Full Brand Tourism Strategy
Built upon the value proposition of over hundreds of miles of breathtaking and beautiful scenic coastline, combined with a relaxed pace of life, Sperry Design created the punchy tourism message of “Just Coast” for our client. This message was rolled out through a fully branded tourism strategy. The strategy and the message were delivered through traditional collateral platforms of print and online with a special focus to heavily promote Richmond County’s outdoor recreational activities and attractions. The cornerstone of print materials produced was a 32” x 18” map folding into a 4 x 9 information brochure. The back of the map contained panels that detail the recreational activities and attractions with descriptive text and imagery. Although the map is designed to communicate information clearly and concisely, the design intent that we suggested, and our client agreed to, was a fun and retro look and feel, with whimsical imagery and figures to engage users on a more entertaining level, including the Richmond County Tourism logo used on the map. Visit justcoast.ca
The Community of Inverness has natural beauty and many diverse recreational activities within its beautiful setting. If Port Hood is where people stop to go to the beach, and Mabou is where visitors go to listen to music or experience the Gaelic culture, than the Community of Inverness is where people “Come to Play” in Cape Breton. Come to Play in the Community of Inverness. Come to play golf, play the horses, play on the beach, play in the warm waters of the Gulf of St, Lawrence, play guitar on the beach with friends and family, as well as fish, sail, paddle and simply enjoy a stroll along the boardwalk while soaking in the Island’s most spectacular sunsets.
Sperry Design has completed several roll-out initiatives for Inverness, including a detailed signage program for the village and streetscape enhancements that drive and deliver the brand.
The Municipality of the District of Yarmouth engaged Sperry Design to brand the Municipality. Working in collaboration with the Municipal Council, Sperry design facilitated a series of brand discovery sessions. Based on the findings, we developed, designed and implemented a municipal brand mark with the tagline “Truly Connected” which was based on the Municipality's connection to its Natural Beauty, Quality of Life and Vibrant History. Sperry Design produced a Brand Guidelines Manual that detailed the municipality’s core values, personality and position. Additional print collateral was created as part of the project.
Sperry Design was hired to develop and design an information brochure for the Destination Bluenose Coast. The final product was a beautiful, functional, and easy-to-use brochure that reinforced a look and feel for the Bluenose Coast on Nova Scotia’s Shore. The main feature of the brochure was a large foldout map of the region. The other side included the story of Bluenose Coast, hidden gems, things to do, and how to find them. Tourism and Community signage expert Roger Brooks has used the Bluenose Coast map brochure in his seminars as a best practice of how a tourism brochure should look, function, and reinforce the look and feel of a region to visitors. The brochure has lived up to that accolade. In its first year in print, over 100,000 of the Bluenose Coast Brochure / Maps were distributed to VICs and the demand for this brochure remains. The project also included the design and fabrication of a destination / directional sign for the Village of Chester that was located along the Bluenose Coast on Nova Scotia’s South Shore. The sign carries the same aesthetic as the Bluenose Coast brochure.
We discovered 3 core values about the County of Annapolis. It is rooted in scenic beauty, it is rooted in heritage and history, and it is rooted in quality of life. “Naturally Rooted” was the most natural tagline we have ever created. It flows and it goes with Annapolis County. In addition, the new brandmark we created for the county extends this concept. It is the brand focus of the county's entire tourism and economic development initiatives.
Sperry design worked with the Halifax Seaport to develop a signage environment that reflected its waterfront industrial and contemporary urban aesthetic. The Halifax Seaport is a major international destination for cruise ships from around the world and home to the Halifax Seaport Famers’ Market.
As a design sub-contractors for AtlantexCreativeGroup, Sperry Design undertook a new installation of exhibits at the Ingonish Visitor Centre in Cape Breton Highlands National Park. The interpretive objectives and approach of this project were to: Provide information to visitors; Orient visitors upon arrival in Cape Breton Highlands National Park as they plan their visit; Promote key experiences in Cape Breton Highlands National Park, and Share the story of Cape Breton Highlands National Park This exhibit was very family-friendly and fun. It was a balance of informative interpretive panels along with interactive touch screens and hands-on learning components. An example of this included a station where visitors could touch and feel the various cobblestones found on the Highland Park’s beaches. In terms of new media, we took an actual topographical map from the 1970’s, a former feature exhibit, and reinvented it as an interactive touchscreen map of the Park that allowed users to access the park’s beaches, campgrounds, trails and amenities. Broadly, the visitor experience and overall message, welcomed and oriented visitors and then provided an overview of the park’s wildlife, trails, beaches, communities, programs, camping, amenities, and gave them the opportunity to plan their own adventure and explore the park.
