We specialize in Consumer Packaged Goods and both the physical and increasingly digital spaces they live in. Our package design creates that one-on-one connection between brand and person, and makes the sale in a heartbeat. And it does so by being unique, relevant, memorable and smart.
 
To learn more or book a Discover Session, we invite you to contact us here.
05/15/2024
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Toronto, ON. (May 16, 2024) – At a special unveiling event at the Toronto Comic Arts Festival, Canada Post Corporation revealed its first ever launch of a collection celebrating Canadian Graphic Novelists, including 4 Stamps, a Booklet and 4 Official First Day Covers with custom Cancels. Long-time collaborators, Subplot Design Inc. in Vancouver, worked with the artists and created the collector’s set. All items are on sale now in store and online.

See the collection here

Graphic novelists tell rich stories by deftly interweaving words and images. Since emerging nearly a half-century ago, this narrative form – which can include anthologies, memoirs and other non-fiction works – has steadily grown in popularity and captivated readers around the globe. 

Canada Post is pleased to celebrate some of the most talented and influential authors of the genre in a set of stamps:
Chester Brown: Louis Riel: A Comic-Strip Biography
Michel Rabagliati: Paul a Quebec
Seth: Clyde Fans
Mariko Tamaki, Jillian Tamaki: This One Summer

Individually, these five graphic novelists have inspired readers at home and abroad and elevated the graphic novel form. Collectively, they have helped establish Canada’s reputation in the comic arts world. And while Canada Post has issued stamps featuring comic book superheroes, it has never before showcased the unique work created by Canadian graphic novelists. 

“When approaching the design for these stamps, we didn’t just want to reproduce the covers of their most well-known graphic novels”, says Roy White, Founder & Creative Director at Subplot. “We wanted to collaborate with each artist to create a new, original illustration that would be unique for their stamp”.

“Our idea was to feature the main character from their most beloved books, engrossed in their own stories”, adds White.

Lead designer, Liz Wurzinger, worked with each graphic novelist to create the image of the main character reading from their own graphic novel, while also collaborating with them to select key visuals for the other items in the collection. The OFDCs, for instance, not only feature the cover of the main graphic novel on the front, they also present one of the authors’ favourite page spreads on the reverse side, along with a short biography. The cancel image is of an open graphic novel.

The booklet cover is a playful tease of the stamps within, by featuring only the spines of each featured graphic novel, set against a light grey background.

All products are available for purchase at selected Canada Post stores and online here.

Additional Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designer: Liz Wurzinger
Creative Director: Roy White
Photographer: Raeff Miles
Production: Liz Wurzinger, Matthew Clark
Client: Canada Post Corporation
Printer: Colour Innovations

About Chester Brown
Fascinated by cartooning as a child, Chester Brown (b. 1960 in Montreal, Quebec) set his sights on a career as a comic book artist when he was in his teens. The pioneering and influential cartoonist began self-publishing in 1983 and soon attracted a cult following for his deeply personal comic strips. Brown received the first Canada Council for the Arts grant awarded to his genre, for Louis Riel: A Comic-Strip Biography (2003). Critically and commercially acclaimed for its powerful, minimalist style, the story of the enigmatic Metis leader became the first graphic novel on a Canadian non-fiction best-seller list.

About Michel Rabagliati
Michel Rabagliati (b. 1961 in Montreal, Quebec) was in his late 30s and working as a professional graphic designer when he switched gears to pursue his childhood love of comics. The result was an award-winning series of “altered autobiographies” about a middle-class graphic designer named Paul. Firmly rooted in Rabagliati’s home province and acclaimed for their honesty and authenticity, the 10 graphic novels follow the titular character through different stages of his life. Paul a Quebec (2009) – later adapted into a movie – is a tender portrayal of Paul and his family as he struggles to cope with his father-in-law’s failing health.

About Seth
An influential leader in the underground comic book movement, Seth (the pen name of Gregory Gallant, b. 1962 in Clinton, Ontario) spent much of his youth drawing comics and creating an inner fantasy world “where things were much more pleasant.” He attended the Ontario College of Art (now OCAD University) and worked as a commercial artist before launching his Palookaville comics in 1991. Over the last 20 years of its run, the series told the story of two brothers struggling with the gradual demise of their family’s electric-fan business. Introspective and tinged with yearning for an earlier time, it was published as the award-winning graphic novel Clyde Fans in 2019.

About Jillian Tamaki and Mariko Tamaki
Critically acclaimed for their individual and collaborative creations, cousins Jillian Tamaki (b. 1980 in Ottawa, Ontario) and Mariko Tamaki (b. 1975 in Toronto, Ontario) share a talent for nuance. Jillian’s skillful illustrations have appeared in everything from books and webcomics to animated television, while Mariko’s witty and insightful words have lent themselves to dozens of novels, short essays and comic books. This One Summer(2014) is the second prize-winning graphic novel that they co-created. The poignant tale of cottage friends Rose and Windy stumbling from innocence into adolescence, it was the first graphic novel to receive a Caldecott Honor (U.S.), which is awarded to the most distinguished children’s picture books.

About Subplot Design Inc.
Subplot is a leading Branding & Packaging Design firm that specializes in solving tough problems for demanding clients in highly competitive world markets. Savvy marketers are demanding tangible results that grow their business. And they need to connect with consumers who are looking for brands to trust, to love and that add value to their lives. We ensure success with Creative Certainty®: smart, consumer-focused strategy that is brought to life with inspiring, breakthrough design. From our home base in Vancouver, BC, our partners are hands-on with every project; verbal & visual branding, corporate identity programs, packaging systems, campaigns, video and of course, more. www.subplot.com
05/15/2024
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Chilliwack, BC (June 13, 2023) – Petcurean Pet Nutrition, producer of premium quality pet food brands available in more than 30 countries around the world, is announcing a reformulation and brand refresh of its Petcurean Summit recipes for cats and dogs. Long-time partners, Subplot Design Inc., were tasked with bringing the new packaging system to life. The new recipes and packaging were unveiled to the trade at Global Pet Expo in March, and product is already on pet specialty store shelves.

Summit exists within the Petcurean family, which includes Go! Solutions, Now Fresh and Gather. Summit is Petcurean’s first mid-premium brand available in pet specialty stores for consumers purchasing within the mid-premium segment. Additionally, the brand is a viable option for consumers potentially purchasing a premium pet food for the first time. 

Summit’s packaging has remained the same for over a decade, and so needed to be refreshed with the development of a new brand strategy, and a revitalized, consumer-centric product portfolio.

View case study here

With the new portfolio in development, Petcurean was seeking to improve and refresh the packaging for Summit by developing new packaging design and visual identity for a refreshed Summit portfolio that reflects the new brand strategy and revised positioning, that clearly stands out on the shelf and is differentiated from the competitors in this crowded mid-premium category.

“It was critical to understand the mid-premium landscape, as well as to understand how to position Summit within Petcurean’s already established super-premium portfolio”, says Subplot Founder & Creative Director, Roy White. “In the end, we feel that we struck just the right balance between the two”.

All Summit recipes have been updated to elevate the palatability, nutrition, and value of the Summit product line. Inspired by local farms and ranches, Petcurean’s nutritionists sourced premium-quality animal proteins, fruits, vegetables and grains to create recipes all pets can enjoy.
– Delicious multi-protein recipes with flavour in every bite
– Carefully formulated recipes by our pet nutritionists
– Accessible, quality nutrition, packed with value
– Complete & balanced recipes with no corn, wheat, soy, potato or by-product meals

Working with the new tagline by writer, Pete Pallett, “Elevated Nutrition your Pet will Crave”, it became clear that an emphasis on the flavour experience would help drive the unique positioning. Proprietary flavour names helped bring this to life.
DOG 
Coastal GrillTM/MC (Chicken & Salmon), Adult, All Breed
Farmstead FeastTM/MC (Pork & Lamb), Adult, All Breed
Farmstead FeastTM/MC (Pork & Lamb), Adult, Large Breed
Range RotisserieTM/MC (Chicken & Turkey), Adult, All Breed
CAT
Meadow RoastTM/MC (Chicken & Duck), Adult
Range RotisserieTM/MC (Chicken & Turkey), Adult

Despite the name “Summit”, it also became clear early on that the category at large was crowded with mountain, farm and outdoors imagery – making the obvious choice a poor one. So to further the positioning of “Elevated Nutrition your Pets will Crave”, Subplot worked with talented illustrator, Jaya Prastya, to bring unique and whimsical pet illustrations to life for each recipe.

“Summit has always been an important entry-level, premium brand for us to introduce customers to the Petcurean family”, says Summit brand manager, Tom Boatman. “As such, it needed to embody Petcurean’s values, embrace its mid-premium positioning, and be designed with the clarity and uniqueness that we rely on from our partners at Subplot”.

“We are so thrilled with what Subplot has done for us”, adds Boatman. “And it’s exciting to have been hearing great feedback from the likes of buyers, retailers and our consumers in bringing our revitalized brand to market”.

Interested retailers and consumers can check out the new line of Petcurean Summit at: https://summitpetfood.com

Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designer: Liz Wurzinger
Creative Director: Roy White
Writer: Pete Pallett Writes
Illustrator: Jaya Prastya
Printer: WJ Packaging Solutions

About Petcurean
Petcurean is a proudly Canadian company that creates premium-quality pet food recipes for dogs and cats (and cats and dogs) through its family of flagship brands including: Go! Solutions®, Now Fresh®, Gather® and Petcurean Summit®. Petcurean pet foods are sold exclusively through select pet specialty retailers in Canada, the United States, and more than 30 countries internationally. The Petcurean family of brands is committed to sustainability as it pertains to pets, people and the planet. With every decision they make and every recipe they create, they put pets first. For more information, visit www.petcurean.com.

About Subplot Design Inc.
Subplot is a leading Branding & Packaging Design firm that specializes in solving tough problems for demanding clients in highly competitive world markets. Savvy marketers are demanding tangible results that grow their business. And they need to connect with consumers who are looking for brands to trust, to love and that add value to their lives. We ensure success with Creative Certainty®: smart, consumer-focused strategy that is brought to life with inspiring, breakthrough design. From our home base in Vancouver, BC, our partners are hands-on with every project; verbal & visual branding, corporate identity programs, packaging systems, campaigns, video and of course, more. www.subplot.com
06/13/2023
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Toronto, ON  (April 3, 2023) – Canada Post Corporation celebrates the Muslim festivals of Eid al-Fitr and Eid al-Adha, which are celebrated by more than one million Muslims in Canada, with this special collection of Stamps and Official First Day Cover, designed by Vancouver’s Subplot Design Inc. These events can last several days and include communal prayers and feasts, visits with family, gift giving and acts of charity. The collection goes on sale today.

See the collection here

Muslims in Canada and around the world fast (abstain from eating and drinking) from dawn to sunset during Ramadan – one of the holiest months in the Islamic calendar. This ritual fasting is both an act of worship and a form of self-purification and spiritual growth.

Eid al-Fitr, or the Festival of Breaking the Fast, marks the end of Ramadan, the month of fasting. Fasting, which is observed from sunrise to sunset, is one of the most distinctive practices in the Islamic religion. Eid al-Adha, or the Festival of Sacrifice, marks the end of the Hajj pilgrimage, in which millions of Muslims journey to one of the holiest sites in Islam – the Kaaba in Mecca, Saudi Arabia. The festival is also called Eid al-Kabir, or the Greater of the two Eids.

“It was an honour to be involved in such an important celebration”, says Roy White, Subplot Founder and Creative Director. “It was also a special challenge to bring this festival to life through a unique vision and imagery”.

Crafted in medieval Iran during Ramadan, the hand-painted ceramic bowl on this year’s Eid stamp was likely used to serve dates, soups and other foods each night, to break the fast. Part of a collection held by the Royal Ontario Museum (ROM), it is inscribed on the inside with a Persian poem. The bowl has a special connection to the festival of Eid al-Fitr, the Festival of Breaking the Fast. 

