Think Small
Situation
Canada Post recognized the critical role small businesses play in communities nationwide, especially during economic recovery. There was an opportunity to use its national reach to support these businesses and encourage Canadians to engage locally.
The Challenge
The challenge was turning insight into action at scale. The program needed to resonate with both small business owners and consumers while remaining clear, actionable, and easy to participate in. Coordination across marketing, communications, internal teams, and unionized environments was critical to ensure consistency from head office to the front line.
What Was Done
I helped shape a program with a flexible visual identity, a national broadcast spot, and a full micro site serving multiple audiences. Materials were created to educate front-line employees and ensure internal alignment, while public-facing elements encouraged Canadians to support local businesses. The result is a cohesive, national initiative that simplifies participation and reinforces Canada Post’s role as a partner in community support.
Broadcast TV Spot
A national campaign designed to raise awareness and encourage Canadians to support small and local businesses, using Canada Post’s reach to amplify voices that often go unheard.
Digital creative
A flexible visual system using organic shapes and lifestyle imagery to reflect the diversity and growth of small businesses, while maintaining consistency across placements.
Micro Site
A multi-section micro site designed for both business owners and consumers, offering tools and resources for business growth alongside clear, practical ways for Canadians to support local businesses.
