With more than 35 years of experience, Philip blends his expertise, experience and talent to create a wide variety of design solutions for his clients. Whether creating a new brand identity or developing branded communications, he delivers compelling solutions that increase his clients’ objectives and their brand equity. Starting out as the in-house designer for a Montreal insurance company, he has worked in Montreal, New York and Toronto for several renowned design firms, prior to founding his solo-practice, Method Branding in 2004. Philip’s clients have included global and large Canadian companies, as well as small firms and start-ups. Some of his major international and Canadian brand engagements include HNZ Group Inc., Ornge, The Personal Insurance Company, PPI, Abitibi-Consolidated Inc., Aliant Inc., Osler, Hoskin & Harcourt LLP, Radianz (a joint venture of Reuters and Equant), Petro-Canada, Fasken Martineau, Accora Village for Ferguslea Properties Limited, General Motors Corporation, Revera Inc., Labatt Brewing Company, Town of Oakville, Canada Trust, Northrop Grumman Corporation, The Duke of Edinburgh’s Award, Ontario Hospital Association, Canadian Heritage, Shoppers Drug Mart, PricewaterhouseCoopers and Bell Canada. Fluent in French and English, Philip won a Canada-wide competition for the design of the logo for the Canadian Port and Harbour Association while studying graphic design at Montreal’s Concordia University. He also teaches a course on strategic brand development at OCAD University. His work has been recognized with awards in Canada and the United States, and has been exhibited and published in both North America and Europe.…

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With more than 35 years of experience, Philip blends his expertise, experience and talent to create a wide variety of design solutions for his clients. Whether creating a new brand identity or developing branded communications, he delivers compelling solutions that increase his clients’ objectives and their brand equity. Starting out as the in-house designer for a Montreal insurance company, he has worked in Montreal, New York and Toronto for several renowned design firms, prior to founding his solo-practice, Method Branding in 2004. Philip’s clients have included global and large Canadian companies, as well as small firms and start-ups. Some of his major international and Canadian brand engagements include HNZ Group Inc., Ornge, The Personal Insurance Company, PPI, Abitibi-Consolidated Inc., Aliant Inc., Osler, Hoskin & Harcourt LLP, Radianz (a joint venture of Reuters and Equant), Petro-Canada, Fasken Martineau, Accora Village for Ferguslea Properties Limited, General Motors Corporation, Revera Inc., Labatt Brewing Company, Town of Oakville, Canada Trust, Northrop Grumman Corporation, The Duke of Edinburgh’s Award, Ontario Hospital Association, Canadian Heritage, Shoppers Drug Mart, PricewaterhouseCoopers and Bell Canada. Fluent in French and English, Philip won a Canada-wide competition for the design of the logo for the Canadian Port and Harbour Association while studying graphic design at Montreal’s Concordia University. He also teaches a course on strategic brand development at OCAD University. His work has been recognized with awards in Canada and the United States, and has been exhibited and published in both North America and Europe.…

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With more than 35 years of experience, Philip blends his expertise, experience and talent to create a wide variety of design solutions for his clients. Whether creating a new brand identity or developing branded communications, he delivers compelling solutions that increase his clients’ objectives and their brand equity. Starting out as the in-house designer for a Montreal insurance company, he has worked in Montreal, New York and Toronto for several renowned design firms, prior to founding his solo-practice, Method Branding in 2004.

Philip’s clients have included global and large Canadian companies, as well as small firms and start-ups. Some of his major international and Canadian brand engagements include HNZ Group Inc., Ornge, The Personal Insurance Company, PPI, Abitibi-Consolidated Inc., Aliant Inc., Osler, Hoskin & Harcourt LLP, Radianz (a joint venture of Reuters and Equant), Petro-Canada, Fasken Martineau, Accora Village for Ferguslea Properties Limited, General Motors Corporation, Revera Inc., Labatt Brewing Company, Town of Oakville, Canada Trust, Northrop Grumman Corporation, The Duke of Edinburgh’s Award, Ontario Hospital Association, Canadian Heritage, Shoppers Drug Mart, PricewaterhouseCoopers and Bell Canada.