“Calligraphy and traditional medieval painted illumination played such an important role in the arts associated with Eid and Islamic traditions”, says lead designer Liz Wurzinger. “Working with talented calligrapher, Khaled Elsheikh and traditional illuminator, Unaiza Karim was such a privilege”.

Written in calligraphy above the bowl, in gold foil, are the words Eid Mubarak, a traditional Arabic greeting that means “have a blessed Eid.” Organic, traditional illumination takes its cues from the hand-painted bowl’s details, and seems to radiate from the bowl, along with the calligraphy, suggesting growth and life.

“Illuminator, Unaiza Karim’s deep, art historical and technical expertise was critical in matching the bowl’s creation in Iran during Ramadan 729 AH or July 1329 AD”, adds Wurzinger.

The front of the booklet shows photos of the inside of the bowl. The inside of the booklet features a translation of one of the lines from the poem inscribed on the inside of the bowl, “May you enjoy whatever you eat from this bowl.” 

The back of the OFDC includes a translation of the full poem inscribed on the inside of the bowl. The cancel location – Toronto, Ontario – was chosen because the bowl featured on the stamp is part of the collection of the Royal Ontario Museum in Toronto. The cancel is reminiscent of a crescent moon with a star between its points – a recognizable symbol of Islam.

Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Design: Andrea Tombleson (Concept), Liz Wurzinger (Dev & Production)
Creative Director: Roy White
Photography: Courtesy of Royal Ontario Museum (ROM)
Calligrapher: Khaled Elsheikh
Illuminator: Unaiza Karim
Printer: Colour Innovations
​Client: Canada Post Corporation

About Khaled Elsheikh – Calligrapher
Born and raised in Cairo, Egypt, Khaled Elsheikh is a talented Calligrapher who grew up in a culture-rich environment and developed great passion to oriental art at a very young age, his love to Calligraphy started when he was only 11. Khaled attended school in one of the world’s most renowned Calligraphy schools (Khalil Agha) and obtained a Diploma in Arabic Calligraphy in 2005. His journey to master the art of decorative writing continued after he moved to Canada and he later became a teacher of Arabic Calligraphy at the Sufi Institute for the Arabo-Canadiens cultural center in Montreal. He has a wide range of calligraphy works including logos for TV channels, mobile applications, businesses and brands and has presented several workshops and seminars on Arabic Calligraphy at some of Canada’s most reputable educational institutions.  https://www.facebook.com/khaled.elshikh/

About Unaiza Karim – Illuminator
Unaiza is an award winning artist, educator specialising in the decorative arts of Islam. She holds a Masters Degree in Visual, Islamic and Traditional Arts from the Prince’s Foundation, London. She has exhibited her work internationally and has taught courses and workshops in schools and museums including the Aga Khan Museum of Islamic Art and the Royal Ontario Museum in Toronto. Unaiza prepares many of her own paints from plant and mineral sources and uses traditional methods, tools and fine brushes to achieve the smooth and flowing linework and rendering required in illuminated manuscripts. In 2020, Unaiza  brought her knowledge and practice of Islamic art together in a series of hands-on art kits beginning with the arts and crafts of Turkey. Currently, Unaiza is exploring the medium of printmaking to illustrate the biographies of black and brown artists/craftspeople who have been left out of the art history narrative. Her passion for creating art that celebrates heritage and breathes life into it is a driving force in her artistic work. Unaiza recently moved back to the UK and is busy making art and getting settled with her two artful daughters and writerly husband. https://www.facebook.com/UnaizaKarimArts/

About Subplot Design Inc.
Subplot is a leading brand and packaging design firm that specializes in solving tough problems for demanding clients in highly competitive world markets. We bring brands to life, and life to brands with smart, consumer-focused, business-asset strategy that is brought to life through inspiring, breakthrough design that ensures Creative Certainty® in everything we do. From our home base in Vancouver, BC, our partners are hands-on with every project, including verbal & visual branding, corporate identity programs, packaging, 360 degree campaigns, video and of course, more. www.subplot.com
04/05/2023
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Great Start to the week !!! Honoured to receive 2 Graphis Awards @graphis_inc for stamp projects with our amazing partners at @canadapostagram. Silver Award for Community Foundation stamp and silver for Insulin stamp.  Congrats to all the Subplot Team: Roy White, Matthew Clark, Liz Wurzinger and Andrea Tomlinson for their amazing work and beautiful illustrations by Isabelle Arsenault.
 

02/01/2022
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Subplot’s Matthew Clark designed this year’s Association of Registered Graphic Designers certification sticker. The sticker will be distributed to Certified RGD Members across Canada to be added to their RGD Certificates and Membership cards.      

“We are literally witnessing the dawn in and of 2022; a new year that could not come any sooner for many of us. I had one, simple, clear idea that focused on a hope for sunnier days in 2022 – and it was one that I knew the RGD would appreciate. Much to my happiness, they loved it.” says Matthew. “The kind of design I aspire to has wit and a “smile in the mind” to it. I hope this sticker makes Certified RGDs smile – both for the bit of wit in the design, and in the possibility for a brighter 2022 in every way.”
01/01/2022
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Ottawa, Ontario (Sept 21, 2021) – The release of the Canada Post Community Foundation’s fundraising semi-postal stamp signals the start of the Corporation’s annual fundraising campaign. The stamp collection, designed by Vancouver’s Subplot Design Inc., went on sale yesterday across Canada.

The purchase of this booklet includes a $1 donation which goes directly to the Canada Post Community Foundation. The foundation provides funding to local and national non-profit groups that serve the needs of Canadian children and youth. The annual fundraising stamp augments donations received in local post offices across the country, as well as contributions from internal employee fundraisers during the Canada Post Community Foundation fall campaign.

In 2020 alone, 118 organizations delivering essential programs for children and youth shared over $1.3 million in funding from the Canada Post Community Foundation for Children.

Creative Director and Designer Roy White of Subplot Design Inc. says of the inspiration behind the stamp, “We wanted to create a stamp that was bright and magical, and that alluded to a sense of inspiration that the Community Foundation brings to children and youth all across Canada.”

The concept focuses on the elements of flight, light, magic and wonder. The fireflies trace elegant spirals across the stamp and other elements in the collection, leading the way with their lights. The luminous glow of the fireflies is a reminder of the light that shines within each of us. We all have the power to make the world a little brighter for others – especially children and youth. Special phosphorescent inks were used to highlight the fireflies’ abdomens and can be seen under black light.

The stamp collection was beautifully illustrated by Kim Smith, a New York Times best-selling illustrator of over 30 picture books. Kim has also worked on children’s video games, puzzles, animation, 3D displays, posters, magazines ­– and now a stamp!

Thanks to the generosity of Canada Post customers since 2013, roughly 900 organizations have shared more than $9.8 million in funding from the Foundation. The grants helped fund literacy and language programs, youth outreach services, gender and sexual diversity programs, arts and recreation projects, special education programs, childhood health programs, anti-bullying initiatives, mentoring programs, and many more.

All products are available for purchase at select Canada Post offices and ONLINE HERE.

Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designers: Liz Wurzinger, Andrea Tombleson, Roy White
Creative Director: Roy White
Illustrator: Kim Smith ​
Client: Canada Post Corporation
Printer: Colour Innovations
Motion Graphics: Michaela Carter

About Subplot Design Inc.
Subplot is a leading Branding & Packaging Design firm that specializes in solving tough problems for demanding clients in highly competitive world markets. Savvy marketers are demanding tangible results that grow their business. And they need to connect with consumers who are looking for brands to trust, to love and that add value to their lives. We ensure success with Creative Certainty®: smart, consumer-focused strategy that is brought to life with inspiring, breakthrough design. From our home base in Vancouver, BC, our partners are hands-on with every project; verbal & visual branding, corporate identity programs, packaging systems, campaigns, video and of course, more. www.subplot.com

About The Community Foundation
Information about the Foundation and its granting process and criteria, including answers to frequently asked questions about applying, is available on the Foundation’s website: www.canadapost.ca/community
10/02/2021
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Toronto, ON. (April X, 2021) – Canada Post Corporation is celebrating the 100th anniversary of the discovery of insulin with a special collector’s set, including a Booklet and Official First Day Cover with custom Cancel. Long-time collaborators, Subplot Design Inc. created the collector’s set.
 
VIEW ADDITIONAL IMAGES
 
Insulin was discovered in 1921 by Frederick Banting, Charles Best, James Collip and John Macleod at the University of Toronto. For their work, Banting and Macleod were jointly awarded the 1923 Nobel Prize in Physiology or Medicine; they chose to share the prize money with Best and Collip. In 1934, Banting was knighted, becoming Sir Frederick Banting.
 
Canadian researchers have a long history of making critical advancements in medicine. Before the discovery of insulin, a person with Type 1 diabetes faced a death sentence. Insulin is considered one of the world’s most important medical discoveries and life-saving treatments and is one of Canada’s greatest contributions to medical research. Today, millions of people with diabetes continue to be treated with it.
 
“We were honoured to be involved in this special project”, notes Subplot Creative Director and Lead Designer, Matthew Clark. “We had very personal reasons to be attracted to this topic”.
 
Clark continues, “My son was diagnosed with Type 1 Diabetes just over 2 years ago, and he wouldn’t be living the full and healthy life he is now if it weren’t for this amazing, breakthrough discovery”.
 
The main stamp image is a combination of an original, antique vial of insulin and a page from Banting’s handwritten diary, elaborating on how he came up with the idea for extracting insulin in the early hours of a sleepless morning. Both items are part of the University of Toronto’s Archives and were loaned to Subplot for the main stamp photography, shot beautifully by Seth Stevenson.
 
The Official First Day Cover (OFDC) features actual envelopes addressed to Dr. Banting, containing letters of congratulations from peers to gratitude from patients and families touched by this new, life-saving drug. The custom Cancel is an illustration of a Colorimeter; a piece of lab equipment essential to Banting’s work.
 
“Collectors always like to find interesting added details in stamp collections”, adds Clark. “We thought they would appreciate that the OFDC Envelope is covered in, well, envelopes”.
 
U of T Archives: https://insulin.library.utoronto.ca/
 
U of T INSULIN 100 Celebration: https://insulin100.utoronto.ca
 
All products are available for purchase at selected Canada Post offices and online here.
 
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designer: Matthew Clark
Creative Directors: Matthew Clark, Roy White
Photographer: Seth Stevenson
Icons & Cancel: Matthew Clark
Client: Canada Post Corporation
Printer: Lowe Martin
 
We gratefully acknowledge the expertise of Patricia Brubaker and Scott Heximer, Temerty Faculty of Medicine, University of Toronto; and Grant Maltman, Curator, Banting House National Historic Site of Canada. Artefacts courtesy of The Banting Collection, Thomas Fisher Rare Book Library, University of Toronto.

04/13/2021
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Chilliwack, BC (April 8, 2021) – Petcurean, producer of premium quality pet food brands available in more than 35 countries around the world, is announcing a global brand refresh of its NOW FRESH recipes for cats and dogs. Long-time partners, Subplot Design Inc., were tasked with bringing the new packaging system to life.
 
Under a new tagline “Fresh. Simple. Whole. For every size and stage of life”, the refreshed NOW FRESH collection continues to provide pet parents the ultimate peace of mind, knowing they’re feeding their cherished companions perfectly balanced and minimally processed recipes. Featuring functional ingredients and carefully balanced nutrient levels, NOW FRESH recipes offer tailored nutrition to support the health of dogs and cats at each stage of life, with unique kibble shapes and sizes that appeal to pets no matter how big or small.
 
View case study here
 
“NOW FRESH has so much goodness to talk about, it could be overwhelming to the consumer”, says Subplot Creative Director and Lead Designer, Matthew Clark. “This meant making tough choices for the information hierarchy and crafting a design which communicates simply and clearly”.
 
