Making Things Better(er)
Jacknife is recognized as one of the leading branding agencies in Canada. Our team is made up of seasoned experts across many areas of design: from strategic concept ideation, to brand development, visual identity, marketing communications, and digital and physical experiences.
We’re known for developing powerful, meaningful brands and bringing them to life in ways that are unique and memorable. We create bespoke solutions tailored to our clients’ goals and work to achieve those goals with every touchpoint.
Nike’s Workplace Design team out of Beaverton, Oregon approached Jacknife to help envision Nike Canada’s brand new headquarters. The brief? Bring to life a workspace that inspires creative thinking and connects staff and visitors to each other and to the brand.
We needed to create an environment that celebrated the uniqueness of the Canadian market while also establishing deep ties back to the World Headquarters. To achieve this we developed a “Rough and Refined” theme – a celebration of the diverse nature of the Canadian landscape and its people, from the roughness of our natural landscape to our refined modern urban centres. As Canadians, we take pride in our sometimes harsh environment and the unique grit required to be an all seasoned athlete here.
We developed an extensive series of art-based installations through the new offices including a massive sculptural “Just Do It” made up of iconic shoe patterns floating on a dimensional map of Toronto, an intricate wooden slat wall and ceiling installation forming the Nike logo, a boardroom wall and seating installation made from actual basketball court material and a hand-painted logo, multiple large-scale wall murals featuring both the brand and the fabric of Canada, custom tile work “Run Faster” in employee kitchen, and a wooden type installation featuring chainsaw cut letters.
Ultimately, we created a space that embodies the spirit of the Nike brand, tells intriguing stories and inspires their team on a daily basis.
The Kilberry team approached Jacknife to help elevate their identity to reflect their premium clientele—which included C-Suite management at companies such as the NBA, Under Armour, RBC, amongst many others. The ask was to showcase world-class executive advisory services in a way that stood out and reflected the first-class services their clients receive. We knew that to make an impression, and for the final product to reflect their premium offerings, attention to detail and a customizable experience will be central to our approach.
Jacknife got to work, creating a brand strategy, identity, web and print collateral that all laddered back to Kilberry’s mission, expertise, and exclusive offerings. The design approach was rooted in a minimal but thoughtful aesthetic, using premium materials to communicate the quality of their services. When crafting a logo, we created a minimalistic shield, which spoke to their heritage and symbolized strength, creating a distinct and prestigious presence in the marketplace. We also produced personally-tailored leave-behind packages that lasted beyond their immediate report functionality—allowing Kilberry to remain on clients’ shelves for years to come, and stay top-of-mind in the future.
Aphria, one of the largest Licensed Producers of cannabis in Canada, approached Jacknife to create its first recreational cannabis brand. Working with consumer data and segmentation reports, we quickly understood that our target consumer—largely suburban women who still held some stigma about cannabis—needed a cannabis offering positioned like a true CPG brand that they could trust.
We started by building a platform that hinged on the values, needs, and consumption habits of our audience. We did an audit of similar categories, the marketplaces where cannabis was legal, and the emerging competitors here in Canada. With a full understanding of our consumer, the marketplace, and our product, we created a brand positioning, platform, and name for our new brand. We also partnered with a research company to test and validate the name and identity amongst our target audience to ensure consistency and to position us for success in a crowded market.
After our name—Solei—was solidified, we went on to design the visual identity, packaging, and strains. We named each of the strains, and created a convention that helped a beginner consumer understand and distinguish the products. We also created a go-to-market campaign including OOH elements, influencer planning, a website, social content, swag, and an experiential unit that allowed consumers to interact with the brand in a welcoming, familiar environment. Through the pre-legalization period, we created content, copy, and advised on consumer-facing rollout as the public got to know the Solei brand.