Fluent in French and English, Philip won a Canada-wide competition for the design of the logo for the Canadian Port and Harbour Association while studying graphic design at Montreal’s Concordia University. He also teaches a course on strategic brand development at OCAD University. His work has been recognized with awards in Canada and the United States, and has been exhibited and published in both North America and Europe.

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Skills

Adobe InDesign
Br
Branding
Br
Brochure
Fr
Freelance Gig
Lo
Logo
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Experience Level

Adobe InDesign
Expert
Branding
Expert
Brochure
Expert
Freelance Gig
Expert
Logo
Expert
Microsoft Powerpoint
Expert
adobe acrobat pro
Expert
Adobe Illustrator
Expert
Signage
Expert
Web Design
Expert

Language

English
Fluent
French
Fluent

Education

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Qualifications

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Industry Experience

Computers & Electronics, Education, Financial Services, Government, Healthcare, Life Sciences, Manufacturing, Non-Profit Organization, Professional Services, Real Estate & Construction, Telecommunications, Transportation & Logistics, Other
    uniE613 Government of Canada
    The situation A distinctive look for all Government of Canada communication products and initiatives related to the 2010 Olympic and Paralympic Winter Games was required. The look had to articulate the Government’s vision for the Games, and was to be used by over 32 Government departments and agencies. The look also had to comply with all Federal Identity Program (FIP) elements, as well as the Vancouver 2010 emblems and graphic standards. Actions A “kit of parts” approach was employed for the “Canada 2010 Brand”, whereby the kit would consist of elements that would be easily used by outside design and advertising agencies to brand all communications materials for the periods before, during and after the Games. Integral to project success was a well-planned and thought-out “kit of parts” that allowed for the selective application of various branding/graphic elements to different media in the interest of creating a unified voice for the “whole government”. Stationery, fact sheets, kit folders, brochures of different formats, sizes and languages; signs and banners; vehicles; electronic media from web sites, television, film and video to new media such as podcasts and mobile phone content; advertising media; promotional give-away items such as magnets, buttons, pins, shirts, other clothing items, hockey pucks, etc.: all could and would be created utilizing our “kit of parts” approach. The kit of parts became part of the Graphic Standards Guide. The Graphic Standards Guide contains a comprehensive catalogue of all relevant artwork files, with descriptions, file formats and primary use reference (commercial printing, PowerPoint, video, etc.) for any end-user and was supplied as a navigable PDF document, with simple English and French instructions, while also giving examples of the applications in English and French. The Graphic Standards Guide also clearly discusses the “Canada 2010 Brand” in the context of how the new corporate look must adhere to all FIP regulations. Results The Canada 2010 Brand was fully rolled out by many agencies across Canada. Due to the successful deployment of the Canada 2010 intranet site and the clear, concise nature of the Graphic Standards Guide, all file formats and design suggestions were employed successfully.…
    uniE613 PPI
    The situation Two of Canada’s leading managing general agencies (MGAs) – PPI Financial Group (with principal offices in Vancouver, Toronto and Calgary) and Financial Management Group (FM) (based in Calgary, with offices across Canada) – were entering a strategic alliance, with PPI taking an equity position in FM. PPI was Canada’s pre-eminent insurance distributor supporting advisors working in the high net-worth market. FM was a leading distributor focused on the mid-market insurance business in Canada. How these two brands should be related needed to be resolved quickly, in time for the public announcement of the alliance. We were retained to develop a brand architecture for PPI and FM, as well as create brand names, brand identities and all branded assets for both print and online communications. Actions Working with senior management at PPI and FM, we developed a positioning and brand strategy for the merged firm and for each operating brand. The next step was to establish the brand architecture strategy and create brand names over an aggressive one month time frame. With these essential brand elements in place and with an approved creative brief, we developed a brand identity system that included a parent brand, and segment brands for PPI Financial Group (renamed PPI Advisory) and Financial Management (renamed PPI Solutions). PPI Advisory represented the existing high net-worth segment and PPI Solutions described the more transactional activity of the mid-market business segment. The brand for PPI Solutions was the first out of the gate in June 2010, with a comprehensive stationery package, PowerPoint template, promotional brochure and fact sheets, banners for launch, web site and promotional items. New proprietary software tools and products were brought to market and the software was branded to integrate into the overall PPI Solutions brand experience. PPI and PPI Advisory were launched in the fall of 2010, each with their own support materials. Full page ads were designed and placed in a number of trade publications. The brand identity system was designed to balance the need to create a strong PPI brand, while differentiating their brand segments. We produced detailed (60+ pages) brand standards for each PPI brand, and conducted brand workshops across Canada. Results Both internal and external stakeholders embraced the new brands. Financial results for this privately held company have significantly improved. PPI is now poised for continued growth and success. The PPI logo was also awarded a Gold Award from Graphis Logo Design 8, one of the world’s most prestigious design publications.…