Beautiful food images are now the most prominent part of the packaging, showcasing the premium quality ingredients that go into each recipe. This also allows consumers to quickly identify the main proteins in each recipe.
 
A prominent information panel balances the most important aspects of each recipe and gives the consumer clarity when searching for the most appropriate recipe:Size and Stage of Life (ie. Small Breed Puppy)Recipe Flavour Name (ie. Turkey, Salmon & Duck)100% sized kibble for easy reference to size and shape
 
Icons communicate the single most important feature of each recipe (ie. Balanced protein & fat to support growth and development), as well as the main product features of all NOW FRESH recipes:Minimal processing for maximum nutrient retentionOver 20 nutrient-rich superfood ingredientsNo artificial preservatives and no by-product or meat mealsGrain & gluten free recipe
 
The packaging back panel is now dedicated to significantly more information to help the consumer learn more about the NOW FRESH brand and key ingredient information, including callouts for main ingredients, icons detailing additional key product features, and kibble shown at 100% size.
 
Like all Petcurean recipes, the NOW FRESH collection for cats and dogs is formulated by Petcurean’s expert nutrition team, and uses only fresh de-boned muscle meat, plus whole eggs, nutrient-rich fruits and veggies, and probiotics. NOW FRESH recipes are grain-free and contain no by-product or meat meals, or artificial colours, flavours, or preservatives.
 
“Our dogs and cats rely on us to choose the best possible nutrition to help them thrive, and we know that can be a difficult decision to make,” said Anabel Immega, Brand Manager for NOW FRESH at Petcurean. “In choosing NOW FRESH, we want pet parents to feel assured they are feeding their cherished companions perfectly balanced, minimally processed recipes that provide premium quality nutrition with a taste their pets will love – that’s our mission today, tomorrow and every day.”
 
“We are so happy with the way that Subplot has brought this to life throughout the packaging”, adds Immega. “The packaging now works even harder to reinforce all the great qualities of this special food”.
 
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Design: Andrea Tombleson, Matthew Clark
Typography & Icons: Andrea Tombleson
Creative Directors: Matthew Clark, Roy White
Photography: Raeff Miles
Illustrations (Pets): Diana Finch
Printing: Peel Plastic Products

04/07/2021
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This exquisite set of 12 stamps celebrates the complete LUNAR CYCLE between 2009 and 2020. Our award-winning paper lantern stamps from 2019’s Year of the Dog are featured on both the Domestic and International stamp sets.
 
Collect your set today at https://www.canadapost.ca/web/en/blogs/collecting/details.page?article=2021/01/15/lunar_new_year_cycle&cattype=collecting&cat=stamps .
02/12/2021
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Vancouver, BC (January 26, 2020) – Award-winning photo studio Clinton Hussey Photography had not revisited its logo and identity for more than a decade. Now in a brand-new studio space and wanting to stand out in the local, national and international markets, Clinton called on long-time collaborators and friends, Subplot Design Inc. to breathe new life into his identity.
 
VIEW IMAGES HERE
 
“It is always critical to work very differently with creative colleagues, like Clinton”, says Matthew Clark, Subplot’s Creative Director and lead designer. “His work is so distinct and strong, we need to ensure any solution we come up with does not ‘get in the way’ of his work”.
 
“But that doesn’t mean being ‘neutral’ or just using a generic typeface as many other photographers do”, adds Clark. “We can still say something that reflects Clinton’s personality and expertise.”
 
Along with his sought-after creative vision and artistry, Clinton is well-known to deliver his highly technical expertise to his all shoots. From lighting to composition to expert colour and image control, Clinton’s work is tight and polished.
 
The new icon is a stylized camera aperture that forms a graceful yet bold “C”. Highly flexible, the icon is used with or without the wordmark in a variety of formats that can be combined with Clinton’s photography. A vivid, pure yellow accents corporate applications, while solid floods of yellow jump out on key promotional elements.
 
“We discovered that Clinton labels all his photography gear with bright yellow gaffer’s tape to keep it from going missing”, recalls Matthew Clark. “So, it made a lot of sense to weave this thread throughout the identity.”
 
(Fun Fact: After launching the new identity for Clinton Hussey, Pantone released its 2021 Colours of the Year, featuring a vivid yellow for sunny optimism.)
 
“I am thrilled with my new identity from Subplot”, says Clinton Hussey. “I am enjoying seeing it applied not only to regular items like my website, stationery, labels and electronic documents, but also to my gear, portfolios and what every COVID-aware studio needs: custom facemasks!”.
 
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Design: Matthew Clark
Creative Directors: Matthew Clark, Roy White
Photography: Clinton Hussey
​Client: Clinton Hussey Photography
01/26/2021
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It seems everything is virtual these days. Virtual meetings. Virtual conferences. Virtual game nights. All sorts of virtual get-togethers. But there’s nothing “virtual” about our best wishes for the holidays, even if this is our first ever online-only Christmas Card.
 
As is tradition, we are presenting you with our 17th very serious and very informative “How-to” instructional card. This time, on how handy designer traits can be during a pandemic, especially at Christmas. We hope this helps you appreciate the designer in your life.
 
PLAY VIDEO
 
Remember to mask up and keep your distance, but keep on sharing the love!
 
From your friends at Subplot Design Inc.
12/14/2020
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It’s not everyday that we get to design our office completely from the ground up. It’s also not every day that we are featured by Western Living Magazine! So this felt like a good reason to celebrate and give you a virtual tour of our new office.
 
READ >> WESTERN LIVING ARTICLE
 
From the article: “After 15 years of leasing an office on the edge of Vancouver’s Gastown, Matthew Clark, Roy White and the rest of the folks at Subplot Design Inc. decided to make the move to a brand-new 2,198 square-foot space in the Grandview-Woodland neighbourhood. The firm works primarily in packaged goods design, and they had a pretty good idea of what they wanted to wrap their new office in—the most magnificent magenta you ever did see.”
 
We are not hosting as many people these days as we normally do (lol). But here’s hoping we get to host you soon for a coffee while enjoying our views of the water and the Northshore Mountains. And more HOT PINK that you can shake a stick at.
 
The Subplot Team
 
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Creative Credits
Space Planning, Design and Sourcing: Subplot Design Inc.
Floorplans & CAD: Concrete Cashmere Designs
Project Management & Build: GBS Construction Managers Inc.
Custom Millwork: Wanes Custom Woodworks
Custom Pendant Light: Tangible
Photography: Rick Etkin Productions
10/20/2020
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Ottawa, Ontario (Sept 22, 2020) –The release of the Canada Post Community Foundation’s fundraising semi-postal stamp signals the start of the Corporation’s annual fundraising campaign. The stamp collection, designed by Vancouver’s Subplot Design Inc., went on sale yesterday across Canada.
 
See all images here.
 
 The dollar donation for a booklet of 10 stamps and 10 cents for the Official First Day Cover goes directly to support Canadian children and youth, through the funding of programs for breakfast, anti-bullying, special education, camps for children fighting illness, early literacy and other community initiatives.
 
Creative Director and Designer Roy White of Subplot Design Inc. says of the inspiration behind the stamp, “We wanted to create a stamp that was playful, inspiring and celebrated the sense of connection that the Community Foundation brings to all its programs.”
 
The concept focuses on the idea of community within nature. Sheltering under a large tree, the animals find refuge, a home and a place to come together. This depiction of support, tolerance and an environment that encourages growth and protection is the perfect metaphor for what the Community Foundation does in local communities.
 
The stamp was beautifully illustrated by Quebec’s Isabelle Arsenault, one of Canada’s best known and esteemed illustrators.
 
 Thanks to the generosity of Canada Post customers since 2013, more than 775 organizations have shared in total funding of almost $9 million from the Foundation. The grants to Canadian schools, charities and organizations make a difference in the lives of children and youth in our communities.
 
All products are available for purchase at selected Canada Post offices and online here.
 
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designer: Roy White, Liz Wurzinger, Andrea Tombleson
Creative Directors: Matthew Clark, Roy White
Illustration: Isabelle Arsenault
​Client: Canada Post Corporation
Printer: Colour Innovations
Motion Graphics: Michaela Carter
09/22/2020
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After 3.5 months working from home, we are very happy to be working from our lovely new studio. Its size and configuration lends itself perfectly to physical distancing .. and we only need masks when we pose for pictures.
 
Pink ones, of course.
 
More fancy new studio pics to come soon!
07/17/2020
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Applied Arts Magazine
May 5, 2020
 
Read Article
 
“He’s also currently on Applied Arts advisory committee, and we thought he’d be a perfect choice on our Student Awards jury as not only is Matthew an internationally recognized creative director and designer, he is also an author, mentor and public speaker known for his opinionated (amusingly?) take on branding, design, and the world of marketing and advertising (as evidenced by the clever and insightful industry one-liners on an infinite – almost subliminal – loop on Subpot’s homepage). In short, Matthew Clark CGD is a branding expert.”
05/07/2020
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Vancouver, BC (April 21, 2020) – It’s not unusual for established and busy copywriters to let their Brand Identities take a backseat to actually doing work for their clients. Take Pete Pallett, a creative partner and friend for 26 years. Pete’s identity was old, stale and didn’t reflect the direction his business has taken in recent years; back to writing, pure and simple. And weird and wacky. And everything in between.
 
That’s where Subplot Design Inc. came in: to breathe new life into Pete’s logomark and identity, from social posts and website to unique business cards and stationery.
 
Pete has been Subplot’s longstanding copywriting partner for 16 years, and Matthew’s partner for a decade before that. His ability to learn about a business segment and then bring his comprehension, wisdom, and clarity to the problem at hand in a way that is actually “human” and relatable is amazing. He brings clarity to the complex, and an intelligence and smile to storytelling.
 
“To me, Pete is a true ‘copywriter’”, says long-time friend and colleague, Matthew Clark, Founder & Creative Director at Subplot Design. “He’s really flexible and is able to tackle so many varied projects, bringing such an intelligence, clarity and often wittiness to his work.“And he can actually write long-form copy”, adds Matthew, “not just short ad-y headlines (which are great as well). So it only made sense to use Pete’s long-form copywriting right at the fore of this Identity System.”
 
The main logomark plays with Pete’s initials, “PP”, to form stylized quotation marks, indicative of speech and writing and storytelling. The colour palette draws from the most basic of copywriting tools: the humble pencil yellow and graphite grey.
 
The identity system leads with long-form copywriting; the business card front is filled completely with copywriting that weaves Pete’s contact information into the body of the story. From his website to social posts that have a Seth Godin feel, writing takes the lead.
 
“In ad agencies, I’d collaborate with art directors, and that was great. But I’d never had a total ‘mind meld’ experience as I had when I first started working with Matthew and later, Roy and the rest of the Subplot team”, says Pete Pallett. “The ideas just come so easily and even the most arduous projects are effortless. Having a strong creative strategy is key, and it’s the footwork and brand foundation that Subplot excels at. Working with them is pure, unadulterated joy. When, what I believe is one of the top brand design firms in Canada came to me and said they had an idea for my Identity System, I was chuffed. Over the moon.”
 
A simple promotional idea – a pencil with “Pete Pallett Writes So you don’t have to” – has become a unique and powerful tool for Pete to remind art directors, designers and brand managers to consider him for future copywriting opportunities.
 
Pete continues, “And of course, I tell them the catch is that I come in and sharpen the pencil for them myself, once I get the first gig. Everyone gets a chuckle. I love seeing these pencils in use at places I’d never imagined them. Like, at my gym. The pencil and business card, presented together, make a formidable impression on clients. They get it right away. And you can’t ask for anything more from a Brand Identity. Subplot nailed it. And full disclosure here: Matthew himself wrote that line on the pencil, and I told him ‘I’m not changing it. It’s perfect.'”
 
