Case Study:

Helping the CMA Establish a New Era of Excellence


Canadian Marketing Association


Creative Direction

Identity & Branding

Brand Support

For in-person galas, and live online awards show formats when required, we provided concept, design, creative direction, and all production of assets. This included a unique annual show brand that was used extensively across promotional materials and social media platforms.

Our Clients' Needs

Canada’s premier marketing organization holds a much-revered annual gala awards show, currently in its 55th year, they wanted to raise the level of production and maintain interest in the event amongst leading national ad agencies and their clients.

sketchbook sample pages of comps

Our Solutions

To raise the production value, we added unique show brands each year, complete with identities, themes, and custom graphics. These were applied to the live screens and staging during the event, social media channels, on-site messaging, and printed and digital promotional items. This created a one-of-a-kind event and the consistency across all communications made the event a more prestigious ticket. In turn, boosted the appeal of winning top honours. The new bigger production approach established on all fronts drove the anticipation of next year's concept and show experience. Social media buzz by both the CMA and past attendees and winners created further ripples of awareness, keeping it not only viable but even more popular than before.

Together with the client we decided on 3 possible themes, we provided visual options for these that stated with mood boards and show brand identities. One was chosen and developed further and assets needed for print, digital and multimedia uses were created.

For the 2020 event the CMA we had to pivot with the CMA to create an online experience that captured the excitement and quality of the previously in-person galas, here is how we did it.

Matt thinks outside the box when working on a project and has a creative flare that is rare to find. He is fabulous to work with and I highly recommend!

Emma Heagle
Director, Events & Experiences - Canadian Marketing Association

Initial comps from the two eliminated themes; Speak Easy, and Space
2 alternative comped ideas

The Direction

In Marketing industry circles The Annual CMA Awards, is the premier gala event to attend. Hosting the biggest names and up-and-coming talent, it is widely viewed as a major schmooze opportunity for agencies and creatives, not to mention bragging rights earned for the biggest and best campaigns. The selected theme was the circus, we took it in a modern direction, including vibrant colours, stunning performers, and capturing the feeling of a big night out.

selected circus themed show brand
logo application samples
digital screen samples
promo card set
mobile screen samples

The Results

The culmination of our efforts with the CMA team resulted in vibrant, exciting, and fresh events, both in-person and online, that have maintained its reputation as Canada's #1 marketing awards. Having established a high level of production and engaging experience for its attendees they have continued selling out year after year.

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