    uniE613 Scientus Pharma
    The situation Legalizing cannabis is a hot topic right now. There are a lot of “medical cannabis” brands, but few that are truly medicinal, true pharmaceutical brands. Scientus Pharma has developed proprietary processes to produce true, exact dose cannabis-pharmaceutical products and asked us to brand the company and their products. Actions We worked from the ground up. Our first step was to establish a strategic framework that drove all creative work, including the company brand name. By creating the Scientus Pharma as a name, it delivered on the strategic objective of positioning the company as a pharmaceutical company and distanced it from any association with cannabis. An interim logo was quickly produced, with some core materials like stationery so that Scientus could begin operations, while the brand identity was being developed. We created a wordmark punctuated with a red triangle, reinforcing the scientific core of this brand. The red triangle evokes one of the key differentiators for Scientus, the ability to deliver exact dosage of cannabinoid profiles in the medications they are developing. The look of the Scientus brand was further differentiated by commissioning illustrations to give the company look a smart, yet compassionate look. The illustrations also help underscore that intellectual property is key to this brand. The illustrations have been used in a brochure, on the Scientus web site and are intended to be used in a variety of other media. We have developed brand names for their first products, and continue our collaborative efforts as Scientus. Results Har Grover, Scientus Pharma Executive Chairman, said, “We’re thrilled. The company is charting new territory. There weren’t a lot of precedents to draw from – not a traditional pharma drug, not a recreational cannabis product. Method Branding was able to draw from a number of different sectors to give us what we were looking for. People and companies that we are interacting with have commented how our look is unique and truly sets us apart from both cannabis-based companies and biopharma brands.”…
    uniE613 Saxon Aerospace
    The situation Saxon Aerospace, a specialized Vancouver, BC area organization that offers flexible, skilled staffing for aerospace companies, was unhappy with their web site. After we began discussions, it quickly became apparent that the issue was that their brand was undefined, with no clear vision of where the company was heading. Our actions We began a process of inquiries, workshops and discussions that defined who they are, and what direction they intended to take their company. This formed the strategic framework for the articulation of the Saxon brand strategy. With the brand strategy to guide our work, we created a new Saxon Aerospace logo and look and feel. In addition to the new brand identity, we developed their new web site, as well as new stationery. The launch of the new brand identity was scheduled to coincide with a major trade show in which Saxon was participating, and a new tradeshow booth, collateral and promotional items were designed for the event. The results The new brand identity has enable Saxon Aerospace to expand, offering new services in the Vancouver area, as well as expanding in to the United States.…
    uniE613 Relevant experience
    An overview of branding projects, both before 2004, and since.…
    uniE613 Osler
    The situation The firm once known as Osler, Hoskin & Harcourt LLP had evolved into one of Canada’s leading business law firms with multiple offices across Canada and in the United States. While the firm’s operations greatly expanded, its cumbersome 20-year-old identity, for which there were no formal standards, did not keep pace. It was also hampered by not being very legible on web sites. In 2005, the decision was made to remedy this. Our actions A recommendation to shorten the name to Osler, which was what most clients were already calling the firm, was quickly accepted. A new positioning statement was also developed to define the Osler brand. Using some of the distinct characteristics of the previous logo, a new wordmark was created, designed to work well in both print and electronic media. Detailed application guidelines for marketing materials, electronic communications, newsletters, invitations and signage were then established, and key implementers, internal and external, were trained in their use. The firm’s advertising agency and web developer were also provided with guidelines and ongoing guidance to ensure consistent application of the new identity. The results A key aspect of this project was the need to support the marketing activities and specialized needs of offices across North America, as well as marketing staff in a central location. In addition to basic identity guidelines, the comprehensive system includes rules for the use of photography and illustrations, as well as content and structure formats for electronic and print publication systems. Easy-to-use templates for presentations, correspondence and promotional materials provided all offices with the tools to create materials that are on-brand. The program enabled Osler to build a uniform identity throughout its North American network of offices.…