View case study
 
About Pete Pallett Writes
Over the course of a long and storied career, I’ve written for young, at risk IV drug users, written for cigarette smokers, written for high school kids to help them learn about HIV/AIDS and I’ve written for people with spinal injuries. I’ve written copy for cat owners and dog owners and for dogs themselves. I’ve written for an NGO in the Bronx, for a start-up in France, and on behalf of a for-profit in Texas. I’ve been to the Hibernia oil fields and helped market an offshore rig, and I’ve written for environmental organizations. I’ve written 400 page websites, and snappy single word headlines, and songs that puppets sang. There’s no project that intimidates me, and few problems that perplex me. That’s what years and years of experience brings you. Confidence. Ease. Form. Endurance. And I love the heavy lifting. www.petepallett.com
04/17/2020
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April 15, 2020
Hermes Creative Awards
 
 
We are very excited to learn that we won 6 awards in the 2020 Hermes Creative Awards.
 
Hermes Creative Awards honors the messengers and creators of the information revolution. Armed with their imaginations and computers, Hermes winners bring their ideas to life through traditional and digital platforms. Each year, competition judges evaluate the creative industry’s best publications, branding collateral, websites, videos, and advertising, marketing and communication programs.
 
Platinum
Apollo 11 Stamp Collection
Level Ground Trading Packaging
 
Gold
GO! Solutions Packaging System Refresh
A Top Secret Guide to Christmas Stamp Design
LifeScan Identity
 
Honourable Mention
Canada Post Christmas Stamp
 
Congratulations to the whole Subplot team and our amazing client partners!
04/16/2020
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Vancouver, BC (March 10, 2020) – Founded in 1997, Level Ground Trading of Victoria, BC is dedicated to trading fairly and directly with small-scale producers in developing countries, and to market their products in North America, offering their customers ethical choices. Level Ground have been partnering with Subplot Design Inc. since 2010 when Subplot completed a re-brand and packaging re-design for all Level Ground’s coffee and other products. 
 
A brand new coffee packaging lineup rolls out today across Canada and the U.S.
 
The company has steadily grown a local, national and international loyal following for their range of coffees, as well as their other product lines of tea, spices, dried fruits and cane sugar. However, as the company and brand evolved and grew, Level Ground began to compete with more sophisticated brands farther afield, and needed to check back in with consumers to ensure they were connecting in a meaningful and relevant way.
 
Consumer focus groups confirmed that Level Ground’s positioning and mission was right: to celebrate the actual farmers and producers with whom Level Ground maintains direct, personal and business relationships. Level Ground’s own coined term, “We shake the hand that farms the land”, was the key.
 
“We learned a lot from talking to our consumers and people who have grown to be brand lovers over the last 10 years”, says Level Ground founding partner, Laurie Klassen. “We learned that our packaging was working and resonated with consumers but there were several areas that we could refine and tweak to make it more relevant.” 
 
A major insight from the focus groups was that consumers buy based on taste and flavour and not necessarily country of origin.
 
“We have had an amazingly close partnership with Level Ground over the last 10 years, says Roy White, Subplot Design Inc. Founder and Creative Director. “This was a case where they didn’t need ‘repositioning’ per se, but a sharpening of focus and strong messaging already there.”
 
The design solution retains the key equity elements such as the growers profile picture, the kraft colour and the flavour specific colours familiar to all consumers. However, flavours are now named based on taste and flavour profile. The kraft has been retained but dialled down in favour of a more prominent flavour colour while the typography has been stripped down to key communications and updated with a more modern contemporary font and a more simple, direct, approach.
 
“We always trust Subplot when working on product redesign or development. Roy and his team bring a deep knowledge of the packaging industry, and challenge our assumptions on the way things should be. In all cases, the resulting product design is high calibre and beyond our satisfaction”, adds Level Ground founding partner, Laurie Klassen.
 
Level Ground Trading’s coffees can be found at leading Canadian retailers such as IGA, Choices Market, Costco, Thrifty Foods and Fairway Markets, as well as independent grocery stores and cafes across Canada and the U.S. 
 
Visit Level Ground Trading: https://levelground.com/coffee 
03/09/2020
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Vancouver, BC (January 22, 2020) – For more than 30 years, LifeScan Inc. has been committed to patient-centric innovation in diabetes, pioneering the modern era of blood glucose monitoring with the introduction of OneTouch blood glucose monitors. To expand their mission and future growth, LifeScan has partnered with Subplot Design Inc. to create a vibrant new global brand identity.
 
In the last decade, LifeScan has grown their footprint in diabetes to become one of the world’s leading blood glucose monitoring companies. More than 20 million people globally depend on their OneTouchbrand products to help manage their diabetes. In the U.S., LifeScan and OneTouchbrand products are recommended by more endocrinologists, primary care physicians and pharmacists than any other brand.
 
In October 2018 Platinum Equity, a leading private investment firm, completed the acquisition of LifeScan from Johnson & Johnson. As part of the rebirth, Subplot has created a new brand identity that refreshes, evolves and reinvigorates the LifeScan brand, breathing new life into the organization’s rich heritage in the diabetes arena.
 
The new LifeScan logo is the combination of a simple, elegant handwritten “wordmark” (LifeScan) with an illustrative “icon” (dandelion) that effortlessly communicates moving forward towards the future. It refreshes and evolves the LifeScan legacy logo, without losing its identity. 
 
“The combination of the handwritten wordmark and the organic dandelion icon gives LifeScan a strong yet approachable personality, and is a modern and empathetic translation of what LifeScan stands for”, says Subplot Founder & Creative Director, Roy White.
 

The dandelion is symbolic of positivity, progress and survival. Associated with physical and emotional healing, the dandelion can endure almost any living condition and, as such, represents overcoming hardship by standing strong and proud, surviving through difficulties, and offering hope for the future. A symbolic version of a world without limits. Together, the different elements convey an impression of movement and happiness, accentuated by the flower being blown away. 
 
The overall refreshed design system better reflects the LifeScan mission and shared values in a relevant and ownable way. Importantly, the new logo allows LifeScan to expand to potential new disease states in anticipation of future opportunities.
 
Through a category audit, Subplot found the diabetes category to be littered with organizations that all use the same blue (medical) colour palette. To stand out in the category, Subplot created a bold, new, dynamic brand identity platform and colour palette based on a blue to pink gradient of colour.
 
“I am constantly impressed with what our partners at Subplot deliver for our business”, adds Saleem Ahamed, former LifeScan Inc. Senior Vice President, Global Franchise Organization. “They have worked with us on so many top-level strategic and planning projects that they know our business inside-out.”
 
“This critical project exceeded all of our expectations and the launch in LA was a huge success”, adds Ahamed.
 
The new platform was rolled out onto signage, stationery, enews, templates, printed collateral and a full launch event in LA.
01/20/2020
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We hope you like our most genuine behind-the-scenes look at the making of our 2019 Canada Post Christmas Stamp.
Huge thanks to Clinton Hussey for the ridiculous photos.
From Roy White, Matthew Clark, Wur Liz, Andrea and Michaela.
 


 
12/27/2019
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Ottawa, ON. (Dec 3, 2019) – For more than five decades, Canadians have enjoyed the opportunity to dress up their December holiday mail with festive stamps. This year, Canada Post continues the tradition – and mailers can choose stamps depicting a variety of seasonal imagery.
 
One Christmas issue, designed by Vancouver’s Subplot Design Inc., focuses on the story of the Magi, the wise men from the East who are said to have followed a brilliant star to Bethlehem, bearing gifts for a newborn king.
 
The Gospel According to Matthew, the first book of the New Testament, recounts the arrival of the Magi in Bethlehem, after they followed a star that heralded the birth of a king. Our latest Christmas issue celebrates their long journey, their discovery of the infant Jesus, their offerings of gold, frankincense and myrrh, and their deep belief in the importance of his birth.
 
Created by Liz Wurzinger and Timothy King at Subplot Design Inc. and illustrated by Michael Little, the stamp is a simple two-colour design. The look is echoed on the Official First Day Cover, which features the shepherds from the Nativity story in the Gospel of Luke. The cover’s cancel location – King City, Ontario – is an allusion to the Magi, who are also known as the Three Kings or Wise Men.
 
“Michael’s skill was essential to finding the right balance between fine detail and the larger picture,” explains Liz Wurzinger. “This stamp captures the essence of the journey – one that anticipates the wonder, awe and expectation of the Christmas season.”
 
“We are thrilled to work on our first Christmas stamp with Canada Post”, adds Wurzinger.” And we are looking forward to sending out our own Christmas cards with a stamp we have designed!”
 

 
All products are available for purchase at selected Canada Post offices and online here.
 
 
 
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designer: Liz Wurzinger, Tim King
Creative Directors: Roy White, Matthew Clark
Illustration: Michael Little
​Client: Canada Post Corporation
Printer: Lowe-Martin
11/30/2019
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Chilliwack, BC (October 22, 2019) – Petcurean Pet Nutrition, a premium quality, Canadian pet food manufacturer celebrating its 20thanniversary this year, announces the relaunch of its GO! SOLUTIONS wet food collection with new recipes for dogs and cats in Tetra Pak® cartons. Once again, Petcurean worked with Subplot Design Inc. not only to overhaul the new wet food packaging, but to breathe new life into the entire GO! SOLUTIONS product range. GO! SOLUTIONS wet food recipes went on sale in pet-specialty stores starting Oct 1st.
 
In addition to launching new recipes, the GO! SOLUTIONS wet food collection is also introducing two innovative textures, with shredded recipes for dogs and minced recipes for cats, in addition to new stews and pates. Petcurean is currently the only brand to offer Tetra Pak recipes that feature shredded, minced and pate textures, which provide additional options to promote
 
“GO! SOLUTIONS wet food recipes are pocket-sized packs of solutions-based nutrition that have been specifically formulated to support pets with unique dietary needs and preferences, including those who thrive on higher levels of meat protein, those with food sensitivities who may benefit from a limited number of ingredients, and those who are simply picky eaters,” explains Dr. Jennifer Adolphe, Nutrition Manager at Petcurean. “In addition, the switch to Tetra Pak cartons offers pet parents a convenient and sustainable packaging option, with improved brand information to help them make the best possible food choices for their pet.”
 
The new wet food collection is fully integrated and aligns with GO! SOLUTIONS dry food recipes, which supports wet with dry combination feeding to add variety, enhance palatability, and make meal time exciting. They can be served as a treat, topper, or as a complete and balanced meal on their own. The inclusion of wet foods as part of a pet’s diet promotes water intake for good hydration, especially in cats who can be prone to Feline Lower Urinary Tract Disease (FLUTD) and struvite crystal formation.
 

The new GO! SOLUTIONS Stews, Pates, and Shredded and Minced recipes cap off a year of innovation, starting in 2018 with the launch of functional, freeze-dried GO! SOLUTIONS Meal Mixers for dogs. In addition, the complete family of GO! SOLUTIONS Kibble Recipes for cats & dogs has been reorganized to highlight the specific functional features of each recipe, along with the introduction of several new recipes.
 
“We worked very hard with Petcurean to bring a boldness and clarity to the packaging, and really showcase the ‘solution’ of each recipe, whether Wet Food, Kibble or Meal Mixers”, says Matthew Clark, Subplot Founder & Creative Director. “This simplicity when combined with such a visually appealing product really sets it apart on the shelf”.
 
Along with the bold new prominence given to each solution and recipe on the front panel, an icon panel identifies key product attributes such as the premium proteins, protein percentages, special functional ingredients and grain-free recipes.
 
Subplot’s redesign of the GO! SOLUTIONS family includes:
GO! SOLUTIONS Wet Food for cats & dogs: 14 recipes
GO! SOLUTIONS Kibble for cats & dogs: 22 recipes in 5 sizes each
GO! SOLUTIONS Meal Mixers for dogs: 4 recipes
 
The new GO! SOLUTIONS Categories include:
SKIN + COAT: Helps support healthy skin & a new attitude.
CARNIVORE: For decidedly carnivorous appetites, these recipes are grain-free and packed with drool-worthy animal proteins.
SENSITIVITIES: For pets with specific dietary needs who “shouldn’t eat this and can’t eat that”.
 
