Projects

United Way Alberta Capital Region

September 27th, 2024

United Way Alberta Capital Region

Unifying a brand: Changing lives by amplifying United Way’s message throughout the region.

Opportunity

United Way Alberta Capital Region has been changing lives in the community by engaging passionate changemakers since 1941. To better move United Way’s message forward and increase the impact and awareness of their work, there was an opportunity to consolidate and rework the brand, as well as update brand materials and the website for a more united feel.

Approach

With a longstanding and well-established presence, United Way Alberta Capital Region provided a solid foundation for our work. We started by assessing their existing assets, identifying opportunities to better align them with their goals and tailor them to each audience. In every project and campaign, zag took a strategic, purposeful approach to ensure the right messages reached the right people, delivering maximum impact.

Execution

United Way Alberta Capital Region partnered with zag for our ability to create a unified, cohesive brand experience across every touchpoint. Whether it was designing campaign brochures, revamping the website, or crafting an in-person activation, we ensured each piece of communication worked together to tell a consistent and compelling story. Every asset was developed not only to perform individually, but to reinforce the overarching narrative and strengthen the brand’s impact. Our work for United Way Alberta Capital Region includes:

Campaigns

Fall/Winter 2023 – Change campaign
- Media buy
- Campaign concept and creative
- Installation at West Edmonton Mall
Spring/Summer 2024 – All in for Youth campaign
- Campaign centered around vulnerable youth
Fall/Winter 2024 Campaign
- Donation focused with a push for Giving Tuesday
Always On Campaign
- Seasonal spirts that pop up certain times of year for a push

Collateral/One-Offs

Campaign and corporate brochures
Postcards
Printed annual report
Ads for Business in Edmonton magazine

Website

Creating new pages
Website restructure plan
New sitemap
Increase functionality
Backend web maintenance and updates
Infographics for Annual Report web page
Campaign landing pages

Results

Our work for United Way Alberta Capital Region has gone beyond just enhancing their website’s user experience and creating a more unified brand presence. We developed collateral and campaign assets that speak in a consistent, impactful voice, ensuring alignment across all touchpoints. These efforts have significantly amplified their messaging, helping to drive measurable results.

Through strategic updates and ongoing campaigns, zag is proud to support United Way’s mission to build resilient, connected, and thriving communities.

Measurable campaign results include:

Fall/Winter 2024 – Change campaign

Out-of-Home | 4.1MM+ total impressions
968K total digital impressions
WEM Activation | ~600,000 – ~850,000 visitor impressions | Active Nov 27 – Dec 3

Spring/Summer 2024 – All in For Youth campaign

$38,293 raised
4.14 million digital impressions
2,628,876 radio impressions

With these successful campaigns and ongoing initiatives, zag is honoured to continue driving impactful results for United Way Alberta Capital Region.

Give for Good

August 29th, 2024

Give for Good

A new brand identity for a new way to give: Crafting a look and feel for Give for Good as they can connect donated items to those who need them most in our community.

Opportunity

Give for Good is an initiative by United Way Alberta Capital Region and was set to reshape charitable giving with its new innovative web-based application. The challenge was to establish this new platform as a trusted and dynamic tool for direct donations, enhancing both the act of giving and its impact. Our mission was to create a powerful brand identity that resonated deeply with users and fostered a community of generosity.

Approach

We embarked on a comprehensive branding journey to craft a compelling identity for Give for Good. From developing strategic campaign visions to creative recommendations and media plans, we laid the foundation for a robust marketing strategy. Our goal was to infuse every aspect of the campaign with the essence of “Changing lives by changing the way people give,” ensuring a strong connection between givers, agencies, and sponsors.

Execution

Guided by the concept of a “collage,” we designed a campaign that reflected the unity and diversity of the Give for Good community. Visual elements were created to echo this metaphor, showcasing how individual contributions came together to form a larger picture of support and hope. Our suite of assets included a powerful video, engaging social media posts, and informative postcards, all aligned with the distinctive Give for Good identity.

The online platform itself was designed to simplify and enhance the donation experience, making it effortless for users to connect and contribute. Every element—from the logo to the campaign’s playful icons—was meticulously crafted to support and amplify the core message of compassion and community.

Results

The branding and marketing initiatives are successfully positioning Give for Good as a vital and trusted platform in the charitable sector. The campaign’s cohesive and visually appealing assets are not only increasing awareness but also driving user engagement and support.