Parks Canada Live at the Park Music Festival, Cape Breton Highlands National Park. Parks Canada hired Sperry Design to create a custom, bilingual poster to promote its Summer in the Parks Concert Series for Cape Breton Highlands National Park. The poster we developed and designed was highly engaging, colourful and vibrant to reflect the concert series and its diverse performers as well as the Park. The poster communicated dates and schedules clearly and simply, while remaining consistent and faithful to Parks Canada’s Brand and Design Standards.
Working with locally based, Russian fashion designer Irina Barinova, Sperry Design created a visually stunning e-commerce website that showcases her unique and colourful dress designs. The site is clean and simple which supports the beautiful and vibrant product photography of the collection that has been incorporated into the site. While browsing the collection, viewers can zoom in on each dress for more detail before purchase. The user experience and process, from browsing the collection, to check out and completing a purchase is seamless.
In order for Sperry Design to produce Cool Dress’ beautiful website, we first, had to develop a special brand, message, and look and feel for Cool Dress that would tell its story and create a feeling of lightness, happiness and fun. We worked closely with Irina, to determine the best colours and overall look and feel that reflected her and her product for not only her website, but also fir clothing labels, and business cars. In essence, Sperry Design helped put the “cool” in “Cooldress”.
In an effort to open its new state of the art campus building, Mount Allison University and exp Architects engaged us to help them realize the user experience of the building through design. Working in collaboration with the university and architecture team, we developed, designed and implemented wayfinding and signage, commemorative elements and a donor recognition program that inspires and brings the building to life. The Purdy Crawford Centre for the Arts is now enjoyed by faculty, students, and alumni, parents, visitors and the community at large.
With our fabrication partner Atlantex Creative Works, Sperry Design concocted a truly sweet visitor experience that celebrates the history and worldwide appeal of chocolate, and the Ganong family of candy makers. Engaging, interactive displays, a historical timeline of Ganong chocolate boxes, and chocolate hand dipping demonstrations are just some of the exhibit highlights.
Sperry Design developed an interpretive masterplan for the 2000 + square foot exhibit space. We then prepared concept designs for all exhibits, prior to commencing with a detailed design phase which included research, copywriting, image sourcing, graphic design and interactive design. We also helped oversee and coordinate installation to ensure a smooth final delivery of the visitor experience.
Sperry Design designed a series of double sided interactive interpretive kiosks at Prince Albert National Park in Saskatchewan. The panels detail the Park’s unique features including its wild plains bison population, bears, fish and one of the largest white pelican nesting colonies in the world. The panels were fabricated by project lead Atlantex Creative Works
The Canadian School Natural Nutrition has been our client for over a decade. As the largest and leading school of natural holistic nutrition in Canada, the Canadian School of Natural Nutrition did not have a clear brand message or look and feel. The old collateral did not reflect, or communicate CSNN’s unique brand story, its diverse locations and the benefits of enrollment to prospective students and health care professionals looking to update their skills. As CSNN’s design partner, our main objectives were to help the school drive recruitment, and in order to do that, it had to be well positioned. Through research, the distribution and assessment of brand story surveys, and meetings with our client, Sperry Design formalized a brand personality that reflected the high level of programming that the school offered. We also provided a focused message and story on the benefits of enrolling with CSNN to prospective students, and holistic natural health care providers looking to hone their existing skillsets. Our starting point: Why CSNN? Through a discovery process we found the answers to that simple question, CSNN is about: 1) Education, which is accessible, practical, credible, and recognized Canada-wide, and 2) CSNN is Life Changing in that it adheres to the Mind, Body and Spirit Connection, transforming the way students see natural nutrition themselves and others. They can effectively assess health conditions and are empowered to make effective, and life changing food and lifestyle recommendations for themselves and others. With these two core values established, the main message came easily - Learn to Change Lives
In addition to the above, we have also provided CSNN with the following services and products to promote awareness, engagement and recruitment:
Print Collateral - AHN and NN Program Guides
Print and Online advertisements for national health, nutrition and nursing publications
Brand Guidelines, including messaging
Website Design - A National website that functions in all the ways the client requires for the largest and leading Natural Nutrition School in Canada - its programs, and its locations across Canada.
We made sure to eat our veggies before embarking on a fresh new brand mark for Home Harvest Kitchen Gardens, which design-builds custom herb and vegetable gardens in Halifax, Nova Scotia, and educates clients on how to successfully grow their own produce.
Recently, Sperry Design and Parks Canada collaborated on a series of exterior interpretive panels for the Cape Breton Highlands National Park in Ingonish. Sperry Design developed and designed the panels, keeping in mind the two separate sites they were to be placed. The mountain panels overlooked the highlands and detailed the unique geology, landscape and wildlife of the CBHNP. The marine panels, which overlooked the Gulf of St. Lawrence, told the story of the Gulf / area as a highway. It detailed the early explorers, how people live and work in the golf as well as water currents, ice, and seal migration. We used impactful and attractive imagery including high quality photographs by local photographers, and we provided original artwork for maps, and illustrations, to make the panels vibrant, engaging and informative. Each panel also featured the graphic of a child, in silhouette, looking though binoculars and asking a question, so that visitors could interact with each panel.
