Canadian Council on
Invasive Species
Building a creative wild poster campaign to encourage real action.
The Canadian Council on Invasive Species (CCIS) is a national non-profit in Canada trying to protect Canada's habitats from invasive species. Their team is passionate, but when I worked with Kellie and Gabby, they struggled to see where the brand could grow. We knew everyone is dedicated to environmental protection, but we needed to create clarity around the brand strategy and messaging before we created the campaign.
SERVICES
Art Direction
Brand Strategy
Social Media Assets
Print Design
Photography
Photo Retouching
CHALLENGE
Create a campaign that encourages people to report their first invasive species, with a minimal social media following and budget.
OUTCOME
Together we built their brand messaging and created a campaign with a clear strategy in mind. The result was a wild poster campaign that is implemented across mediums.
Have you seen the Brand soul?
We asked the questions, and got insights into the culture, messaging, and purpose of the CCIS brand. Together, we were able to redefine how the CCIS communicates. We identified a defined target demographic, and define how to communicate with that group.
Discovery
Along with the brand discovery, each campaign has to answer 3 important questions. Who are we targeting? What is the focused 3-word goal that we are trying to accomplish? How can we most effectively achieve that goal?
Ideation
After our discovery process and research, we begin the creative process. Reveal insights that can be used to create simple, effective, and targeted campaigns that align with the goals of the campaign.
Execution
Working on a clear path, we create balance with visuals and messaging that form a relationship in our target audience's mind for effective results.
Print hidden in plain sight.
The campaign starts in the real world, but the end focus is online. After using the posters to create content, We use the in-situation photos, to repurpose them.
Reporting invasives should be social.
The campaign starts in the real world, but the end focus is online. After using the posters to create content, We use the in-situation photos, and reformat the posters to bring them into digital format.
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