May 30, 2007
Racing for business and pleasure
TORONTO—Karl Thomson has turned his passion for car racing into a motorsports marketing specialization.

Compass360 wins clients on the racetrack

Thomson, creative director and managing partner of Compass360 in Toronto, has been racing professionally since 2004. This year, he is running three Acuras in the Grand-Am racing series. After two wins in four races, he and co-driver Billy Johnson are currently in the lead for the Grand American ST-class Driver’s Championship.

But it’s not all play and no work. His bright orange and black Acuras have proven to be great advertising vehicles for Compass360.

Karl Thomson celebrates his second win of the year

“We’ve begun to work with other teams in helping them improve their brands,” says Thomson. “And of course, many of the drivers have relationships with other companies and so we use racing as an opportunity to introduce our branding and advertising practice to those firms.

“Folks often tell me they think our cars and team have the best branding of any in the paddock, which I think is a sign we’re doing things right. I enjoy combining two of the things that I’m really passionate about: design and racing.”

Thomson’s next race is on Sunday June 17 at Mosport International Raceway in Bowmanville, Ont. Contact: www.compass360.com/racing

How does your salary measure up?
TORONTO— The Association of Registered Graphic Designers of Ontario wants to know how much you make.

RGD Ontario – in association with the Society of Graphic Designers of Canada, the Société des designers graphiques du Québec and various industry sponsors – is currently conducting its national survey of graphic design salaries and billing practices.

It’s looking for creative directors, art directors, graphic designers, educators, production managers, web developers and project managers to complete its online salary survey, which closes June 22. Contact: http://www.researchdimensions.com/designsurvey

May 25, 2007
West Coast studio parties Bollywood style

Muze Creative partners Laurie Darrah, Simon Troop and Carol Hyland

VICTORIA—Muze Creative recently celebrated its 10th anniversary with a Bollywood theme party. Local designers, suppliers and clients past and present were invited to join in the celebrations, which included temporary tattoos, South Asian dancers and a palm reader. Every detail of the party was branded from the outfits and entertainment to the decorations and invitations.

Part of the décor included a showcase of past work. Partner Carol Hyland was surprised at how much time people spent looking at the creative. “They never see the other work we’re doing for other clients,” says Hyland.

Clients and colleagues enjoy Bollywood entertainment

Being able to rekindle past relationships from the last 10 years was well worth the cost of the event, she says, adding that they’ve already had work inquiries. “It’s a great way to get your name back out there.”

The response, says Hyland, was incredible. “It’s a self-promotion product that really works.” Contact: www.muzecreative.com.

Buying chocolate from a biker

GJP takes a light approach to fuel interest in a serious cause

TORONTO—GJP Advertising has developed an amusing campaign for B.A.D Ride (Bikers Against Despair), an annual motorcycle event that raises money for the Distress Centres of Toronto. The television and print ads take a humourous look at what it would be like if bikers tried to fundraise in traditional ways, such as selling chocolate-covered almonds or running a car wash.

Chris Duchane designed the marketing pieces, photographed by Arash Moallemi. Lisa Greenberg and Trevor Schoenfeld provided creative direction.

GJP also designed an event poster, brochure and bandana for the ride, which takes place this Sunday. Contact: www.thebadride.com; www.gjpadvertising.com

May 16, 2007
Award-winning art director launches magazine stateside
TORONTO—Toronto Life art director Carol Moskot is packing up her family and moving south to New York City. Moskot and her husband, advertising creative director Dan Zimerman, are launching a new bimonthly lifestyle magazine called Jewish Living.

Toronto Life AD Carol Moskot heads to NY

“Imagine if you took Martha Stewart Living, Oprah, Real Simple and looked at it through the lens of the (female) North American Jewish community,” says Moskot. “It’s a demographic that’s never been targeted specifically… an idea like this has never existed.”

Moskot will bring years of editorial design experience to her role as art director of the new publication.

Cover mock-up of Moskot's new magazine

While design chief at city magazine Toronto Life, Moskot spearheaded a major redesign that debuted with its April 2005 issue – the magazine’s first design revamp in 12 years.

Prior to joining Toronto Life in 2004, Moskot worked as an editorial design consultant on the redesigns of Macleans, Canadian Gardening and Canadian Home and Country magazines.

Moskot’s art direction credits also include The Globe and Mail, Fashion magazine and a variety of custom publications. And she has won numerous design awards in the process. Moskot is currently nominated for two National Magazine Awards in art direction at this year’s event in June.

Her new title, Jewish Living, is scheduled to launch this November. Contact: www.jewishlivingmag.com

May 15, 2007
Employee communications firm lands Sears account
CAMBRIDGE, Ont.—Punch Integrated Communications has been providing Kmart with internal loss prevention and safety communications since 1998. After the merger of Kmart and Sears in 2005, Sears continued to receive its corporate communications programs from another firm, until now.

