Over the course of a number of years doing work for Canada Beef/Canadian Beef, I’ve had the opportunity to develop both corporate communication pieces, as well as consumer-facing ad campaigns.
I’m pleased with how the renewed corporate branding turned out, specifically with the introduction of the “red ribbon”, the main unifying component at the heart of everything. It appears everywhere from brand guides, business cards and fact sheets, to presentation folders and media kits.
I also illustrated something called the “beef life cycle” – a whimsical booklet geared towards a younger audience, showing all the stages cattle go through in the Canadian beef industry.
In 2018, I helped create the #MyCanadianBeef campaign. This digital-first campaign shows consumers the pride of Canadian beef farmers & ranchers, and helps bolster trust, loyalty and affinity for beef raised in Canada.
It has grown into a great way to demonstrate beef’s winning nutritional contribution through tasty recipes and cooking techniques, as well as educating consumers on the unique role cattle play in conservation. The campaign celebrates the passion our real, authentic Canadian beef fans by sharing their stories, and has helped build upon Canada Beef’s already enthusiastic fan base. Through the use of Canadian beef “advocates” – the ‘how and who’ at the heart of the campaign, it helps make Canadians feel good about eating beef raised by hardworking farming and ranching families.