As we move towards scaling the initiative locally and provincially, the foundation laid by our strategic and creative efforts promises to foster a thriving community of givers and partners, transforming goods into good deeds.

Mettra

August 22nd, 2024

Mettra

From roots to remedies: Developing a brand that blends precision with community warmth.

Opportunity

Mettra, a brand under Pharmacy Brands Canada, was set to redefine its brand with a fresh, innovative approach. The challenge was to create a brand identity that seamlessly blended healthcare precision with an organic, community-centred feel. With many locations planned for rural and small communities, Mettra needed to communicate its commitment to holistic care, precision, and balance in a way that resonates deeply with its diverse demographic, primarily individuals aged 40-75.

Approach

We dove into the branding process with enthusiasm and a clear vision. Our mission was to craft a brand identity that was energetic, minimal, friendly, and authentic. We needed to balance precision and warmth, creating a brand that could speak to both the technical aspects of healthcare and the nurturing side of community care.

Our strategy was to infuse every element with Mettra’s essence, ensuring that the brand would connect powerfully with its target audience.

Execution

Inspired by the concept of an organic plus sign and the symbolism of leaves, wellness, and health, we designed a logo that visually represented Mettra’s core values. The logo’s harmonious geometry features overlapping lines that form a leaf and pill-like shape, integrating a flower-like symbol with a cross in the negative space to signify health and well-being.

The branding elements we developed included:

Logo Variations: Several logo formats, such as the full-colour logo, reversed logo, and pharmacy-specific logo, are available to ensure versatility across different applications.

Tagline: “Here for Life” to emphasize Mettra’s commitment to supporting its patients throughout their journey.

Colour Palette: A selection of colours that evoke feelings of wellness, nature, warmth, and community, including greens, golds, and oranges.

Icons and Patterns: Custom icons and patterns that draw on natural and organic motifs, reinforcing the brand’s connection to health and vitality.

We also focused on integrating photography that captured genuine moments of people interacting with nature, embodying the brand’s commitment to authentic and holistic care. This included candid shots of diverse individuals engaged in everyday activities, enhancing the brand’s friendly and compassionate persona.

Results

Mettra’s new branding has successfully established it as a vibrant and approachable presence in the pharmacy sector. The combination of energetic, minimalistic design with a warm and friendly tone has resonated well with the target demographic.

The visually appealing assets—ranging from the logo and colour palette to the engaging photography—foster a strong sense of community and highlight Mettra’s unique approach to healthcare.

As Mettra continues to roll out its locations in rural and small communities, the strategic and creative foundations promised to support its mission of providing balanced, holistic care with precision. The brand is well-positioned to build lasting connections with its patients, turning everyday interactions into meaningful moments of care and support.

Boyle Street

August 22nd, 2024

Boyle Street Community Services

Building with Boyle: A powerful community campaign with a goal of raising $28.5 million to build okimaw peyesew kamik | King Thunderbird Centre.

Opportunity

To better serve the community, Boyle Street Community Services recognized the urgent need for a dignified space that offers belonging and healing not just today, but for generations to come. They set out on a mission to raise $28.5 million for building a new facility, aiming to generate substantial community support and financial contributions with the help of a transformative marketing campaign.

Approach

This project involved a comprehensive marketing campaign featuring a dynamic creative concept, impactful key messaging, a sleek landing page, and more. Our approach included crafting standout creative assets and collateral, managing media budgets, and scheduling a meticulously planned campaign to be rolled out in phases.

Execution

We began with a solid foundation of an impactful campaign name: #BuildWithBoyle. The campaign included designing compelling one-pagers, an engaging landing page for donations, social media campaign, newsletters, press releases, media walls and more, that highlighted Boyle Street’s mission. Our team ensured that every element—from the landing page to the creative assets—worked in harmony to rally support and encourage community involvement while keeping those that Boyle Street serve at the core.

Results

The Build with Boyle campaign met their goal of raising $28.5 million while also generating significant community support. The campaign successfully engaged community sponsors and high-profile donors through the strategic messaging and media buys, and the integrated marketing efforts effectively showcased Boyle Street’s impact, helping to build a strong community and drive the campaign’s success. This campaign stood the test of time and has now transformed into a longevity campaign for hope and to maintain the funding required for facility upkeep: the Build With Boyle Legacy Campaign.