Punch recently won the RFP to provide Sears’s seven business units – retail stores, outlets, product repair and service, hardware, and outdoor services ¬– with an internal communications program worth an estimated $480,000. The first program launches in August.

“”It was a big decision for Sears to change vendors because the incumbent had a knowledge and history of the uniqueness of the different business units,” says Punch vice president of client services Rick Agostini, in a released statement. “But when Sears Loss Prevention Managers were transferred to Kmart, they loved the program they saw. Contact: www.punch.ca

New campaign from Publicis Vancouver’s latest addition FFWD

Publicis Vancouver launches new ad campaign for local sports team

VANCOUVER—The Vancouver Whitecaps Football Club kicks off its 2007 season with a new advertising campaign by Publicis Vancouver’s FFWD. The new division, led by local sports and entertainment marketers Marla Taner and John Rocha, specializes in sports and sponsorship marketing.

As the Whitecaps agency-of-record, Publicis Vancouver created a marketing campaign that consists of print and transit ads and restaurant/bar posters as well as three 30-second radio spots.

“Publicis has elevated the look and feel of this year’s creative and made it more inspiration,” states Whitecaps president Bob Lenarduzzi, in a recent media release. “It definitely captures the essence of elite caliber soccer and communicates what we know we can deliver to our fans.” Contact: www.publicis.ca

Karacters to draw curtain on new identity for Stratford
TORONTO—Karacters Design Group, Toronto, has been hired to rebrand the Stratford Festival of Canada in 2008. The overhaul includes a new brand identity, positioning, and creative platform, which will structure the theatre company’s 2008 marketing communications program.

“We’re impressed by Karacters’ passion, creativity and expertise in recreating brand identities in Canada,” says Rachel Hilton, director of marketing for the Stratford Festival of Canada, in a media release. Contact: www.karacters.com

Soak up Taxi’s humourous new campaign
VANCOUVER—As a promotion for the Vision 2007 Marketing Conference, Taxi Vancouver has developed a print and email campaign that directs potential conference attendees to www.beasponge.com

The satirical site, which doubles as a tool for event registration, spoofs guests with a “pseudo-scientific concept that claims to increase one’s ‘mental absorbency’ through ‘Sponge Sounds.’”

“When you go to a conference like this, you want to soak up as much as you possibly can,” says Michael Mayes, creative director at Taxi Vancouver, in a release statement. “What better way to get that across than sponges.” Contact: www.taxi.ca

May 9, 2007
A community-minded approach to sustainable design

VANCOUVER—Interactive design and web development firm smashLAB has launched its “most important project to date,” according to smashLAB designer Peter Pimentel.

Its new web-based project Design Can Change was created to address climate change and encourage sustainable practices within the design community. Built on the idea that there is strength in numbers, the site aims to bring designers together to discuss ways to improve how design affects the planet.

According to the site, the initiative also intends to establish “definitive” sustainability standards for designers to implement; promote and showcase the work of designers committed to sustainable practices; and raise awareness of the importance of sustainable-thinking.

“We've been putting serious thought to our impact on the world as designers and [we] were concerned with the amount of waste we collectively produce,” writes smashLAB creative director Eric Karjaluoto on the company’s website. 

Now up and running after 10 months of work, Design Can Change is still developing its comprehensive sustainability resource and directory of committed designers. Contact: www.designcanchange.org

May 1, 2007
RGD Ontario elects first female president

TORONTO—At its annual meeting on Saturday, the Association of Registered Graphic Designers of Ontario elected its 2007 board of directors, including new president Nicole Vallée.

RGD's first woman president, Nicole Vallée

Vallée, president of Allegro168 design consultancy in Ottawa, launched her career in Toronto over 20 years ago after studying at the Ontario College of Art & Design and Algonquin College. She has well-rounded experience on both the technical and account management side of the business, having worked in design, marketing, promotion and communications product development. 

In 1993, Vallée established Allegro168 communication and design studio. Clients of the 14-year-old bilingual company include Cable Television Standards Council, Natural Resources Canada, Parks Canada, Canadian Home Builders’ Association, International Development Research Centre, and Ottawa Public Health.
For a list of the 2007 board of directors, visit www.rgdontario.com.

Winnipeg design studio wins prize for local book

Relish is awarded for Going Downtown book design

WINNIPEG-—Relish Design Studio was awarded the Manuela Dias Book Design of the Year award at the Manitoba Writing and Publishing Awards last Saturday for its work on Going Downtown: A History of Winnipeg’s Portage Avenue.

The bestselling trade paperback of 2006 for West Coast bookseller McNally Robinson, Going Downtown was designed by Relish principal Suzanne Braun. Contact: www.relishdesign.ca