Subplot was responsible for all concept, design and production of the packaging, as well as Retail and Trade displays, and an ID system to drive all retail and consumer promotions.
 
Credits
Concept & Design: Subplot Design Inc.
Lead Designer: Matthew Clark
Copywriting: Pete Pallet Writes
Photography: David Ellingsen & Rick Etkin
Printing: WJ Packaging Solutions, Tetra Pak
Client: Petcurean Pet Nutrition
10/23/2019
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October 2, 2019
“The Quickie Podcast”
Host: Dave Hopkins
Episode 119: “It just takes Inspired Arrogance”
 
From “The Quickie”: “How ’bout a quickie? A Graphic Design quickie? The Quickie Podcast is the only daily interview podcast for Graphic Designers. Every day we interview a talented Graphic Designer, Creative or Art Director, or Illustrator to hear about their wins, their failures, what inspires them, and what designs have stuck with them through their career. From freelancers to creatives at world renown Advertising or Marketing Agencies, they talk about their journey, highlights, stories, branding, and favorite tools like Adobe Illustrator, Photoshop, InDesign, or the classic sketchbook and pencil.
 
Hope you enjoy!
APPLE PODCAST
SPOTIFY
 
10/04/2019
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We’ve got a fancy new studio in East Van. And it’s pretty darn pink. Pantone 219c, to be exact. Hope to see you soon!
 
New address
Subplot Design Inc.
Ironworks Building
1930 Pandora Street, Suite 410
Vancouver, British Columbia, Canada V5L0C7
 
Same contact numbers
Studio Main Line: 604 685 2990
General Email: info@subplot.com
Website: www.subplot.com
08/28/2019
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Longueuil, Que. (July 10, 2019)– On July 20, 1969, the world held its breath as astronaut Neil Armstrong descended from the lunar module to take “one small step” that signified a giant leap for humankind. The seemingly impossible had been achieved: a human had walked on the moon. Canada Post has issued two commemorative stamps celebrating the 50th anniversary of the historic Apollo 11 mission that landed humans on the moon for the first time – and the Canadians who helped make it possible. Long-time collaborators, Subplot Design Inc. created the collector’s set.
 
While many people remember what they were doing on that historic day, few realize the critical role Canadian ingenuity, expertise and determination played in this momentous event.
 
Engineers James Chamberlin (1915-81) and Owen Maynard (1924-2000) – born in Kamloops, British Columbia, and Sarnia, Ontario, respectively – were key players working for NASA in the years leading up to the mission. Chamberlin advised NASA on the type of spacecraft best suited for transporting the Apollo 11 astronauts to the moon and back, assisted in resolving problems with the lunar module, and helped verify the readiness of astronauts’ spacesuits and life-support systems. Maynard created the initial sketches that led to the design of the lunar module, and he ensured that the numerous mission-critical systems of the lunar module and the command and service module interacted properly. Many other Canadian scientists, engineers, computer experts and physicians contributed to the Mercury, Gemini and Apollo programs that paved the way for this remarkable achievement.
 
Employees at Quebec-based Heroux Machine Parts Ltd (now Heroux-Devtek) manufactured the lunar module’s landing-gear legs – work that involved precision milling within tolerances of thousands of an inch and complicated shapes. The Canadian-made landing gear remains on the moon to this day.
 
Designed by Vancouver’s Subplot Design Inc., these stamps feature realistic illustrations by Mack Sztaba to celebrate the out-of-this-world engineering required to design and build the Apollo 11 modules.
 
“We’re used to seeing the Apollo 11 mission through 50-year-old lenses – grainy photos and blurry images,” explains Matthew Clark, Subplot’s Creative Director and lead designer on the project. “We wanted to show what it would look like if those photos were retaken with the clarity of today’s cameras.”
 
Sztaba’s primary challenge was achieving total accuracy. “I mostly illustrate in the realms of science fiction and fantasy,” he says. “I’ve never done an illustration that had to be so precise.” The design team was fortunate to have access to experts Randy Attwood and Chris Gainor, who checked every antenna, seam and hatch of the modules for authenticity.
 
Clark adds, “We always like to bring a special concept to the stamp designs we do for Canada Post.”
 
“In this case, we really focused on the Lunar Module and the Command Module design and function, as they were the principal influences that Canadians Owen Maynard and James Chamberlain had in the Apollo program. By designing a Lunar Lander that detaches from the Command Module, descends to the surface of the moon, and then returns back to the Command Module, NASA had solved one of the essential problems of the moon landing.
 
“We have represented this by placing each part of the spacecraft on each stamp of the tete-beche, allowing the user to “undock” and “re-dock” the spacecraft as they use the stamps.”
 
Other features of the collection include two phosphorescent inks that give the moon, stars and stamp borders an other-worldy glow under black light; unique angled perforations; and actuals sketches and drawings from the Apollo program design.
 
 
Although countless technological advances have been made since, Apollo 11 still stands out as one of the most awe-inspiring achievements in human history.
 
All products are available for purchase at selected Canada Post offices and online here.
 
 
 
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designer: Matthew Clark
Creative Directors: Matthew Clark, Roy White
3D Illustration: Mack Sztaba https://mack.artstation.com
Sketches & Photographs: Courtesy of NASA
​Client: Canada Post Corporation
Printer: Lowe Martin
Special Thanks: Randy Attwood, Chris Gainor
 
07/10/2019
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Burnaby, BC (April 25, 2019)– Canada Post Corporation yesterday released a stamp that honours amateur Japanese-Canadian baseball team, the Vancouver Asahi, that helped remove racial barriers through sport. Vancouver design & branding firm, Subplot Design Inc. created the stamp and collectible series.
 
The Vancouver Asahi story is well-known in baseball circles, but the stamp honouring the team is about more than baseball. It also tells a uniquely Canadian story about a dark time in our country’s history – a time of overt racism and fear. It tells the story of adversity, determination and fortitude – a tragic story that ended in reconciliation and forgiveness.
 
Formed in 1914, the Asahi thrilled fans and filled Japanese Canadians with hope over almost three decades of play on Vancouver’s east side. The team won many senior league championships before being forced to disband shortly after Canada declared war on Japan in 1941. During the Second World War, Canada interned more than 20,000 people of Japanese descent, most of them Canadian citizens.
 
“Canada’s forcible confinement of Japanese-Canadians during the Second World War remains one of the most tragic events in Canadian history,” says the Honourable Carla Qualtrough, Minister of Public Services and Procurement and Accessibility, who is responsible for Canada Post. “This stamp reflects the Asahi’s determination to overcome racism and discrimination through the power of sport. Asahi players exhibited integrity, honour and fair play and were shining examples of what it means to be truly Canadian.”
 
The Asahi developed a unique style of play to compete against bigger, more powerful teams. Dubbed “brain ball,” it involved bunts, base stealing and squeeze plays to score runs – and wins. Their style of play was so successful that, in 1927, the team won a game 3-1 without technically collecting a hit.
 
The Asahi grew to near mythic proportions within the Japanese-Canadian community; most boys in Vancouver’s “Little Tokyo” dreamed of playing for the team.
 
Subplot Design Inc. created this single, custom shaped stamp to commemorate the Vancouver Asahi baseball team. The stamp shows a game ball overlaid with an image of the final team formation of 1941. Additionally, a booklet of 10 and a First Day Cover were produced featuring the team’s history in more detail.
 
“As with every project we approach, we started out with extensive research into Asahi history. We found out that the team’s home playing field was located in what is now Vancouver’s Oppenheimer Park, which is located just a few blocks from our studio location,” says Roy White, Subplot Founder & Creative Director. “The team is such an integral part of Vancouver’s history, yet often so little is known about them outside of the Japanese community. That made this an even bigger passion project for us”.
 
“What was technically exciting about this stamp was, due to the baseball’s iconic shape, we were allowed to deviate from the usual format and instead create a rare circular postage-stamp, which we are sure will excite collectors and print nerds alike, “adds White.
 
“From very early on in the process, we closely worked together with the Nikkei Museum. They were incredibly generous in giving us access to their archives and contributing to the project with their vast knowledge on the subject matter”, says Tim King, senior designer on the project
 
Subplot also created a booklet of 10 and an Official First Day Cover. The OFDC shows a timeline of the team’s story, starting from its founding in 1914 to its disbandment in 1941. Significant memorabilia and artifacts from the team’s history are pictured on the ODDC, from team photos to Kaye Kaminishi’s original game jersey and glove and “Ty” Kenichi Suga’s winning medallion for best pitcher in 1926. The backside pictures the team at play in Oppenheimer Park (then called Powell Street Grounds) in 1920.
 
Kaye Kaminishi, a third baseman and at 97 the last surviving member of the Vancouver Asahi, helped unveil the stamp at the Nikkei National Museum & Cultural Centre, he was joined by players from the Asahi Baseball Association, which was inspired by the original team.
 
All products are available for purchase at selected Canada Post offices and online here.
 
 
 
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designers: Roy White, Liz Wurzinger, Jaquie Shaw, Tim King, Mackenzie Gooch
Creative Directors: Roy White, Matthew Clark
Photographs: Jason Dziver(baseball) Timothy King (archival material)
Artefacts courtesy of Nikkei National Museum & Cultural Centre and Canadian Baseball Hall of Fame
Client: Canada Post Corporation
Printer: Colour Innovations
04/25/2019
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January 22, 2019 (Vancouver, BC) – We are big fans of Mahyar Saeedi and his Designed to Speak video series of design interviews and insights. So when we were asked to share our views on Design, Branding, Strategy … and knowing when to say “I don’t know”, we were thrilled.
 
Please enjoy – and let us know what you think!
 
Watch Short Film
 
Credits:
Interviewees: Roy White & Matthew Clark, Subplot
Music: Simon More – Summer Vibes (Mahyar Slo-mix)
Filmed By: Trevor Jansen & Rick Etkin
Edited & Produced By: Mahyar Saeedi
 
About Designed to Speak
Designed to Speak is an outlet of inspiration for designers and design enthusiasts. We profile and feature designers of all disciplines and our objective is to help inspire and engage the design community. We created Designed to Speak because we felt there was a lack of direct inspiration and communication within the online design community. A disconnect between thought and design disciplines is lacking. Designed to Speak aims to bridge that gap. We hope you feel inspired!  View other videos in the series
 
About Subplot Design Inc.
Subplot is a leading brand and packaging design firm that specializes in solving tough problems for demanding clients in highly competitive world markets. We bring brands to life, and life to brands by creating comprehensive strategic brand foundations that ensure Creative Certainty in everything we do. Based in Vancouver, BC, our partners are hands-on with every project; verbal & visual branding, corporate identity programs, packaging, 360 degree campaigns, video and of course, more. www.subplot.com
01/22/2019
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Ask any designer, and they’ll tell you how significant Graphis is, and how much of an honour it is to appear in their hallowed pages. We are thrilled to announce  four projects in the 2019 Graphis Design Annual.
GOLD: Hockey History Stamp Collection (view)
GOLD: Lunar New Year / Year of the Dog Stamp Collection (view)
​GOLD: Women in Winter SportsStamp Collection (view)
SILVER: Canada 150 Celebration Stamp Collection (view)
01/18/2019
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12/21/2018
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September 7, 2018
Graphis Blog
 
“Similarly tantalizing is Liz Wurzinger and Steph Gibson’s approach to Dinos of Canada (ABOVE) for Canada Post. Utilizing a 70’s-style approach, Gibson and Wurzinger present an aesthetic that is more closely aligned with the American Museum of Natural History than with anything Steven Spielberg might have imagined. Furthermore, the stamps’ informative presentation is one that will satisfy dinophiles everywhere, presenting each species’ latin name.”
 
View article here
09/22/2018
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Chilliwack, BC (July 18, 2018) –  As a leader in pet nutrition, Petcurean Pet Nutritionworked with long-time collaborator, Subplot Design Inc.to introduce functional, freeze-dried meal mixers for dogs, filling a gap in the marketplace for consumers seeking specialized solutions to help support common pet health issues.
 