Sperry Design has been Saint Mary's University's design partner for the last decade, and has produced a multitude of state-of-the-art design solutions for them. Our ongoing work has included detailed exterior and interior wayfinding, signage and map directories, space planning projects and public awareness initiatives.
Working closely with our client at Saint Mary’s University, Sperry Design provided a conceptual design for the university’s Hockey High Performance Room, located in the Homburg Centre. The room had no vibe or feeling of energy to motivate its users, the SMU Huskies Hockey Team. Sperry Design developed a design that took the room from a dull, non-inspiring and generic workout environment, to a completely re-energized custom space to inspire and motivate the hockey team in their work out performances. Large motivational quotes and large, visually impactful and energized graphics were used to “pump up” the athletes.
Liverpool Packet & the War of 1812 The War of 1812 and Liverpool Packet exhibit was turnkey project created by SperryDesign and Atlantex Creative Works. This unique exhibit, produced for the Queens County Museum, in Liverpool Nova Scotia, tells the intriguing story of Liverpool Packet, the most successful privateer schooner of the War of 1812. Visitors can board a life-size model Liverpool Packet where they can enjoy numerous displays including an interactive 6-pounder cannon that fires a “shot across the bow”, as well as touchscreens, and other engaging activities. The exhibit, which serves as a flagship attraction for the Museum and the Town of Liverpool, is a celebration of the Town’s rich privateering history, and its present designation as “Port of the Privateers”.
McNabs Island is the largest island at the entrance of Halifax Harbour in Nova Scotia. Part of the McNabs and Lawlor Islands Provincial Park, McNabs Island is only a short boat ride from Halifax or Eastern Passage, but feels like a world away with its colourful past and unspoiled natural beauty. The Friends of McNabs Island Society, in conjunction with The Waterfront Development Corporation, partnered with Sperry Design to develop and design a series of interpretive panels and wayfinding trail markers. The system completely enhances and assists the visitor experience on the island. The interpretation focused on lighthouses, shipwrecks, settlement, military history, and nature.
Complete wayfinding strategy and signage guidelines program for Halifax Metro Transit. The program was introduced with the newly constructed transit terminal in Dartmouth. Our scope of services included developing a location plan and a message schedule for the entire site and considered Halifax Metro Transit buses, vehicular traffic and pedestrians. All signage was accessible, braille and tactile. Additionally we developed custom 3D maps to help users navigate the largest terminal east of Montreal.
Sperry Design produced a high-end sales brochure for this exciting, new, commercial development on the Halifax Waterfront. RBC Waterside Centre is an innovative and sustainable office space and is home to a flagship RBC branch. The full colour brochure layout features professional brand and stock photography, architectural drawings as well as full colour architectural design concepts and waterfront map artwork created by Sperry Design. The RBC Waterside Centre was completed in 2014. Our client was Armour Group.
We have worked on several internal marketing and communication initiatives for Colgate Palmolive including internal marketing and communications initiatives to help educate Colgate Palmolive's global salesforce.
"Answers" was an internally branded initiative to help answer any questions the salesforce had regarding new product launches and to help them sell and close more effectively.
"Colgate Business Planning" was a hub to help the same salesforce plan and grow - or essentially meet and exceed their sales goals.
Working closely with the Friends of the Yarmouth Light Society, and the Municipality of the District of Yarmouth, Sperry Design developed and designed interpretive panels detailing Cape Forchu Lightstation’s history, as well as onsite signage – both reflecting the look and feel of this iconic and most unique Nova Scotian lighthouse.
Sperry Design assisted North American Developments with their signage design and wayfinding requirements for Dartmouth Crossing Retail Park.
Judo NS promotes the advancement of judo as an accessible competitive sport, recreational activity and balanced lifestyle choice for all Nova Scotians. Sperry Design rebranded and positioned Judo Nova Scotia as “More than a sport”, and created a succinct brandmark, comprising a yellow judo belt, incorporated into a blue cross on a white background to represent the Provincial flag.
