Work we’ve loved doing — for and with great clients.
Club Car
Building a cocktail brand around music, nostalgia and shared experience. As ready-to-drink cocktails rapidly gained popularity across North America, one emerging distillery saw an opportunity to enter the market differently. Rather than competing solely on convenience or low-calorie positioning, the goal became creating a cocktail brand people genuinely wanted to belong to.
The Opportunity
Building a cocktail brand around music, nostalgia and shared xperience
As ready-to-drink cocktails rapidly gained popularity across North America, one emerging distillery saw an opportunity to enter the market differently. Rather than competing solely on convenience or low-calorie positioning, the goal became creating a cocktail brand people genuinely wanted to belong to.
The Insight
The opportunity was not simply to launch another canned cocktail, but to create a brand rooted in emotional experience, nostalgia, and human connection.
At a time when many ready-to-drink brands were competing through flavour profiles and lifestyle marketing alone, Club Car was designed to feel culturally lived-in — drawing inspiration from the energy, atmosphere, and social rituals of historic rail cars where people gathered to drink, gamble, listen to music, and connect.
The product became a vehicle for something larger: creating a brand experience, centred around storytelling, community, music, and shared moments.
Strategic Response
As one of the founders of Club Car, Melodie Creegan helped shape the brand from inception — developing the original concept, naming, narrative framework, lifestyle positioning, visual identity, packaging, advertising, photography, video content, and experiential activation strategy.
Rather than positioning Club Car as simply another ready-to-drink cocktail, the goal was to create a culturally immersive brand experience rooted in nostalgia, music, storytelling, and social connection.
To deepen authenticity and community engagement, we developed a partnership with Prophets of Music, a not-for-profit organization supporting emerging musicians on their path to professional careers. Through the initiative, a portion of proceeds from every can sold was directed toward supporting emerging artists and music development programs.
The collaboration extended into a series of artist storytelling videos, music content, photography, and experiential activations — including shoots at a historic train museum that brought the Club Car world to life through vintage railcars, live music, and immersive visual storytelling.
The work ultimately blended brand creation, music culture, social impact, and experiential marketing into a unified lifestyle platform.
The Outcome
Club Car quickly gained traction across Western Canada, building strong community engagement through immersive storytelling, music culture, and experiential brand activation.
The project demonstrated how emotional resonance, authenticity, and shared social experience can transform a beverage brand into something far more culturally meaningful and memorable.
Manifestation of the Brand
The Club Car brand was ultimately expressed across multiple cultural, experiential, and storytelling touchpoints, including:
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Brand Strategy & Narrative Development
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Naming & Lifestyle Positioning
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Packaging & Visual Identity Systems
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Social Impact Partnerships
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Music & Artist Storytelling
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Festival & Experiential Activation
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Photography & Video Direction
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Content & Social Media Strategy
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Communications & Community Engagement
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Advertising & Promotional Campaigns
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Events
Los Pueblos
Los Pueblos is a visionary regenerative community development located north of Sayulita in Riviera Nayarit, Mexico. Conceived as a new model for sustainable living, the project combines wellness, environmental stewardship, community connection, and long-term social impact.
The Opportunity
What began as a concept for an age-in-place community evolved into a far larger vision: the creation of a fully integrated regenerative ecosystem capable of inspiring investors, government leaders, collaborators, and future residents.
The Insight
The opportunity was not simply to build homes. It was to create a community deeply rooted in dignity, regeneration, wellness, sustainability, and respect for both people and land.
Strategic Response
Working alongside leadership, development partners, architects, and stakeholders, we helped shape the foundational vision, positioning, and narrative framework for Los Pueblos — a large-scale regenerative community development in Riviera Nayarit.
The work extended far beyond traditional branding or marketing. It involved creating an integrated strategic and creative platform capable of expressing the project’s deeper ambitions around sustainability, wellness, cultural preservation, community connection, healthcare innovation, and long-term regional impact.
From brand architecture and messaging systems to investor materials, government-facing communications, lifestyle positioning, experiential storytelling, visual direction, and bilingual narrative development, the work helped transform Los Pueblos from a land development concept into a fully realized emotional and strategic vision for the future of community living.
This included development of:
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Brand platforms and sub-brand architecture
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Vision, mission, and positioning systems
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Investor and government communications
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Lifestyle and wellness storytelling
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Regenerative development narratives
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Creative direction and visual systems
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Brochures, presentations, and campaign concepts
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Long-term communications strategy across multiple audiences and touchpoints
The Outcome
Los Pueblos established a differentiated vision for regenerative community development in Riviera Nayarit — grounded in sustainability, wellness, cultural connection, and human-centered living.
The work helped generate momentum within Mexico while strengthening investor positioning, government engagement, stakeholder alignment, and long-term strategic clarity around the project vision.