The GO! Solutions Meal Mixer line features four specialized recipes for dogs: Digestive Health Turkey Meal Mixer , Hip & Joint Support Pork Meal Mixer, Skin & Coat Care Salmon Meal Mixer, and Weight Control Turkey Meal Mixer. Each recipe is made with freeze-dried nutritional and functional ingredients including single source primary proteins and whole fruits and veggies that you can see.
 
As pet parents seek new ways to customize their pet’s diet, the integration of meal mixers and toppers has grown, with more than a quarter of pet owners adding them to their dog’s diet. Petcurean’s innovation is to offer not only products with great taste, but to provide functional ingredients for specific dietary needs. Even picky-eater pets can’t resist the tasty chunks of freeze-dried pork, turkey, salmon, whole cranberries and blueberries, New Zealand green mussels, and bits of pumpkin. From achy joints and tender tummies, to itchy skin and that spare tire around the middle, GO! Solutions Meal Mixers add a functional boost of nutrition to aid in supporting many of these common issues.
 
“The decision to expand our popular GO! line with functional meal mixers was driven by explosive growth in the meal mixer category, and the increasing need for solution-based pet foods,” said Jaimie Turkington, VP of Sales and Marketing at Petcurean. “Further demonstrating our commitment to innovation, the GO! Meal Mixer line is our seventh brand extension since July 2017 and is a direct response to consumers’ increasing request for premium products tailored to their pet’s specific needs.”
 

 
Petcurean’s GO! Meal Mixers can be added to kibble, stew, or pate, or served as a convenient and healthy treat.
 
“We worked very hard with Petcurean to bring a boldness and clarity to the packaging, and really showcase the ‘solution’ of each Meal Mixer”, says Matthew Clark, Subplot Founder & Creative Director. “This simplicity when combined with such a visually appealing product really sets it apart on the shelf”.
 
Along with the new prominence given to each solution and recipe on the front panel, an icon panel identifies key product attributes such as the freeze-dried, premium protein and grain-free recipe. Printed on matte silver foil substrate with a unique clear window on the outside seam of the pouch pak, the line continues the GO! Packaging system while carving out a unique format for Meal Mixers.
 
“There are fantastic things coming soon for the GO! Solution kibble and wet food lineup as well”, adds Clark. “We’re excited about how Mixers begins to introduce this bold new system”.
 
As with many of Petcurean’s other GO!®recipes, the new Meal Mixer recipes are free of grains and gluten, and have zero corn, wheat, soy, by-products, added growth hormones, antibiotics, artificial colors, flavors, or preservatives.The freeze-drying process locks in maximum nutrition by removing water from fresh meats, fruits, and veggies through a vacuum process that gently turns liquid into vapour, thus maintaining the nutritional integrity of each ingredient. What results are tasty chunks of whole ingredients that add functional benefits to a dog’s diet and get them excited for mealtime.
 
Subplot was responsible for all concept, design and production of the packaging, as well as the Trade Launch at Global Pet Expo in March, Retail and Trade displays, and an ID system to drive all retail and consumer promotions. Case study can be viewed here.
 
 
Credits
Concept & Design: Subplot Design Inc.
Lead Designer: Matthew Clark
Copywriting: Pete Pallet Writes
Photography: David Ellingsen
Printing: WJ Packaging Solutions
Client: Petcurean Pet Nutrition
 
 
About Petcurean
Petcurean is a family-owned Canadian company that creates premium-quality pet food recipes; GO!, NOW FRESH, GATHER and SPIKE TREATS for dogs and cats (and cats and dogs). GO! provides solutions for your pet’s unique dietary needs; NOW FRESH offers dry and wet pet food recipes with 100% fresh meat and fresh omega oils; GATHER is crafted from certified and organic ingredients, sustainably produced; and SPIKE lets you reward your dog with treats made using all-natural ingredients. Petcurean pet foods are sold exclusively through pet specialty retailers in Canada, the United States, and more than 30 countries internationally. At Petcurean, with every decision they make and every recipe they create, they put pets first. Please visit www.petcurean.com to learn more.
 
About Subplot Design Inc.
Subplot is a leading brand and packaging design firm that specializes in solving tough problems for demanding clients inhighly competitive world markets. We bring brands to life, and life to brands with smart, consumer-focused, business-asset strategy that is brought to life through inspiring, breakthrough design that ensures Creative Certainty in everything we do. From our home base in Vancouver, BC, our partners are hands-on with every project, including verbal & visual branding, corporate identity programs, packaging, 360 degree campaigns, video and of course, more. www.subplot.com
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07/16/2018
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Subplot Founder & Creative Director, Roy White, recently visited Colombian fruit growers and coffee farmers with our friends from Level Ground. During the trip, Roy also visited the Subplot-sponsored school at Las Flores, Santa Ines, high in the Andes. He had a wonderful day experiencing the school and sharing Pink Subplot pencils with all the pupils.



06/19/2018
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Vancouver, BC (May 30, 2018) – The Association of Registered Graphic Designers (RGD) invites submissions of graphic design projects from around the world done under the theme of communication design for social good; work with the power to incite action and make meaningful change in the way we live our lives.
 
Subplot Design Inc. was honoured with a Judge’s Pick So(cial) Good Award for Petcurean’s GATHER Pet Nutrition identity and packaging.
 
+ Effectively promotes action in support of social change.
+ Demonstrates originality and creativity through advanced, unusual or clever solutions, uniqueness of materials, originality of components and/or creative use of resources.
+ Demonstrates good design, through elegance & sophistication of core design concepts
 

“It is so very refreshing to see such a strong design process built on research, product and user testing, and even walking the same fields as the client. This is a capital “B” branding exercise (…)The type is exceptional; illustrations are excellent; copywriting is clear and to the point. This is an outstanding example of how a system supports a design and of how designers can advance social good through design. The entry is oh So Good!”
– Judge’s Pick: John deWolf CGD, RGD
 
Our project for Petcurean’s GATHER not only included the Brand Name, Recipe Name, Brand Identity and Packaging, but also included all Sales Materials, Online presence, and an entirely new Sustainability Program for Petcurean company wide.
 
A huge thank-you to Petcurean for allowing us to craft such an impressive brand that is “SO GOOD”! And to writer Pete Pallett and Illustrator Darren Booth!
 
See Case Study HERE
06/04/2018
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Vancouver, BC (May 24, 2018) – As part of the Association of Registered Graphic Designers (RGD) ongoing webinar series, Subplot Design Inc. Founder & Creative Director, Matthew Clark, took part in the latest edition: “Lessons of Failure”.
 
Matthew shared his story of transitioning from a hopeful doctor in high school, to realizing he wanted a career in the Creative Arts. All without going to design school (not recommended).
 
From a fateful conversation with his career counsellor, to unsuccessful attempts at advertising, printing t-shirts, architectural renderings, promotional merchandise, and illustration … to eventually a promo that got him his first job. What’s more, he promised embarrassing hairstyles, cheesy high-school life goals, and and some very, very bad design work.
 
Thanks to the RGD for inviting us to speak!
 
Watch Matthew’s presentation HERE
Watch entire “Lessons of Failure” (for RGD members only) HERE
06/04/2018
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Vancouver, BC (May 28, 2018) – Ahead of the 2018 Design Thinkers Vancouver conference put on by the RGD, Subplot was one of 5 local design firms that opened our doors to welcome conference delegates interested in a little “behind the scenes” peek into Vancouver’s design firms. Always nice to share our space and meet other designers before the conference kicks off!
06/04/2018
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Calgary, AB (February 13, 2018) – Ahead of the 2018 Pyeong Chang Winter Olympic and Paralympic Games, Canada Post Corporation has teamed up with Subplot Design Inc. to celebrate six exceptional female Canadian winter sport athletes. Canadian women are powerhouses in winter sports and, over the years, have continually and successfully competed at the highest level in all winter sports events. This set of 5 stamps celebrates 6 such women who have not only competed at the top level but have achieved greatness in their respective sports.
 
“We wanted to design a stamp celebrating each Canadian athlete and her achievements; highlighting joy and triumph, along with the endurance and dedication that comes with being an athlete at this elite level,” says Subplot Founder & Creative Director, Roy White.
 
Each stamp prominently features a frosty blue and fiery red duotone portrait of each athlete in a moment of celebration. A full-colour, freeze-frame action shot bursts through the portrait, representing defining moments of victory in each of their careers. Also featured on each stamp is a delicate stylized illustration depicting the courses and arenas that set the stage for each athlete’s competition and careers.
The 5 stamps feature women who have achieved greatness throughout their lives and careers competing at the highest level in their respective winter sports.
 


Nancy Greene, Alpine Skiing
At age 16 Nancy Greene first competed in slalom, giant slalom and downhill at the 1960 Squaw Valley Winter Olympics, competing again in 1964 in Innsbruck, and winning gold and silver medals in Grenoble in 1968. Named Canada’s Female Athlete of the 20th Century she has won 17 Canadian titles, 13 World Cup victories and Three U.S. Ski Championships.
 
Sharon & Shirley Firth, Cross Country Skiing
Starting their career at only 14 years old, Sharon & Shirley Firth became internationally recognized competitors, bringing their passion and knowledge from their Gwich’in culture and Inuvik upbringing to the world stage. Fierce competitors, the Firth sisters competed in four Olympic Games and four World Ski Championships, dominating the sport from the late 1960s to the mid-1980s. With 79 medals at national championships, in 2015, Sharon & Shirley Firth became the first indigenous women inducted into the Canadian Sports Hall of Fame.
 
Danielle Goyette, Ice Hockey
Throughout her career, Danielle Goyette has represented the rise of women’s hockey. Stretching into her 40s, her career highlights include two Olympic gold medals, and a silver, eight gold medals at the International Ice Hockey Federation Women’s World Championships, and her 2017 induction into the Hockey Hall of Fame.
 
Clara Hughes, Speed Skating
A trailblazer, Clara Hughes is the only athlete in history to win multiple medals in both the Summer and Winter Olympic games. Along with her illustrious athletic career, Hughes has become an advocate for ending the stigma involved with mental health, becoming the National Spokesperson for the Bell Let’s Talk Mental Health initiative.
 
Sonja Gaudet, Curling
As the world’s most decorated wheelchair curler, Sonja Gaudet is an advocate for accessibility, and the importance of sport. Sonja Gaudet has made three Paralympic appearances with team Canada; 2006 Torino games, 2010 Vancouver games, and 2014 Sochi games, where she was also the Canadian Flag bearer.
 
In addition to the stamps, Subplot also designed 5 individual OFDCs and official wrap, a booklet of 10 stamps and a pane of 5 stamps.
 
Subplot Creative Director Roy White and designer Jacquie Shaw were in attendance of the launch event in Calgary at the Subplot Founder & Creative Director, Roy White.. The five athletes in attendance along with family representing Shirley Firth, who in 2013 passed away at age 59 (Husband, Jan Larsson, and daughters Marie and Nina Larsson), were honoured, and unveiled each stamp bearing their image.
 
All products are available for purchase at selected Canada Post offices and online here.
 
Credits
Concept & Design: Subplot Design Inc.
Creative Director: Roy White, Matthew Clark
Lead Designer: Jacquie Shaw
Photography: Supplied by Athletes
Photo Illustrations: Matthew Clark, Jacquie Shaw
Client: Canada Post Corporation
Printer: Colour Innovations
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02/06/2018
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Vancouver, B.C. (January 16, 2018) – In a long-running tradition, Canada Post honours the beginning of each lunar New Year with the release of a set of stamps, celebrating the transition from one animal cycle into the next. Subplot Design Inc. was commissioned to create an international and domestic stamp, along with a range of supporting material such as Postcards, First Day Covers, Booklets, Souvenir Sheets and a limited series Uncut Press Sheet.
 
This “Year of the Dog” set is part of the tenth issue in Canada Post’s Lunar New Year series, which began with the Year of the Ox in 2009.
 
