Mackie Biernacki Projects
What began as a naming assignment snowballed into partnership in the company. Naturally we have done a full market strategy, naming, branding, packaging, advertising, content creation, e-comm website, POS, digital strategy, and social media campaign / management. You should visit TheHarringtonMethod.com and buy something. Your health depends on it.
The wellness industry bases product formulations on scientific studies where the majority of test subjects are 50+ year old white males. But who’s looking out for the other 77% of Canadians? Genuine Health is. (Or at least, they have been since we this campaign.)
We spent months working with a scientific researcher to source an extensive library of Canadian studies to help us align key product benefits with the actual needs of Canadians, helping Genuine Health prove that they really understood the right probiotic balance for, say, a menopausal woman in Vancouver.
By linking Canadian data with relevant products, we showed that Genuine Health is obsessed with every body. Hot flashes and all.
In this case, we helped a new bank help the little guy. Haventree wanted to connect with brokers and their clients who, due to life’s curve balls, weren’t fitting into big bank algorithms.
We worked with Little Giant out of Portland on this series during Covid. Classic product comparison, but with felt puppets. And flatulence. It’s great when you work with brave clients.
Spicy. Sweet. Tangy. Heat.
This project started with our clients asking for a new highlight colour for some added pop and enhanced CTA on digital assets. But 7 years into the brand’s existence, the entire design system really needed a refresh, as well as some serious rigour.
So we went to work. Bringing the Sonnet brand identity back down to simple.
The campaign leverages an insight that anyone who has a job or manages a business can relate to: It’s the little things you take for granted at work that can matter most. You never realize how meaningful the banal things are (bad coffee, the staff fridge, paper jams, etc.) until you’re unable to go to work.
For workers, the WSIB restores more than health. Through re-training, physiotherapy, and mental health support, it helps people reclaim their sense of purpose and belonging after an injury.
Welcome back to the things you didn’t know you’d miss.
And for employers, the WSIB is an active partner in keeping businesses moving — through injury prevention programs, financial incentives for safety equipment, and ongoing operational support.
It’s tough enough to convince a target to try your product. Now imagine asking them for $250 million. A deep dive into market research told us that the region had an affinity for recognition and prestige, so we turned a donation into a status symbol.
When Compass Communities asked us to build out their brand, the problem was twofold. First, the name Compass (not our creation) was used by over 1500 companies in Canada, so we had to visually stand apart. Secondly, they wanted to refresh what Canadians thought of manufactured housing. So the logo and brand system had to change perspectives on the entire category.
The Compass Community Identity system included full way-finding and community signage, office design, collateral, swag and a full set of custom icons for the property offerings.
