Leann Lennox, Creative

Developed an integrated in-store program for ‘Smucker’s Mom’s Breakfast Café’ in order to maintain the brand equity while recruiting new users, increasing usage and driving awareness.

Role: Art Director, Ideation, Conceptual & Design

2015

The goal of this program was to generate brand awareness and trial, drive impactful consumer engagement outside normal retail channels and reinforce the brand’s premium image and heritage.
Our recommendation was a partnership between Golf Town and The Glenlivet with a contest that offered our target consumer an attractive and unique prize.

Role: Ideation, Brainstorm, Production

2013

To promote Smucker's Sundae Syrup, we created a mom-stopping display that highlighted the appetite appeal of the product and offered her an idea for a fun, family moment that would help her create lasting memories for her kids. 

Role: Ideation, Art Director & Design

2015

J. P. Wiser ‘Tastes Like Whisky’ in store promotion conceptual. Here, you'll see two proposed ideas for an integrated promotion for J.P. Wiser.

Concept 1
The Great Equalizer: J.P. Wiser is whisky for anyone who likes whisky. It doesn’t matter how you pour it, as long as you enjoy it.

Concept 2
The Anti Flavour: Whisky that taste like whiskey. J.P. Wiser doesn’t have to talk sweet about its Whisky.

Role: Ideation, Art Director, Design

2015

IN THE RAW launched in Canada in 2014. To promote the launch, IN THE RAW sent out a brochure in Newspapers. The Brochure was packaged with samples of both Stevia and Natural Turbinado sugar along with a high value coupon to entice sales. In-aisle blades and posters were developed to ensure that customers could find the unique new product in store.

Role: Ideation, Art Direction, Design, Production

2014

The Fall Bake editorial recipe booklet is a cornerstone marketing piece for Robin Hood Flour and related brands, heading into the holiday season. 

The design needed to be slightly different each time as home bakers save these leaflets to use year after year. But they also needed to feel like each one was part of a well-loved family. 

Role: Ideation, Art Direction, Design, Production

2008-2016

To promote Smucker's Sundae Syrup, we created a display that chimed the iconic music of an Ice Cream Truck as you walked by. The goal was to highlight that a family can create the magic of an ice cream truck in the comfort of their own kitchen. Offering the family a way to create memories.

Role: Ideation, Art Director & Design

2014

To promote Bick’s, we proposed a partnership with Food Banks Canada and several other brands. We developed an event called Bick’s Grill and Give. We took over Yonge-Dundas Square to hold a BBQ where for every burger purchased, the brands involved would give a care package to Food Banks Canada. Through celebrity challenges, live entertainment and a Raptor’s basketball team mascot being in attendance, Bick’s and all brands involved were able to obtain media coverage and exposure.

Role: Ideation & Design

2011

The Mustard Seed, a Calgary charity serving the homeless population there, needed a new holiday campaign.

Leveraging their existing video production and media partnerships, this idea was developed to work across all channels - DM, Out of Home, Television, Digital and social media, owned web properties, and onsite at the Mustard seed.

The program utilized a two-phase approach to minimize wear out and increase campaign memorability both this year, and to be used in years to come.

30s Cut

Role: Ideation, Art Direction

2018

Canadian Diabetes Association re-branded to Diabetes Canada late 2016, early 2017. As a result, all existing direct mail campaigns were re-visited and, in some cases, entirely overhauled to reflect the current brand voice and identity. As the Canadian Diabetes Association newsletter was a direct reflection of the old brand, a completely new approach was developed to represent the updated brand.

Role: Ideation, Art Direction, Design, Production

2017

Regular donor packages require a unique combination of familiarity, and intrigue.

This donor package combined core brand elements, fundraising best practices like match language, and a compelling concept that increased open rates. This ultimately led to donations that exceeded goals for the package. 

Role: Ideation, Art Direction, Design, Production

2017

This Uplift piece had dual purpose. It needed to report back to donors on the amazing work their past donations made possible. And, it needed to make it clear that the work was not yet finished.

As it was being sent to an affluent and analytical donor segment, it needed to be warm but not emotional and informative without sliding into being sentimental or sensational. 

Role: Ideation, Art Direction, Design, Production

2018

This follow-up mailing to the previous piece had one job. It needed to report on the impact donors had made in 2018, and thank them for their on-going support. 

This design is a departure from the typical Uplift campaign, without feeling too separate. 

Role: Ideation, Art Direction, Design

Developed several branded pieces to highlight Under Pressure’s services, create awareness and educate. Under Pressure, Inc. – Hyperbaric Treatment Centre specializes in hyperbaric oxygen therapy treatment to help patients heal faster using natural methods.

Role: Art Director, Designer, Production

2014-2017

This book was was designed to feature to feature all Gay Lea developed recipes to date. Our Table was originally created as a consumer incentive in order to promote multi-item purchase. As the demand for the book did not cease with the promotion, it was reprinted and sold on Amazon.

Role: Ideation, Art Director, Design, Production

2010

This bride and groom wanted a design that was crisp and modern, but also warm and welcoming to their guests. 

The core elements were carried through the various elements of their day, from invitation, to party decor, to thank you cards. 

Role: Art Direction, Design, Production

2018

The Uplift program is unique for fundraising. Speaking to a more affluent and analytical audience, it moves away from the usual storytelling to present compelling facts and figures.

These proposals serves to entice this audience to invest in the advancements taking place and become a part of the future of healthcare. 

Role: Art Direction, Design, Production

2018

Mopsters is a full service cleaning company with a conscience. The logo and business card was developed to represent the eco-friendly nature of the business model.

Role: Art Director, Design, Production

2008