Inspired by the colourful and brightly-illuminated decorations that mark this holiday, Subplot’s Jacquie Shaw came up with the concept for the stamps.
 
“The lantern is such a quintessential symbol of the Lunar New Year celebrations. We wanted it to play a pivotal role in the design of these stamps, hence the idea of beautifully illuminated lanterns with elaborate dog illustrations on them”, says Subplot Founder and Creative Director, Roy White. 
 

Chinese illustrator Meimei Mao created two delicately-crafted dog illustrations that are reminiscent of traditional Chinese paper cutting. One of each of the two characters is featured prominently on the domestic and international stamp. The dogs are inspired by Shih Tzu and a traditional Chinese native dog. Subplot worked with local photographer and long-time collaborator Raeff Miles to create the lantern scenes.
 
Designer Liz Wurzinger remembers, “Meimei’s intricate dog characters were translated onto lanterns and then shot by photographer Raeff Miles, bringing a warmth, richness and depth to the final images.”
 
All products are additionally graced with Order of Ontario recipient Albert Ng’scalligraphy, who crafted multiple blessings that were then embossed in gold foil by Toronto printer Lowe Martin. Both gold and red are auspicious colours in the Chinese tradition, symbolizing prosperity and good luck.
 
All products are available for purchase at selected Canada Post offices and online here.
 
Subplot and the rest of the creative team were on hand at the launch event on January 15th at the Main Vancouver Post Office, where the stamps were officially revealed (yes, we even got to pull the string). An official signing event followed the unveiling ceremony.
 
The Year of the Dog begins on February 16, 2018, and lasts until February 4, 2019. Those born under this sign are said to be loyal, happy, and playful but sometimes stubborn. Driven by a sense of duty and justice, and disinterested in wealth or power, these sympathetic people put the well-being of others above all else.
 
Happy New Year from everyone at Subplot! 
 
Credits
Concept & Design: Subplot Design Inc.
Creative Director: Roy White, Matthew Clark
Lead Designer: Liz Wurzinger
Illustration: Meimei Mao
Photography: Raeff Miles Photography
Calligraphy: Albert Ng
Client: Canada Post
Printer: Lowe Martin
01/17/2018
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It’s that time of year again. Back to the grindstone. Back in the saddle. Back in black. Back at our desks enjoying fantastic projects from fabulous clients and partners.
In celebration of the past year, we’ve collected some of our favourite projects and put them to music (fully-purchased, royalty-free, of course) for your entertainment and reflection.
Health, happiness and success in 2018!
01/03/2018
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Chilliwack, B.C. (November 7, 2017) – Known for its high quality premium pet food and commitment to sustainability, Petcurean Pet Nutrition is expanding its popular NOW FRESHTM line with stew and pate recipes for dogs and cats. Designed by long-time partner, Subplot Design Inc., the products hit store shelves this week.
 
NOW FRESH stews and pates are made with 100 percent fresh wild salmon, turkey, or pork in nutrient-rich turkey bone broth. With zero genetically engineered ingredients, and available in industry-leading recyclable and reclosable Tetra Pak® cartons, NOW FRESH stews and pates bring innovative fresh and healthy food options that pet parents can feel good about buying and serving.
 
“Our NOW FRESH stew and pate recipes have a number of characteristics that make them a unique category leader in the wet food market, including fresh, human-grade ingredients, and innovative eco-friendly packaging,” said Walter Cosman, general manager at Petcurean. “We have long been testing recipes to add fresh, healthy and delicious wet food offerings to our NOW FRESH line-up, and are excited to now offer them for pets across the U.S.”
 


Petcurean’s new NOW FRESH stews and pates are perfect served as a treat, topper, or as a complete and balanced meal. They and are available in six delicious recipes: turkey stew for dogs and cats, pork stew for dogs, wild salmon stew for cats, pork pate for cats and wild salmon pate for cats.
 
All recipes are non-GMO and made in a human-grade facility with human-grade ingredients including 100 percent fresh wild salmon, turkey or pork, and fresh potatoes, carrots, peas, cranberries, sweet potatoes, and apples – all excellent sources of antioxidants, essential vitamins and minerals and dietary fiber to support digestive health. NOW FRESH stews and pates are made with turkey bone broth, which adds a great source of collagen and a meaty flavor that both dogs and cats love.
 
“One of the challenges was to adhere to the existing NOW FRESH packaging system which we designed in 2011, and yet clearly feature this very different and visually pleasing product”, says Matthew Clark, Subplot Founder and Lead Designer.
 
“Being able to see the fresh ingredients in the finished product allowed us to feature beautiful product and ingredient photography”, adds Clark. “That’s what ‘So fresh, like it’s served straight from the pot’ means to us.”
 
Petcurean is one of the first pet food companies to choose Tetra Pak® cartons as an innovative and sustainable packaging option. NOW FRESH is packaged in Tetra Pak® cartons that are manufactured from Forest Stewardship Council (FSC)-certified paperboard and other controlled sources. Made from 69 percent renewable materials, they are 100 percent recyclable, and BPA-free. The packaging uses less raw material and is more compact to ship than cans, lessening the impact on the environment.
 
Subplot designed all packaging as well as an identity system that extends into sales collateral, web, displays and point-of-sale. View case study here.
 
 
Credits
Concept & Design: Subplot Design Inc.
Lead Designer: Matthew Clark
Copywriting: Pete Pallet Writes
Photography: Raeff Miles Photography
Client: Petcurean Pet Nutrition
11/06/2017
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Detroit, MI (October 23, 2017) — Canada Post and US Postal Service (USPS) teamed up with Subplot Design Inc. to celebrate 100 years of Hockey in Canada and the USA. Subplot was challenged to create a stamp-set that celebrates the historical evolution of the sport as well as the countries’ shared love for the game.
 
Both countries’ stamps were unveiled on Friday the 20th by USPS Postmaster General and CEO Megan Brennan and Canada Post President and CEO Deepak Chopra at a ceremony at the Little Caesars Arena in Detroit, MI.
 
View full set here
 
The stamp set consists of a tete-beche (head to tail): two stamps connected vertically and a reflection of each other. The top stamp shows a modern-day player while his reflection depicts the same player in historic clothing and equipment. On first look this creates the illusion of a player reflected in the ice.
 
Subplot commissioned Toronto based sports photographer KC Armstrong to help bring this ambitious scene to life. “The real challenge was to capture the hockey-player in authentic motion,” remembers Roy White, Subplot Founder and Creative Director. “And then to duplicate that exact same movement with the player in historical clothing to create the illusion of a perfect reflection.”
 
“Whichever way you look at the stamp, or flip it, the adjoining stamp is a hockey player’s reflection in the ice.”
 

The idea of mirroring the two players continues on to the vertically folded booklet of 10 stamps, with the unique approach of two front covers: one featuring the modern player, the other the vintage player. When unfolded, the reflection is revealed and the historical concept highlighted once again. Further elements created for this series include a First Day Cover (an envelope for collectors featuring the souvenir sheet) and a cancellation mark.
 
The scene on the souvenir sheet shows a man and young girl playing a game of pick-up hockey, skating around a make-shift goal in front of a scenic frozen lake vista. This shot was created to extend the stamp image beyond the stamp and to reinforce the “grass roots” family experience of pond hockey. Multiple shots were used and all brought together to create the final image with help of post-production wizard Brad Pickard.
 
“The frozen pond and setting presented the perfect backdrop for this stamp-set.”, says Liz Wurzinger, Senior Designer on the project. “It’s where all generations and skill levels of players come together, kids, parents and grandparents, wobbly first-timers and semi-professional league-players. We wanted to celebrate the sense of community and hockey traditions that are treasured on frozen ponds throughout both Canada and the US.”
 
This stamp set is only the 8th collaboration between USPS and Canada Post in their long-standing history of joint issues since 1959.
 
Subplot is excited to see their design grace both Canadian and US stamps for the first time. All products will be available for purchase in their respective stores starting today.
 
Credits 
Concept & Design: Subplot Design Inc.
Creative Directors: Roy White, Matthew Clark
Designer: Liz Wurzinger
Photo: KC Armstrong
Retouching: Brad Pickard
Printer: Lowe Martin
10/23/2017
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Barcelona, Spain (September 24, 2017) – Subplot Design Inc. was honoured with a Pentaward at the 2017 Pentawards Worldwide Packaging Design Awards Competition ceremony held this year at the W Hotel in Barcelona, Spain. Subplot founders Matthew Clark and Roy White were on hand to accept the award.
 
Subplot’s GATHER Pet Nutrition Packaging took home a Silver Pentaward. GATHER was designed for long-time client, Petcurean Pet Nutrition of Chilliwack, BC, and has been honoured in a number of significant national and international awards competitions this past year.
 
The Pentawards is the first and only worldwide competition exclusively devoted to packaging design in all its forms. This eleventh edition of the Pentawards received 2,013 entries from 5 continents and 54 countries. In total, 32 countries are represented among the winners.
 
“We are so honoured with this prestigious win”, says Matthew Clark, Subplot Founder & Creative Director. “To be in the company of design firms like mousegraphics, Stranger & Stranger and Turner Duckworth makes the honour even that much more special.”
 
View at Pentawards.org
View GATHER Case Study
 
About Pentawards Worldwide Packaging Design Competition
Created in January 2007, the Pentawards are recognised as the most prestigious worldwide competition exclusively devoted to packaging design in all its forms. They are open to all those who are associated with the creation or marketing of packaging from every country in the world. In addition to the awarding of prizes, the mission of Pentawards is to promote packaging design amongst the business community, the media, the economic and political authorities and the general public around the world. www.pentawards.org
 

10/19/2017
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September 26, 2017
The Dieline
“20 Pet Food Packaging Designs”
 
“People often refer to their pets as their “fur babies” as they provide a lot of companionship and joy. This explains why there is such a variety of pet foods and treats out on the market for owners to choose from. Here we picked out 20 of the best looking pet food packaging designs.”
 
See the article here
10/19/2017
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August 31, 2017
Association of Registered Graphic Designers (RGD)
“Design Industry Insights from Vancouver BC”
 
“With fewer head offices out here, it can be challenging to find the right clients. For us, the “right” client has always meant the fully involved, collaborative and smart clients who themselves are visionaries and entrepreneurs and who understand the value of design. Working with these leaders means that we have unrestricted access to the top decision makers, and we are able to affect the most change and take the greatest risks to propel our clients forward with design.”
 
View article here
08/31/2017
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July 11, 2017 (Ottawa, Ontario) – 
A roundup of the stamps Subplot Design created for Canada Post’s iconic Canada 150 set featured in Applied Arts Magazine
 
From the article:
“Designers and philatelists alike are heading to the post office this month to appraise the new set of Canada 150 stamps issued by Canada Post and long-time supplier Subplot Design. The stamps depict 10 iconic Canadian moments since the centennial celebration in 1967, including marriage equality in 2005 and the signing of the Constitution in 1982.
 
“‘The challenge with creating such a significant set of 10 stamps was to ensure that the stamps look part of a collectable set and yet are each unique enough to represent 10 very distinct topics,’ says Roy White, Subplot’s creative director. The solution was a set of maple leaf–shaped stamps—the first time Canada Post has strayed from a traditional quadrilateral silhouette. ‘We hope that Canadians see this as a time to reflect on their own history and memories,” says White. “This project, more than any other, has been incredible to be a part of, considering the importance and historical relevance of Canada’s 150th anniversary.’
 
“Each stamp was periodically released via Canada Post’s site and Facebook Live ahead of June 1, at which point they went on sale to the public to ramp up excitement for Canada Day and the Canada 150 celebrations.
 
“The complete Canada 150 collectible set includes the full set of 10 stamps, all in the iconic maple leaf shape—this is the first time a stamp has been cut out of the national emblem—and Official First Day Covers (OFDC) wrapped in a commemorative bellyband, a 10-set souvenir sheet, and a 10-set booklet, along with a custom cancellation mark.”
 
