How to Drive Change and Growth in your Department

Technology: Adobe Creative Suite & Microsoft Office, social media.

Introduction:
Advocis, The Financial Advisors Association of Canada, is the largest professional membership association of financial advisors in Canada, representing over 7,500 members and spanning 39 Chapters nationwide.

Challenges:
Facing the need for rapid transformation, Advocis sought a comprehensive overhaul of its corporate website and branding. Tasked with this mission, I undertook the role of spearheading new pages, fresh content, and innovative online presentations. Collaborating closely with a seasoned Art Director, we embarked on a journey to redefine Advocis's identity, professionalize its brand image, and position it for future growth.

Strategy:
Proposing an all-encompassing creative rebranding effort, we envisioned a strategic brand repositioning encompassing various facets of graphic presentation, advertising, email marketing, and content curation.

1. New Logo: Under the guidance of the Art Director, a new logo was crafted to symbolize Advocis's evolution. I assumed responsibility for developing associated content and meticulously overseeing graphic implementation.
2. Brand Guidelines: Drawing inspiration from the Art Director's vision, I meticulously curated a comprehensive set of brand guidelines. This document not only outlined visual strategies but also provided directives on font usage and color schemes, establishing a unified brand identity.
3. Visual Graphic Implementation: Leveraging the newly crafted visuals, including the revamped logo, I orchestrated the creation of email templates, website mock-ups, and advertising proposals. Each element was meticulously designed to resonate with Advocis's refreshed identity.
4. Content Design: Aligning seamlessly with the new visuals, I embarked on redesigning content layouts to ensure perfect harmony between graphics and messaging, thereby enhancing overall brand coherence.
5. Annual Report Redesign: Utilizing the revitalized graphics, I undertook the task of redesigning Advocis's Annual Report. The revamped design not only reflected the organization's new positioning but also showcased a refreshed content layout, aligning with modern standards.

Results:
The successful launch of the fresh branding initiative in 2018 marked the dawn of a new era for Advocis. The revitalized identity spearheaded a dynamic approach to business, resonating positively with both members and the press alike.

Conclusion:
The overwhelmingly positive reception of the rebrand heralded a new chapter for Advocis, transcending the staunch conventions of the past and propelling the organization firmly into the 21st century. This strategic transformation not only enhanced Advocis's brand appeal but also positioned it as a forward-thinking entity poised for continued success in the ever-evolving financial landscape.

Click to go back to top

Technology: Adobe Creative Suite & Microsoft Office, Generative AI (ChatGPT, MidJourney), social media.

Introduction:
Pibborafi is a globally-operating boutique toy brand specializing in plush dolls inspired by real rescued dogs. With a commitment to social responsibility, the brand allocates a portion of its proceeds to rescue organizations and charities. Despite having a well-established website, Pibb faced the challenge of limited social media presence, particularly on Instagram, a platform renowned for its visual appeal and engagement potential.

Challenges:
Limited Social Media Presence: Pibborafi had minimal presence on Instagram, hindering its ability to connect with a broader audience and effectively promote its products and mission. Engagement and Growth: The brand needed to establish a strategy to increase engagement and grow its follower base on Instagram to bolster brand visibility and sales.

Strategy:
Instagram-Focused Campaigns: Pibborafi devised a strategy centered around Instagram-focused contests, product development updates, and the creation of a comprehensive brand guide to maintain consistency in messaging and visuals.

1. Information and Content Management: Information and Content Management: A thorough examination of the company's history and production processes unveiled a wealth of content sources. These were repurposed and tailored for Instagram presentation.
2. Content Enhancement: Leveraging existing information, images, and documentation, I crafted compelling content tailored for Instagram's visual-centric platform.
3. Analytics: Utilizing Meta's analytic tools, Pibborafi tracked post engagement and performance metrics to assess the effectiveness of its social media initiatives.
4. Fan Interaction: Pibborafi established a program to monitor fan interaction with posts and stories, enabling the brand to connect more effectively with its audience and foster community engagement.

Results:

1. Exponential Growth in Followers: Pibborafi experienced a significant increase in Instagram followers, indicating a growing audience interested in the brand and its offerings.
2. Reinforced Brand Image: Through consistent messaging and visually appealing content, Pibborafi reinforced its exclusive brand image, positioning itself as a unique and socially responsible toy brand.

Conclusion:
By revamping its social media strategy and prioritizing engagement on Instagram, Pibborafi successfully leveraged increased fan interaction to drive sales and enhance brand visibility. The brand's commitment to authenticity, community engagement, and social responsibility played a pivotal role in its ability to connect with audiences and achieve promotional growth through social media channels. Moving forward, Pibborafi can continue to refine its social media approach, adapting to evolving trends and preferences to maintain its competitive edge in the market.

Click to go back to top