The Mayor’s Task Force Report
on Homelessness

Peter Leeds promotion

Praxair newsletter

FedEx promotions

Horizon collateral

Lombard annual report

York Region annual report

FedEx courier cards

The Mayor’s Task Force Report on Homelessness

Dr. Anne Golden, the former president of the United Way of Greater Toronto, chaired this task force that was mandated to deliver an action plan offering solutions to the issue of homelessness in Toronto. She also chaired the Report of the GTA Task Force. Both documents were strictly factual, requiring simple type-driven layouts with charts and tables. They were supported by: CDs, letters, an executive summary and pocket folders, all designed to be cohesive and consistent. The covers provided the opportunity to be creative — within the limitations of a decision-by-committee process.
Back to top

Personal branding is based on the principle that success comes from self-packaging. Tom Peters’ Fast Company article ‘The Brand Called You’ broke new ground introducing this concept. Carried on the strength of the Peter Leeds personal brand, this educational two-CD package is targeted to new stock market investors. The Peter Leeds investment program offers a simple straightforward strategy delivered in a casual and informal presentation, underscored by Peter’s approachable nature. These qualities are reinforced in the imagery. The full package includes learning CDs, a brief guide, an online password authorization card and an invitation to further learning opportunities.
Back to top

Internal newsletters are great vehicles for disseminating important information in a traditional format to large audiences. Produced for industrial gas company Praxair, Topics was such an example. Topics featured articles regarding workplace safety, environmental issues and financial reporting. The large page size provided the opportunity to be generous with font treatments on headlines, to use blocks of colour for highlighting important information and to employ large halftones. Issue-by-issue, the newsletter’s colour changed, generating a bright range of hues!
Back to top

This ‘Win a Trip Anywhere FedEx Delivers’ promotion was targeted to FedEx customers to encourage them to use their neighbourhood FedEx Express Drop Box. Designed to look like an actual drop box, it included a brochure and FedEx-branded pen.

A recent sales blitz from FedEx focused on attracting new freight business — targeting heavyweight shippers. The unique giveaway - a shrink-wrapped 3” x 3” pad of paper on a miniature skid — created a great first impression, remained top-of-mind for users and was usable every day.
Back to top

As a provider of higher end, small-group holidays to the 50+ segment of the travel market, Horizon regularly produced product brochures, member newsletters and direct mail. Horizon continuously promoted travel products ranging from land and sea based tours to learning holidays at English universities, like Oxford.

When their stationery was refreshed, a bright red maple leaf was added to their re-drawn logo and an antique world map that evoked a sense of history and adventure became an ongoing visual element that crossed most printed material.
Back to top

Lombard Canada Ltd. is one of the oldest property and casualty insurance operators in Canada. They are committed to benefiting their customers and employees by providing innovative insurance products and personal customer service. Their annual report is an opportunity to tell their history which goes all the way back to a charter granted in 1782, report key accomplishments, detail their products for potential clients and brokers, and report financial statements for the year. For the past two years, Lombard has requested continuity in design and layout — building a sense of familiarity and consistency.
Back to top

This Annual Report always featured photographs of the Region’s committees — from Finance, to Works, to Planning, etc. The challenge every year was to be different. In this sample, a traditional double exposure was employed to great effect. First, the committee members were photographed in a boardroom environment, then the same camera was quickly transferred to a second setup and the tabletop still-life was photographed. Yes, Adobe Photoshop would have worked too, but this technique — while time-consuming — seemed more studied and actually more surprising as the dual image was revealed.
Back to top

Courier cards are effective tools for building strong customer relationships. Handed off by couriers while picking up or dropping off shipments, they inform FedEx customers about changes to Canadian customs regulations or cross-border food export regulations, or they can promote new technology tools to enhance customer service. Often small in size, they’re tightly written to deliver a concise message and are supported by strong headlines and dynamic FedEx-branded imagery.
Back to top