Tilley Brand Refresh
Tilley is a classic Canadian travel apparel brand, known largely for its famous hat….
Tilley is a classic Canadian travel apparel brand, known largely for its famous hat. To create relevance with a younger audience, Tilley launched a fully integrated multi-channel campaign with a focus not just on selling clothes, but instead on selling the romance of the travel experience that Tilley clothing could enrich. The fully integrated campaign included updates across all of the brand’s digital and physical touchpoints, including an in-depth look at branding and design. Mates World modernized the design and layout of the FSI and catalogue and created a Look Book with an editorial flair. This aesthetic was transferred to the physical retail experience as well; we designed new hangtags with romantic travel imagery, as well as revamping hangers, bags, boxes, hat labels and the owner’s manual.
Woodbine Entertainment Group
Woodbine Entertainment Group (WEG) had an exciting place branding challenge….
Woodbine Entertainment Group (WEG) had an exciting place branding challenge: create a holistic site brand, site name and strategic real estate market positioning for the largest parcel of privately-owned land in the city of Toronto. Over the coming years, the 684-acre parcel of land will be transitioned from a horse-racing and gaming venue, into a vibrant and innovative mixed-use community and destination unmatched by any other development in the GTA or Canada. Stakeholder engagement and alignment was a critical piece. Mates World held a day-long workshop with internal and external stakeholders and guided them through exercises to help inform the strategic framework. Their responses, along with findings from a brand and competitive audit, and one-on-one interviews, were used to inform the creation of a brand pyramid distilling the strategic components of the new brand’s strategy. The new name ‘Woodbine Districts’ is straightforward and complements the variety of district offerings while still tying it back to where it will be located. Driven by the insight of ‘an exhibition of community’, the new identity invites participation and promotes an accessible community to a wide range of audiences looking for a place to live, work and play. A phased approach of electronic and printed marketing materials was developed to communicate and share the details of the development.
LCBO Summer Social
Chill out. Feel the breeze. Whether you’re relaxing by the lake, on a downtown patio, or….
Chill out. Feel the breeze. Whether you’re relaxing by the lake, on a downtown patio, or in your backyard, ‘tis the season to go with the flow. We created an in-store experience that evokes that carefree vibe of summer. Our vibrant design for the LCBO highlights the outdoor entertaining and casual dress code that is emblematic of the season – flip-flops optional. The entertaining attitude: no-fuss fun.
After all, who wants formality when the humidex pushes 30? Our inspiring campaign invites you to enjoy an after-work glass of Chardonnay with colleagues, after-the-ballgame beers with buddies, and frosty resort-inspired cocktails with friends.
Interactive HBA Brochure
When the Richard Ivey School of Business approached us to do a creative refresh of their existing….
When the Richard Ivey School of Business approached us to do a creative refresh of their existing HBA (Honors Business Administration) brochure, we went beyond the ask. To offer media-savvy students an immersive experience they couldn’t find anywhere else, we embedded QR codes within the brochure images that brought the pages to life. Our revamped interactive brochure meshed multimedia with traditional copy to engage parents and prospective students and deliver the same message to both: that Ivey HBA was the ideal program for them.
The Rec Room
We were tasked by Cineplex to create a new brand, visual identity and design language for a new business offering….
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Tia Rosa is the #1 tortilla brand in Mexico but had yet to be launched in the Canadian market….
Tia Rosa is the #1 tortilla brand in Mexico but had yet to be launched in the Canadian market. Canada Bread, under its Grupo Bimbo parent company, saw this as a ‘white space opportunity’ to grow a market share that focuses on truly authentic Mexican. Mates World created the strategic positioning which combats the number one competitor (Old El Paso) whose household name is actually a ‘Tex Mex’ style of meal kit, and not authentically Mexican. The comms platform – Loved in Mexico, now in Canada, utilizes this #1 positioning as a way to differentiate in the marketplace. The creative focused on driving awareness for the brand in a playful manner, and also ladders back to the global essence ‘heart and soul of Mexico’.
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