New Glasgow Unveils New Community Identity Sign on Trans-Canada Highway 104 December 16, 2014... New Glasgow Mayor Barrie MacMillan announced today that the Town of New Glasgow is pleased to unveil the establishment of a new community identity sign that is now erected on the Trans-Canada Highway 104, eastbound lanes, near Exit 20. An existing sign, east of Exit 26 for westbound approaching the town, is also being refurbished to reflect the new sign design for New Glasgow and will be installed early in the New Year. Mayor MacMillan says, “We are very pleased with this new sign design as it is a professional and vibrant representation of our community. New Glasgow is a dynamic, progressive place to live, do business and visit—and our new sign conveys this message. The new design for our signs also communicates the New Glasgow flourish brand clearly and concisely. New Glasgow is a community known for its role as a commercial service centre for northern Nova Scotia, for its entrepreneurial spirit, culture, quality lifestyle and natural beauty. The character of our town is communicated beautifully in our new sign through all of the graphic features which were selected with great thought and precision. It is an appealing and professional representation of the community which residents can take pride in. Feedback to date has been very positive and our residents are excited to see our community profiled through such an impressive design and medium.”
“We know that you need to illicit a quick emotional response with these types of signs, because the viewer is passing by rapidly and only has a few seconds of viewing time,” explains Adam MacKenzie, President & Creative Director of the Halifax based company Sperry Design Inc. which created New Glasgow’s new highway sign design with Dave Campbell, Senior Brand Design Consultant with Sperry. “Therefore, we designed the sign with a dynamic vanishing point from the river, which lands on the center of the Flourish brand mark. It pulls you in. It’s welcoming and inviting. We worked with Town officials to understand the essence of New Glasgow and we used the following elements to help us achieve this communication objective. Warmth was achieved through the colour selection; commerce represented by the building skyline; arts through Glasgow Square Theatre; recreation and quality of life with the river, trails and marina. Together these elements instantly tell the story of New Glasgow. The New Glasgow highway signs promote exits 23 and 25 which is supportive of New Glasgow’s partnership with the Municipality of the County of Pictou and the East River Business Park project,” adds Mayor MacMillan. “The new sign signals the gateway to our regional business community. It is a part of our business strategy and regional vision.”
Community identity signage is managed by the Nova Scotia Department of Transportation and Infrastructure Renewal. The provincial department works with communities to produce the signage according to provincial highway safety guidelines and manages the fabrication and installation services. The manufacturing of the two signs, installation of the new sign and posts, sign design and refurbishing of the second sign cost approximately $16,000.
Working closely with the St. Margarets Bay Regional Tourism Development Association, Sperry design undertook aConcept Development Plan and 3D renderings for an interpretive thoughtway trail in the Peggy's Cove Preservation Area. The trail system was meant to allow visitors to immerse themselves in the nature and tranquility of the trail, while unobtrusive signage would enhance the visitor experience. All signage as well as any benches or chairs were to be made of natural materials that would blend seamlessly into the environment.
Using the “Birthplace of New Scotland as our anchor, and our inspiration, Sperry Design created a strong brand identity, print materials, welcome signage and wayfinding for the Town of Pictou. The typography and colour palette embody Pictou’s undeniably rich Scottish heritage, including the “flagship” Hector, and the Town’s unique architecture.
Sperry Design was given the challenging task of branding (from the ground up) and creating print materials and various collateral pieces for a full medical product brand, Uresta.
Created by a local medical specialist to alleviate the symptoms of stress urinary incontinence in women, the product needed to be branded with finesse, given that the topic of SUI was still considered somewhat taboo. Sperry Design’s campaign included providing a logo, simple descriptor for the product “Bladder Support for Women” and the product tagline “For life’s unexpected moments”.
Our work included, product naming, brandmark and brand standards development, principal photography, North American and European marketing and communications, product packaging, trade show displays, brochures, instruction booklets, pamphlets for doctors and patients, advertorials, and a national television commercial.
The Town of Wolfville recently design, and implemented a full-tier wayfinding system with Sperry Design. Our work included the development and design of a detailed signage location plans for the town along with a complete message schedule for all signage. 3D maps of town and the downtown core were also created.
These were illustrated design concepts for the Municipality of Shelburnes 100 series highway community signage program. The colours in the design were separated into individual 3M Opaque Vinyl Graphic Film to ensure colour fastness for at least ten years.
The design intent of these signs is to welcome visitors to the municipality, capture their attention, and encourage them to visit.
3D renderings and massing models for the King's Wharf development on the Dartmouth Waterfront.
Conceptual design development for trail system in Digby, Nova Scotia.
Conceptual design development and renderings for a windfarm Eco Centre.
Sperry Design was engaged to refresh the Halifax Greekfest brand for its milestone 30th Anniversary. Working closely with our client, Sperry Design facilitated brand discovery, designed a new logo for the festival, new creative brand marketing and advertising, as well as various roll out pieces including billboards, site signage, menus, t-shirts and social media.
Sperry Design worked with Fisher Direct to develop its new brand and visual identity. Our work included the development and design of a new brandmark, corporate colours, fonts, print collateral, administrative documents, signage, vehicle graphics and responsive web design.