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Canadian Gift Association Brand Naming & Identity Design

The Canadian Gift Association is rooted in a 40-year history of inspiration and innovation. In order to continue to meet the needs of Canada’s $10 billion giftware industry, the Association was transforming itself and needed to support that transformation with a new positioning, name and visual identity program.


We began by articulating a fresh new brand promise – to ignite interactions and empower connections between members and retailers. We then developed a new verbal and visual image to signal this new promise to both internal and external audiences. The new visual identity creates a bold and dynamic image across a range of communications channels with special attention given to online applications, particularly social media and video.


In addition to branding the Association, we developed a refreshed brand expression for its Alberta, Quebec and Toronto Gift Fairs, with updated names, new visual identities and the tagline “Engaging Retail.” The Fair identity system was developed for maximum flexibility, allowing it to come to life six times a year in Fair signage and collateral along with the latest digital applications and experiences.


Brand Activation, Brand Articulation, Brand Auditing