    uniE613 Ornge
    The situation In January 2006, Ontario Air Ambulance (OAA) was appointed by the Ontario Ministry of Health and Long Term Care to coordinate all aspects of the province’s transport medicine system. OAA recognized the need to have a compelling brand identity that was compatible with all aspects of its increasing responsibilities. Our actions New brand identity concepts were developed for several supplied new name options for the organization. Presenting to the brand champions (a group with representation from head office, operations, paramedics and key executives, including the president), options for the new name and brand identity were reviewed and narrowed down over several meetings. Ultimately the final brand identity was selected. It was immediately apparent, given the general public’s association of orange coloured helicopters with air ambulances, that the new brand identity’s dominant colour would be orange. It also determined the organization’s new name. The brand champions were regularly consulted over the course of establishing the visual platform of the brand. Implementation of the new brand identity involved a smaller internal team, reviewing and approving designs for rebranding the fleet of helicopters and fixed wing aircraft, stationery, uniforms, signage, promotional items and brand identity guidelines. The results Ornge was successfully launched, initially to employees and then to external stakeholders, in August 2006. Employees quickly embraced the new brand identity, especially the symbol, which one manager has dubbed “the wings of transportation, the hands of care.”…
    uniE613 Ontario Hospital Association
    The situation The Ontario Hospital Association (OHA), representing approximately 154 public hospitals, uses advocacy, education and partnerships to build a strong, innovative and sustainable health care system for all Ontarians. The OHA had launched a new identity in 2004, but had not created brand standards to manage the large volume of print material they create, and their web presence and communication with stakeholders was not being managed efficiently or effectively. They were sending numerous electronic communications to their target audience from multiple departments within their organization. This resulted in a barrage of e-blasts as well as duplicate correspondence that was frustrating to their audience. Their audience had also grown beyond hospitals to a much broader health care base beyond its provincial boundaries. Actions Interviews were conducted with senior level executives to understand the OHA’s organizational requirements and help develop a marketing strategy that would allow for a unified brand presentation in both print and online communications. All materials produced by OHA were collected, from stationery samples to marketing materials. Signage and other visible manifestations of the OHA brand identity in the OHA office were photographed. Screen grabs were generated of the OHA web site and e-blasts were catalogued. The audit revealed certain gaps between the desired positioning of the organization and its various programs and initiatives, and what was being communicated. Without changing the logo, we created a brand architecture system for the visual presentation of the OHA brand that was unified, but flexible enough to handle the many requirements of their day-to-day communications. A 60+ page Visual Identity Guidelines document was produced to articulate the OHA brand positioning and brand tools needed for internal and external partners to create properly branded materials. Results A large volume of brochures and other communications is still being produced by the organization, supported by weekly e-blast promotions. New stationery was completed and separate branding was created for some of their unique initiatives, all within the framework of the brand architecture system established. Branding decisions are no longer treated on an ad hoc basis but are guided by the brand tools that were supplied to the OHA, allowing the organization to achieve significant cost savings and vastly improve stakeholder engagement. Our efforts in aligning the brand architecture with the organization’s objectives have allowed for our creation of a strong brand with striking graphics for HealthAchieve (their annual conference), as well as compelling interactive media solutions for Healthscape (their healthcare information platform).…
    uniE613 HNZ Group
