A place for the urban-living dog to safely socialize and where their owners can 'park' them for the day.

Art Direction & Design: Christopher North

Corporate identity for Xraymedia.com—Online media superportal that streamlines the media buying and selling process while making all media markets more accessible.

Art Direction: Christopher North
Designer: Tony Bosley

Assante Canada was formed through the acquisition of over 18 different and unique businesses, and needed to find a way to communicate its unique value proposition both internally as well as externally.

A rebranding project was launched to build a consistent look and feel for all Assante materials to build and reinforce the brand position. The lead series of brochures was developed to communicate the core messages, and ultimately was used as the stepping stone for creating a completely integrated graphic identity program for the entire firm.

Assante had several support programs that needed developing within the confines of an overall brand architecture. Corporate retreats, reward programs and conferences all required complete identity programs and creative leadership.

Each piece of creative needed to support the core corporate position while maintaining its own unique look and feel. Usually launched under extremely tight timelines, these activities were extremely well received.

Creative Direction: Craig Swistun
Art Direction & Design: Christopher North
Photography: Michael Banasiak

In 2002, Assante decided to publish the 6th edition of Dr. Riley Moynes bestselling book "The Money Coach". This edition would be reserved to be used exclusively by Assante Advisors and their clients. The book needed to be refreshed and updated while maintaining some semblance of its own identity.

Dr. Moynes had, for years, been speaking as "The Money Coach". Naturally, the decision was made to continue to weave a sports-related metaphor through the book and to keep it fresh by employing bold, bright icons to identify key sections.

A success, over 10,000 copies of the book were ordered and continue to be used across Canada.

Creative Direction: Craig Swistun
Art Direction & Design: Christopher North
Photography: Michael Banasiak

Internal magazine-style newsletter for the employees of Cott Corporation and its subsidiaries, printed on a recycled matt-coated stock. Despite being an internal employee publication, many copies from the extraordinarily large print run 'found' their way into investors' as well as competitors' hands.

An interesting project that demanded the wearing of many hats: Art Director, Photo Director, Designer, Illustrator, Production Artist & Prop Maker.

Art Direction: Gary Oakley / Christopher North
Design & Illustration: Christopher North
Photography: Michael Folliot

Articles collected from various sources are unified in a portfolio binder and branded "MNiD" in order to eschew a scrapbook look and feel. Interspaced with fullpage photos of examples of their work, MNiD Inc. now "owned" the articles and could present them as such.

Art Direction & Design: Christopher North

The use of both coated and uncoated paper and the style of photography were effective in positioning Paper as the hero of this story. Full page black & white photographs capture the texture and inherent beauty of the various paper products.

Despite producing the leading brands in both Western and Eastern Canada (Purex & Cottonelle, respectively), the client was uneasy using a roll of toilet tissue as a cover image. However, all fears vanished once the cover was presented.

Winner of the Potlatch Award of Merit for notable craftsmanship and creativity in graphic communication.

Company: RobertsonPick
Art Direction & Design: Christopher North
Photography: Joe Borrelli

Brand identity and pump graphics for Beaver Gas—Shell's off-price brand gasoline. The demographics were highly complex and the target market fell into four main categories—that included both high and low socio-economic status (SES)—and a variety of purchase motivators.

The challenge: Appeal to the wide demographic, create a brand personality that spoke beyond the lower price offering and be perceived as the leader of off-price brand gasoline.

Company: The WATT Group
Art Direction: Michael Nelson
Design & Illustration: Christopher North

Identity for PetroCanada's SuperClean—a new high octane pertroleum product.

Part of a complete identity program, new pump graphics as well as transitional and promotional displays were presented. Package designs for a SuperClean branded motor oil were also explored.

Company: Tudhope+Associates
Art Direction: Richard Antherson
Design: Christopher North

Logo and identity for a large downtown Toronto antiques store. Program included t-shirts, exterior signage and collectible business cards in a signature black and white motif. A departure from their traditional black and white was initiated with the launch of their website when the store expaned into other eras of speciality (50s, 60s & 70s).

Art Direction & Design: Christopher North
Illustration: Christopher North