Manifestation of the Brand
The Los Pueblos vision was ultimately expressed across multiple strategic, narrative, and experiential touchpoints, including:
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Vision & Brand Platform Development
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Narrative Architecture & Storytelling
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Naming & Sub-Brand Systems
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Investor & Government Communications
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Regenerative Development Positioning
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Wellness & Lifestyle Narrative Development
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Sustainability Communications
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Experiential Brand Direction
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Website & Digital Strategy
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Long-Term Communications Frameworks
Ensign Energy Services
As Ensign Energy continued to grow globally through acquisition and operational expansion, the company recognized the need for a more unified and clearly articulated brand platform.
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The Opportunity
The opportunity was not simply to refresh the brand, but to create greater organizational alignment around a clearer and more unified expression of the company’s strengths, culture, and long-term direction.
The Insight
Working alongside leadership at Ensign Energy Services, we helped uncover and articulate a powerful truth already embedded within the organization: innovation had always been a defining strength within Ensign’s culture and operations, but had never been fully articulated as part of the company’s brand identity.
Strategic Response
Working alongside leadership, marketing, and operational teams, we helped develop the visual identity, refresh the logo system, establish the brand positioning and messaging framework, and create the OUTPERFORM campaign — an integrated communications platform spanning advertising, digital assets, collateral, presentations, case studies, direct mail, and website development.
The Evolution
Over time, the work helped shape leadership alignment, internal culture, and a more clearly defined innovation identity across the organization. Innovation ultimately became a central strategic pillar within the company.
More than a decade after the original Ensign rebrand, the innovation-centered brand platform expanded through the development and commercialization of EDGE AUTOPILOT™ — an advanced drilling automation suite built to improve operational performance through intelligent automation and real-time data systems.
Manifestation of the Brand
The brand platform was ultimately expressed across multiple organizational and market-facing touchpoints, including:
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Strategic Advisory
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Creative Systems
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Integrated Campaigns
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Internal Culture & Leadership Alignment
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Experiential Brand Communications
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Digital Platforms
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Storytelling & Narrative Development
Vecova
As Vecova prepared for a major capital campaign and organizational evolution, the leadership team recognized the need for a stronger and more contemporary brand platform — one capable of reflecting the organization’s growing role in innovation, inclusion, advocacy, and social impact.
The Opportunity
While Vecova had built a long-standing reputation for supporting persons of all abilities through research, services, recreation, and social enterprise, the existing brand no longer fully reflected the organization’s future ambitions or leadership potential.
The opportunity was not simply to modernize the brand, but to create a more courageous and emotionally resonant platform capable of inspiring stakeholders, engaging donors, and positioning Vecova for its next chapter of growth.
The Insight
Through extensive stakeholder research, interviews, workshops, and organizational discovery, a clearer picture of Vecova began to emerge. While the existing identity system felt refined and institutional, the organization itself was evolving into something far more courageous, progressive, inventive, and outspoken.
Internal and external stakeholders consistently expressed a desire for Vecova to become bolder, more innovative, louder, prouder, and more visibly engaged in shaping conversations around ability, inclusion, and social impact.
The discovery process revealed an opportunity to build a brand platform rooted not in limitation or disability, but in strength, empowerment, humanity, and possibility.
Strategic Response
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Working alongside leadership and stakeholders across the organization, we helped develop a new brand platform designed to align culture, communications, advocacy, fundraising, and future organizational growth.
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The work included stakeholder research, organizational workshops, brand positioning, messaging architecture, identity development, campaign strategy, and activation planning across both internal and external audiences.
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While the original intention had been to retain the existing logo, the discovery process ultimately revealed the need for a new visual identity — one that more authentically reflected Vecova’s emerging personality, ambitions, and future direction.
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The resulting platform repositioned Vecova around themes of empowerment, inclusivity, innovation, and human potential.
The Evolution
The new brand platform extended far beyond visual identity. It became the foundation for a broader organizational activation strategy spanning fundraising, advocacy, internal culture, digital communications, public engagement, and long-term brand evolution.
Campaign KnowNoBounds helped reposition Vecova in a more contemporary, emotionally resonant, and empowering way — shifting the conversation away from limitation and toward human potential, inclusion, strength, and possibility.
The work also supported the organization’s capital campaign vision and helped establish a more cohesive and future-focused platform capable of uniting internal stakeholders while engaging donors, partners, volunteers, advocates, and the broader community.
Manifestation of the Brand
The brand platform ultimately became a vehicle for expressing Vecova’s evolving culture, values, vision, and voice — shaping everything from internal engagement and advocacy to fundraising, storytelling, digital experiences, and community connection.
The work helped create a more contemporary, confident, and emotionally resonant expression of the organization — one rooted not in limitation, but in human potential.