Image and sales piece aimed at creating awareness of Canadian Tire as a destination for solutions that help families enjoy spring and summer outdoor living.

A series of Advertising templates designed for local stores that choose to run the Canadian Tire (CT) customer loyalty events at any point in the year. By creating Advertising templates for local CT stores, we are able to keep a tight control on the proper use of brand.

With the address & store hour lines being the only editable fields, the Advertising templates are simply downloaded and sent to the publishing magazine or Newspaper group

Typically, Flyers are used to drive up sales, both in-store and online. A new look and feel is developed for each line of business (LOB) and used throughout the yearly campaign season. Each concept is adjusted repeatedly to suit the particular sale or event. Flyers appear as print as well as online for easy browsing with pop up window containing more information about each product as you mouse over them.

Flyer creative is generally developed with input from the Senior Creative Director and other stakeholders like the LOB. All photography and copy direction is also developed with input from the LOB, in house Copy Writer and Art Buyer. Layout of all pages are then done in collaboration with the layout/production team, closely art directing each spread, and managing changes throughout the various stages of the project.

Generally, flyers must be practically designed to deliver on multimillion dollar weekly sales goals. Similar projects are executed on a daily basis usually from detailed creative briefs. A successful design solution must not only be visually stimulating with easy information assimilation by the consumer, but must also adhere to strict creative and strategic strategies...never ever forgetting strong branding cues that very easily identify the store/brand putting out the piece.

The idea was to shoot old hockey equipment on a real hockey player. This would be used as part of the execution of a hockey catalogue - one of the main tools in driving hockey sales.

Cold, dark and aggressive feel I wanted to achieve.

This advert was placed on the back page of a memorabilia/collectable brochure. The brochure was all about the player, Kevin Westgarth - old pics of him as a child playing hockey, his progression through the hockey ranks, and a message from Kevin.