Branding

Tamarack Industries

_ABSTRACT

Tamarack Industries wanted to modernize their logo while still keeping the meaning of their brand story intact. The owner wanted a tree and a sun as symbols within the icon to signify the beginning of the company. The story is about a father and son relationship founded in the quiet moments of a sunset enjoyed at the Lake of the Woods. They both noticed at the same time, the sun on the horizon was setting and lighting up a lone tree on a rocky outcrop. This meaning of life has come full circle and is now the vision of this successful North American manufacturing company located in Winnipeg.

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Caption: The typography is reflected back into this logo from the sub-brands, Heat-King, Thawzall, and Heat Assault. The fiery orange and red colours are taken from the idea of the father and son looking out on the Lake of the Woods and noticing a lone tree during a brilliant sunset in late fall.  The colours are also very significant because Tamarack Industries “brings the heat” to construction sites. 

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Caption: The logo options include vertical and horizontal stacked versions to ensure proper logo usage when the mark needs to occupy different aspect ratios. Because of the gradient in the icon, there is a simplified version when one colour is used. 

_OUTCOME

The goal was to clarify the sub-brands where owned and operated by Tamarack Industries as the parent company. Before the rebrand, there were communication gaps between the business units. This has been visually solved in corporate communication by advertising the parent company Tamarack Industries, and the sub-brands in a logo garden to show the brand relationship.

_DVH


Thawzall

_ABSTRACT

Develop a brand from an existing family of mobile flameless heater trailers for the construction trade. The idea was to design a logo with an icon and connect it visually to Tamarack Industries, the parent company. The client had an existing logo they didn’t like but wanted to convey the idea of heat without using a stylized flame. The “heat camo,” is used as a graphic element to portray heat without the common visual metaphor of using a flame.

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Caption: The typography is a custom typeface created specifically for Tamarack Industries used for Thawzall and in the future, all sub-brands.

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Caption: The old Thawzall brand used flames and gradients to signify the generation of heat. The challenge was to create this idea of indirect heat because the product uses a flameless heat technology. The pattern called, “Heat Camo” came from the inspiration of looking into hot coals. The glowing embers pulse and glow.

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Caption: To capture the brand’s essence and some of the graphic elements, a mockup of a Thawzall TCH250 flameless zone heater was illustrated. It shows the placement of graphics for simplified alignment around the heater’s components. As a result of the redesign,  there are reduced costs in production and labour. The decal design now mirrors the quality of this heavy-duty design. 


U-Turn Parkinson’s

_ABSTRACT

The name is taken from the founder [MR. TIM HAGUE, SR] and his son’s experience in winning The Amazing Race Canada. During the show, competitors are given the opportunity to U-turn other racers with the intent of either slowing them down or eliminating them from the race. At U-Turn Parkinson’s they desire to slow the disease and not let it define a life.

Brand Strategy is the foundation upon which U-Turn Parkinson’s was built. It informs and guides the brand every step of the way. It defines who they are, who their customers are, and how they can differentiate us from other non-profit organizations.

The brand crafted the strategy based on knowledge and insight gained from within the organization and the diverse business backgrounds of the founding stakeholders. Capturing who they are and the vision of what they want to be, the strategy guides them along the journey to an inspired future to build the U-Turn Parkinson’s non-profit organization. Getting to know Tim, I realized he is active and was looking for a brand that spoke to his audience but was seen as an energetic brand. It’s all about living in a state of wellness: intellectually, occupationally, spiritually, physically, socially, and emotionally.

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Caption: a vertically stacked version of the logo shown in reverse

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Caption: a horizontal  version of the logo shown in full colour

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Caption: website user experience and colour pathway

_OUTCOME

Over a 6 month period, I worked with Tim Hague to produce all the brand elements including: visual identity, personas, photography style, voice & tone, messaging, social media strategy, and promotion. The brand strategy guideline contained all the necessary elements to activate the brand across all audience touch points.

Ultimately what I enjoyed about the project was how committed Tim was to supporting individuals impacted by Parkinson’s through a holistic approach to wellness. He believes health is an active process through which people become aware of, and make choices toward, a more successful existence. Great words to live by.

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Varafit

_ABSTRACT

The brand was developed to encourage a healthy lifestyle that is reflective of the quality of sleep you get. The Varafit name’s inspiration came from the spirit of yoga where inner peace is balanced with an active lifestyle. The product assortment selection of the program extended to three different comfort levels of soft, medium, and firm mattresses and pillows designed to fit the curvature of spine and neck.

The brand strategy was to create an in-store experience and a consultative sales approach where the correct fit is more important than price. We spend 1/3 of our life in bed, the cost of a mattress and pillow is an investment in maintaining a healthy lifestyle.

Varafit_00Caption: horizontal version of the logo shown in reverse

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Caption: a horizontal version of the logo shown in colour with photography style.

_OUTCOME

The product launch at Dufresne stories introduced the Dream Experience in-store sleep centre. As part of the brand, a new consultative sales approach and pressure mapping technology were developed to help customers find the perfect fit. Instrumental in the store design was environmental signage, a branded experience, and education developed in partnership with Kim Jeremic, a retail store design consultant.

The result was dramatic. A 30% increase in sales in the first six months, increased margin dollars per product, and a 100% increase in pillows: the result of a systematic sales approach.

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