Ducks Unlimited Canada
Engaging Urban Audiences
After a national selection process, Blacksheep Strategy was engaged to conduct market research and develop brand strategy for Ducks Unlimited Canada (DUC). Faced with the challenge of extending its already powerful brand into urban markets, DUC refined its market positioning around its long standing commitment to wetlands conservation. Blacksheep has also assisted DUC with the expression of this strategy through the development of corporate identity and marketing communications tactics.
Scotiabank
National product development
Faced with the challenge of developing a unique, national product offer in a key sector, Scotiabank enlisted Blacksheep as a collaborator. Utilizing secondary research and external and internal focus groups, a customer-centric process map was designed, resulting in a comprehensive positioning and implementation strategy.
Southport
Brand strategy and identity
Southport is a former military training base that has expanded to include an airfield, military flight training, commercial and residential properties and a recreation centre.
After careful analysis, Blacksheep recommended that Southport build upon its rich aviation heritage while reflecting the diversity of the organization. We also emphasized achieving a better return for marketing efforts and resources. Blacksheep developed a brand and positioning strategy, corresponding marketing communications plan and a new brand identity to launch Southport into the marketplace in a targeted manner.
CanWest Global Communications / CanWest Mediaworks
Brand architecture management
Canada’s international media powerhouse engaged Blacksheep to initiate a process to develop a company-wide brand management plan. Facilitation of executive level strategy sessions led to the establishment of a brand steering committee, the position of brand manager and a complete brand architecture with standardized brand profiles. A direct result is the identification of synergy between brands and a clear definition of the role of each brand within the overall architecture.
Affinity Credit Union
Brand strategy and identity development
Formed from the mergers of SaskValley Credit Union, PAGE Credit Union and St. Mary’s Credit Union, Affinity Credit Union launched in January of 2005. Blacksheep was engaged to facilitate the brand strategy and positioning of the new credit union to reflect the unique memberships of each of the founding credit unions. This new positioning conveys a sense of connectedness, neighborhood and inclusion which led to the Affinity Credit Union identity. For those people looking for an alternative to banks, Affinity Credit Union is the Saskatchewan credit union that provides a full range of financial products and services and the recognition and respect for the local cultural heritage of each branch and its members. Affinity is proud to serve 28,000 members from 14 communities across Saskatchewan.
Salvation Army Thrift Stores
Retail brand strategy
Responding to a rapidly evolving marketplace for recycled clothing and consumer durables, Salvation Army Thrift Stores set out to design a brand strategy that would focus on the customer experience of thrift shopping. We developed a brand plan to position the Thrift Stores closer to mainstream retailing in part by emphasizing solutions to customer needs that were being unmet elsewhere including clean, organized stores with quality merchandise and friendly employees. In-store and telephone interviews were conducted to test initial brand tenets and to establish market segments and demographics. The research also clarified opportunity to drive the donations side of the business by leveraging the authentic charitable nature of the Salvation Army.
Ag-West Bio Inc.
Brand Development
AgWest Bio Inc., a leader in the commercialization of bio-based technology, enlisted Blacksheep to assist in planning for brand development in the nutraceutical industry.
This plan laid the groundwork for a long-term brand development and marketing program, consistent with the ‘Brand Canada’ initiative sponsored by the federal government. Activities included establishing the scope and nature of stakeholder buy-in to a unified brand approach and specific actions required deploy a five-year brand marketing program for the Canadian functional food industry.
Brandt Tractor
ValPar – house brand launch
Two years ago, Brandt Tractor developed the Value Parts business unit as a high value, multi-brand, new and used parts source. More recently, the VALPAR brand was created as a proprietary house brand to be used with a range of products, beginning with the introduction of oil and lubricants and most recently expanding to include batteries. Blacksheep was engaged to assist in the ValPar launch by creating the brand identity and developing a take to market strategy for the brand launch. The result has been a series of images and materials that help demonstrate ValPar’s premium performance and heavy duty value.
Brandt Group of Companies
Brand Expression
The Brandt Group of Companies, a national equipment manufacturer, distributor and retailer and one of Saskatchewan’s largest corporations, recently enlisted Blacksheep Strategy Inc. to develop the strategy for re-branding the former Regina Agridome. Brandt purchased the naming rights in a 10-year, $1.25 million partnership with the Regina Exhibition Association Ltd. Brandt faced the challenge of extending their prominent brand into a major facility sponsorship – branding the facility in a way that supports both Brandt and the Regina Exhibition Park. The new Brandt Centre identity supports and enhances the corporate brand, as well as injecting it with energy and excitement. The final brand expression brings awareness to Brandt, and is a tangible show and support of Brandt’s commitment to Regina and the surrounding communities.
Innovation Credit Union
Brand strategy and identity development
Innovation Credit Union, launched in January 2007, was formed through the merger of Southwest Credit Union and BCU Financial. Blacksheep was engaged to develop the brand strategy and positioning, as well as the visual identity, while accurately reflecting the values of the core customers.
Utilizing member and employee research, and a series of strategy sessions with the board and management of both heritage credit unions, Blacksheep facilitated the positioning strategy that launched Innovation Credit Union into the marketplace. Innovation Credit Union is now a leading financial institution in Saskatchewan, proudly serving members in 25 locations across the province.
Sarbit Asset Management
Brand Strategy and Expression
Respected investment guru Larry Sarbit, along with a group of colleagues decided to form a new mutual fund company, Sarbit Asset Management, in September 2005. Blacksheep had the pleasure of being involved in building the brand from ground up.
Sarbit’s new company required a strategy reflecting the firm’s independent, value oriented approach to investing, while addressing the realities of entering a competive, crowded marketplace. Blacksheep was engaged to develop the brand strategy, create the brand identity and design a take to market strategy for the brand launch. The result has been a brand that conveys the passion and the conviction that independent financial investors seek in a mutual fund partner.
Blackwood Wealth Planning
Brand Evolution and Launch
A team of financial experts wanted to evolve from their current position and create a new company that reflected their increased focus on process oriented, individualized financial solutions for investment planning, insurance benefits and legacy planning. The new firm, Blackwood Wealth Planning required a brand strategy and identity, a take to market approach and a sustainable communications strategy suited to a lean marketing budget.
Blacksheep was engaged to assist in building a brand and creating an awareness that expressed not only the sophisticated, full service expertise offered by the Blackwood team, but also the unique corporate culture that guides the Blackwood beliefs.
New Flyer Industries
Research-driven brand evolution
North America's largest transit vehicle manufacturer took a research-driven approach to fine tuning its brand strategy. Executive interviews with key buyers, a quantitative customer satisfaction survey and employee research were conducted to provide clear insight that guided the evolution of the New Flyer identity and positioning.