    The situation Canadian Helicopters Group Inc., the largest helicopter transportation services company operating in Canada, acquired Helicopters NZ, New Zealand’s largest helicopter operator with bases in New Zealand, Australia, Laos and Cambodia. A new brand identity was required to unify the company under one brand. The company also decided to rename the original company HNZ Group Inc. in order, in part, to end the confusion with CHC (their former owner prior to 2000). Actions A comprehensive identity system was developed to include the HNZ brand name, as well as Canadian Helicopters (the name retained for operations in Canada), HNZ Topflight (the advanced flight training school in Penticton, BC), and maintenance operations operating under different names in Langley, BC and in Idaho. From an initial 11 concepts first shown to the client, four were presented in the second round. Further refinements were made after each round until the final logo concept was selected in the fourth round of presentations. To launch the new name and identity, we created a series of ads that appeared in major newspapers in Canada, New Zealand and Australia in late September and early October 2012. We also prepared a small brochure and e-blast to launch the new name and brand identity. Full stationery packages for all bases and operations were produced. New web sites for HNZ Group and for Canadian Helicopters were also ready for the brand launch. Standards for signage, uniforms, livery and promotional items were created and distributed, as was an interim brand identity guideline PDF, while the comprehensive graphic standards manual was being finalized. Results Since the brand launch in September 2012, the response from internal audiences has been overwhelmingly positive. External audiences, including HNZ customers, have also been very complementary of this rebranding effort.…
    uniE613 Duke of Edinburgh Award (Canada)
    The situation The Duke of Edinburgh’s Award was founded in 1956 by His Royal Highness, Prince Philip, Duke of Edinburgh K.G. K.T. The Award came to Canada in 1963 and currently runs in 120 countries around the world. Volunteer-based, the Canadian program has divisions in all provinces and territories, each operating with its own Board and staff. The program empowers young people, ages 14 to 24, to complete The Award by achieving personally established goals in the areas of community service, skill development, physical recreation and adventurous journey, and achieve one of its three Award levels: Bronze, Silver and Gold. Actions Working with the marketing committee (which had volunteer and staff representation from across the country), as well as the national executive director and a major donor, we developed a strategy to refresh the brand. This project involved a thorough investigation and audit, including multiple interviews of most constituencies across Canada, creating a platform to articulate the Board’s views about the brand going forward. The next step was to refresh the cipher based upon Prince Philip’s coat of arms. The process was very collaborative reflecting the needs of international, national and regional elements of the charity connected directly to the British monarchy. The cipher was used as the centre of the many logo variations, accounting for regional as well as language variations (English only, French only and bilingual versions) for a total of 33 logos. Stationery for all regions was developed, as well as a brand identity system consisting of graphic and photographic elements. The variety of elements allows for regions to create their own customized marketing materials, while maintaining a strong unified look through all communications. Other materials, such as PowerPoint templates, posters and banners, were also developed and distributed across the organization. A web site for the whole organization was developed with areas available for regional input. DVDs were distributed to each regional office with a complete suite of its regional logos, artwork files, image library and a navigable PDF graphic standards manual. Results Each regional office now has the tools to create its own materials autonomously, while maintaining a strong look for The Award across Canada.…
    uniE613 DAC Group
    The situation DAC Group – a global digital agency with 14 offices across North America and in Europe – recognized that to propel their business forward, they needed to more effectively tell their story. The new DAC brand needed to not only reflect the strength of the firm today, but also position it for the future. Our actions An exhaustive and collaborative examination of who they are today and who they want be, led to a new brand story encompassing their unique culture and values. Of the many different concepts for the new DAC logo, the final logo has a symbol composed of four icons positioned around a plus sign. The icons – representing partnership, multi-directional growth, ideas and creativity throughout the agency and infinite possibilities, with the plus sign representing the positive, optimistic attitude permeating the agency – form a symbol that represent the attributes that are at the core of the agency’s DNA. A distinctive look and feel for the agency was developed, which was dubbed “Global, at the speed of light.” A key part of the look are images of blurred lights in urban settings around the world. These photographs reflect not only the global reach of the agency, but also evoke the speed at which their clients interact with customers, as well as the speed at which DAC responds to their clients. These images, as well as other brand identity elements, are part of the “Brand Toolbox” which was collaboratively developed with the DAC creative team. This empowers the staff in the various offices to develop materials locally that are all consistent and “on-brand.” The results The new brand identity was received enthusiastically at a gathering of DAC employees from all offices at a launch event in June 2018 and received rave reviews from clients.…
    uniE613 Additional Samples
    Additional samples of work prior to 2004. The clients include Canada Trust, Aliant, the Town of Oakville (Ontario), and Radianz (a joint venture between Reuters and Equant) telecommunications government technology financialservices…

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