009. Andy was responsible for creating all of our newspaper advertisements, marketing materials and event pieces. Your dedication and speed in which you have executed all of these creative pieces has been amazing.
Thank you on behalf of the Bay Vancouver and Home Office."
- Daniel Rozak, Activation Manager – Olympics, Hudson's Bay Company

SERVICES
Brand Definitions
Design
Website
Marketing Materials

CHALLENGE
Retained by the Joey Restaurant Group to salvage a brand development project that had gone sideways. Work began with only a partial logo design completed and no brand platform. The brand was foremost in need of a solid brand definition. Working with OPM's concept leader and his team a fresh, bold and vibrant brand was articulated and then applied to a large collection of brand communication materials helping OPM's Asian-fusion concept open to rave reviews.

SOLUTIONS
- crafted brand definitions that outlined the core driving values and value proposition.
- a brand communication strategy that introduced and communicated the restaurant's premium-casual experience and pioneering spirit.
- unique and memorable rickshaws to escort guests to and from their vehicles.
- music CDs designed to allow guests to take the OPM experience home.
- direct mail campaigns to nearby residential communities to drive awareness and traffic.
- a website that functioned primarily for customer feedback.
- detailed brand standards which broke the OPM environment into three distinct experiences - dining, cocktail lounge and take out, each with a unique colour theory and icon system.
- custom beer labels featuring Big Wang—part Buddha, part sumo wrestler, part samurai and part Fu Manchu.

RESULTS
- lineups out the door for weeks after soft opening.
- award winning menu designs.
- industry eclipsing statistics for revenue and service.

ADDITIONAL CREDITS:
M. Rowlands - strategy & copy support

TESTIMONIAL:
“Andy’s work is outstanding. I don’t hesitate to call on him frequently, and he always exceeds my expectations with his work, just as we always aim to exceed the expectations of our guests.”
- Glenn Green, Director of Real Estate & Development, Joey Restaurants

SERVICES
Brand Definitions
Design
Marketing Materials

CHALLENGE
To develop a consolidated creative strategy for the 2005 season that would position Ryders as the best value eyewear for sports enthusiasts against competition from Oakley, Nike and Smith.

SOLUTIONS 
- a concept built around Ryders amateur sponsored athletes and their 'Story'. What motivates and drives each athlete to be their best in their sport from surfing to mountain biking, skiing and more.
- definitions and driving values of the Ryders brand.
- catalogs with 5 unique covers and produced in 3 languages
- Ads for Powder, Outside and Bike magazines

RESULTS
Helped Ryders aggressively push into the valuable US market for the first time.

ADDITIONAL CREDITS
M. Rowlands - strategy and copy support
P. Eller - design and production support

SERVICES
Brand Definitions
Naming
Identity Design
Website
Email Marketing

CHALLENGE
To define and design the essence of Celine Interiors Inc by capturing the fiery and charming personality of its principal and namesake Céline Pitre in its language and visuals.

SOLUTIONS 
- a clean and simple identity with a hit of energy and vibrancy as derived from the brand definitions.
- a collection of collateral material to promote the firm’s years of experience and professional services.
- a website in its second iteration that is now mobile, tablet and desktop compatible and that allows the team at Céline Interiors Inc to easily manage blog posts and future updates or changes while establishing stronger search engine rankings.

RESULTS
- increased awareness through an ongoing Cnote enews campaign.
- increased leads through web inquiries.
- a website that can be updated with relevant portfolio work as needed for client specific presentations.

ADDITIONAL CREDITS
J. McFaul - web development
A. Potter - project management
D. Upton - copywriting

TESTIMONIAL
"Thanks so much for all your work . May this have a positive impact on my business and yours."
- Céline Pitre, Owner

SERVICES
Brand Discovery
Brand Definitions
Naming
Identity Design
Marketing Materials

CHALLENGE
To define the Paul McCallum brand. A multi-facetted individual who was at the peak of his CFL career but also wanted a brand that would transition him into a career after football in real estate and investments.

SOLUTIONS 
- in-depth brand discovery process with stakeholders.
- detailed brand definitions document that outlines his core brand attributes and value proposition.
- a logo design that borrows from his life long jersey number '4' and that of a football goal post with a tagline that reinforces Paul's process before a kick and philosophy in life - aim, commit and follow thru.
- a collection of communication materials to market his football accomplishments but also market his future real estate career as a part of Team McCallum Realty.

RESULTS
- a brand that allows Paul to showcase and leverage his football accomplishments and gain additional sponsorship.
- a real estate image that stands out from others and speaks to the unique experience of working with a Grey Cup champion realtor.
- a well defined brand and cohesive collection of communication materials helped Paul begin a cross-Canada fundraising event for Kids Sport that allowed him to make a difference for kids but also create brand awareness for his future philanthropic initiatives.

ADDITIONAL CREDITS
Shinead D'Souza - design & production support

TESTIMONIAL
"Wow!!!!!  I love it!  Go ahead with whatever you need to do. "
- Paul McCallum, multiple Grey Cup Champion and future CFL Hall of Fame kicker

SERVICES
Brand Definitions
Identity Design
Website
Marketing Materials

ADDITIONAL CREDITS
M. Rowlands - strategy & copy support
E. Bayley - design & production support

The following brand identity designs range in scope from logo design only to complete brand discovery, definition and identity design. Organizations range from professional services, restaurants, sports, technology and pro-bono.

Additional Credits
M. Lopez - Sierra
S. D'Souza - Quantum, Hearing Station