See the full article + images online at:
https://www.appliedartsmag.com/features_details/?id=200
08/09/2017
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June 6, 2017 (Ottawa, Ontario) – Canada Post is marking Canada 150 with 10 stamps celebrating 10 unforgettable moments and achievements over the last 50 years. And they are doing so with the help of longtime collaborator, Subplot Design Inc. The entire stamp collection is available online today.
 
With so many stories to tell, Canada Post decided to focus on our modern history by celebrating 10 of the most significant events since Canada’s Centennial year. The incredible accomplishments of our first century paved the way for Canada to come of age and become a shining example to the rest of the world.
 
Starting on April 27, Canada Post unveiled all 10 incredible stamps at separate events over a five-week period. Each one recognized a significant event or milestone in the last 50 years that helped shape the Canada we know today.
 
Canada Post called on an impressive list of Canadians to help celebrate these moments – including architect Moshe Sadfie; astronaut Jeremy Hansen; Foreign Affairs Minister Chrystia Freeland; country singer Dean Brody; Terry Fox’s sister, Judith Fox, Nunavut Premier Peter Taptuna; players from Team Canada 1972, including Pat Stapleton, Bobby Clarke, Yvan Cournoyer, Pete Mahovlich, Frank Mahovlich, Eddie Johnston, Brad Park, Wayne Cashman and Jean Ratelle; Paralympic athletes Arnold Boldt and Lauren Woolstencroft; and Olympic athletes Greg Joy and Joannie Rochette.
 



“The challenge with creating such a significant set of 10 stamps that celebrate Canada’s 150th anniversary was to ensure that the stamps look part of a collectable set and yet are each unique enough to represent 10 very distinct topics”, says Roy White, Subplot Design Inc. Creative Director. “To do this, we felt it was important that this stamp should break away from the traditional shapes and formats of the majority of Canada Post’s stamps”.
 
Roy adds, “As such, the maple leaf shape was highly unique and a first for Canada Post, is a true Canadian icon, and fills Canadians with a sense of pride and belonging”.
 
Complementing each unique stamp will be a collectible Official First Day Cover (OFDC). It was during the design of each of these collectables that we had the opportunity to create very individual pieces that spoke more fully to the personality and uniqueness of the particular moment of Canadian history.
 
“With every Canadian ‘moment’ provided by Canada Post, our aim was to portray them through both the stamp and OFDC in a fresh and unique way”, says Liz Wurzinger, lead Canada 150 stamp designer. “The full set comes together as a very compelling and special collectible set that we are very proud to be a part of”.
 
In addition, the complete Canada 150 collectible set includes the full set of 10 stamps and OFDCs wrapped in a commemorative bellyband, a 10-set souvenir sheet, and a 10-set booklet, along with a custom cancellation mark.
 
Credits
Concept & Design: Subplot Design Inc.
Designers: Liz Wurzinger, Roy White, Jacquie Shaw
Illustration / Photo Illustration: Liz Wurzinger
Creative Directors: Roy White, Matthew Clark
Printer: Lowe Martin
 
Stamp Collection
Canada150 Stories
Shop the Collection
06/06/2017
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Over the course of the next 5 weeks, we will be revealing the 10 Stamp & Official First Day Covers (OFDCs) in tandem with Canada Post’s unveiling across the country. Watch this space and our Facebook page at www.facebook.com/subplotdesign for frequent updates.
 
And on June 1st, watch for the entire set to be released!
05/03/2017
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April 19, 2017 (Chilliwack, BC) – Pet Parents are looking for premium options to feed their pets that are in alignment with the food choices they make in their everyday lives – like non-GMO, vegan, vegetarian and organic ingredients. Subplot Design Inc.’s new campaign for Petcurean Pet Nutrition celebrates this in a multi-touchpoint campaign for the new recipe line, GATHER, launching this week.
 
Out in stores last fall, GATHER is a new pet food line crafted from certified, organic, non-GMO and sustainably produced ingredients. The recipes are perfectly blended to provide dogs and cats complete, balanced natural nutrition with premium quality ingredients.
 
Each recipe is free from rendered or genetically engineered ingredients and features single source, fresh and dehydrated primary proteins like Organic Free-run chicken; MSC Certified, line-caught Alaskan cod; and Vegan-certified peas – as well as premium ingredients like MSC Certified krill, lentils, chickpeas, organic flaxseed and other essential ingredients.
 
“We know that people who believe in certified, organic and sustainable ingredients for themselves and their families go to great lengths to find them”, says Matthew Clark, Subplot Founder & Creative Director. “And how do you know they believe in these foods? They tell you”.
 
“Pet parents are increasingly expecting this quality in foods for their pet family members too”, adds Clark. “And we think pets approve”.
 

 
Three iterations of the campaign launch this spring: “I VEG”, “KISS ME I’M ORGANIC” and “HECK NO GMO”, and each appears as pet tags and collars on extreme close-ups.
 
The campaign launches primarily through digital channels, including pet and premium human food-centric sites and includes static and animated ads. A strong social push will include the “pet tag” creative as well as other social engagement activities under the hashtag #GATHERtogether. Additional campaign support includes in-store, customized retailer promotions and contests, as well as collaboration with top pet bloggers.
 
Campaign Credits
Creative Concept & Implementation:
Subplot Design Inc.
Copywriting: Pete Pallett
Photography: Raeff Miles Photography
(David Elllingsen: fur)
Digital Media Strategy & Implementation: 6S Marketing
Client: Petcurean Pet Nutrition
04/18/2017
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March 7, 2017 (Vancouver, BC) – As part of Petcurean Pet Nutrition‘s 2017 Nourish for Life integrated campaign, Subplot Design Inc. has created a series of cinemagraphs for use across their social channels.
When we decide to bring a dog or a cat into our lives it’s a life-changing moment that evokes our most natural instincts to nurture and protect. This next phase of Petcurean’s successful campaign, “Nourish for Life”, celebrates the cherished bonds we share with our pets and our devotion to nourishing them with love, attention, shelter and food throughout their lives
 
“Animated GIFs and cinemagraphs have certainly increased in popularity over the past year”, says Matthew Clark, Subplot Founder & Creative Director. “When done poorly that can be pretty creepy (moving eyeballs) or really cheesy (wagging tails).”

“But done right”, adds Clark, “cinemagraphs can really help a brand stand out with playful, fun motion that increases visibility and engagement and that disrupts expectations in the social environment.”
 
Working this time with local photographer and videographer, Bryant Bell of Aspect Films, Subplot created two still shots for digital advertising and six cinemagraphs for use across the social spectrum. Each cinemagraph highlights an authentic pet-parent interaction along with unique motion in the image.
 
Subplot Design Inc. worked on this integrated marketing campaign with Petcurean’s internal marketing team along with veteran copywriter and Subplot colleague, Pete Pallett; and digital media agency, 6S Marketing Inc. Digital ads and cinemagraphs are flighting this winter and spring, and will be updated with new creative later in the year.
 
 
Campaign Credits
Creative Concept & Implementation: Subplot Design Inc.
Photography & Videography: Bryant Bell, Aspect Films
Digital Media Strategy & Implementation: 6S Marketing
Client: Petcurean Pet Nutrition
03/28/2017
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It’s that time of year again. Back to the grindstone. Back in the saddle. Back in black. Back at our desks enjoying fantastic projects from fabulous clients and partners.
In celebration of the past year (and a bit more since we didn’t do a video last year), we’ve collected some of our favourite projects and put them to music (fully-purchased, royalty-free, of course) for your entertainment and consideration.
 
Health, happiness and success in 2017,
Matthew, Roy, Liz and Jacquie
 
01/15/2017
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January 5, 2017
Graphis Design Annual 2017
 
Graphis is one of the foremost awards in the world, and we are thrilled to be honoured with a Silver Award in the 2017 Design Annual. Huge thanks to Susan at Canada Post, and congrats to Liz, Roy and the Subplot team for such great recognition of a beautiful project.
 
View project here
01/10/2017
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Happy happy from all of us at Subplot.
Full video here
12/25/2016
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December 7, 2016
The Dieline
Pack of the Month
 
“Why we love it / Why we picked it: GATHER Pet Food is a breath of fresh air in the dog and cat food aisle. Not only is the food organic, non-GMO, and sustainable, but the packaging makes it a total standout. The bags of kibble focus on the healthy ingredients—wholesome ones that come straight from the farm—which is the exact same thing that many consumers look for when grocery shopping for themselves. By considering the shopping habits of pet parents when they’re not looking for kibble, GATHER speaks directly to them and assures them of the food’s high quality.”
 
View article
 
12/07/2016
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Creative Certainty
Why it is so important, we  even trademarked it.
By Matthew Clark
 
Download Article: SubplotPOV_CCNov2016

 
So here’s the thing: in the same way you should never explain a joke, you probably shouldn’t try to explain a tagline or a mission statement or your raison d’etre either.
 
But after a number of years of explaining what makes Subplot different from other design and branding firms, this phrase just kept coming up: Creative Certainty. And people were intrigued. They asked questions, they wanted to know more. It was both a door-opener and a nice way to sum up what we have learned after almost 30 years in the game.
 
 
Creative Certainty is not an oxymoron.
Rule two of explaining an idea is never to start with what it is not. Rule broken. But creativity and certainty are not necessarily mutually exclusive ideas, regardless of what many designers and consultancies will tell you.
 
Of course we all know brand consultants and agencies that live for workshops, tissue sessions, big data dumps, research panels and seemingly empirical techniques to develop and refine brands – only to end up with arduous, jargon- and adjective-filled obsfucations that resemble hefty doorstops not actionable strategies. And we know design firms whose hipster-beard-wearing, hand-waving, Instagram-obsessed designers posit pretty wallpaper solutions and typographic exercises as poor substitutes for actual design solutions. Granted.
 
But creativity can be pragmatic. And certainty can be inspiring.
 
 
Creative Certainty is not a “middle ground”.
If you are neither hot nor cold, you are lukewarm. If you are neither smart nor dumb, you are average. But creativity and certainty don’t need to work that way.
 
A balance of creativity and certainty is not a midpoint along a spectrum of two polar opposites. That would make you really neither, but rather some sort of jack-of-all-trades-master-of-none. We all know these design firms, but none of that right now.

Nor are creativity and certainty two halves of some non-committal Venn diagram, where only parts of the two concepts overlap, creating a third territory. That would still assume too strong of a polarity, and too much territory that does not naturally overlap.

Creative Certainty is the pinnacle of both principles.
 
To borrow from marketing consultants, maybe Creative Certainty is in the top right quadrant on a matrix chart, where creativity and certainty are both at their full strength.

Maybe creativity and certainty unite to form the apex of a triangle; not a midpoint as much as the peak of both expressions.

Perhaps the triangle is a actually volcano, where Creative Certainty is the pyroclastic flow spewing from the catalysts of creativity and certainty. Ok, maybe that goes too far.
 
 
Or maybe Creative Certainty is just good Design.
That’s a capital “D”, you’ll notice, not the small “d” design of pretty graphics and layouts.
 
This “Design” is problem-solving, and involves setting up new systems and ways of thinking. That makes tools easier to use and ideas easier to read and grasp. That examines culture and behaviours from the bottom up, and helps products and services fit well into our lives.
 
That’s what our clients come to us for after all: smart, consumer-focused, business-asset, grounded “certainty” that is brought to life with inspiring, breakthrough, game-changing “creativity”.
 
To put it another way, Creative Certainty is deductive, decisive, pragmatic, didactic, methodical, empirical, clear-eyed, fresh-faced, eyebrow-furrowing, poetic, alchemic, chimeric, grenade-throwing, mind-blowing, rule-breaking, breathtaking, kick-at-sacred-cows, maybe-not-what-you-expected-but-for-sure-what-you-need brand design.
 
A big claim. But one we are prepared to stand behind.
 
……………………………………….
Matthew Clark is Founder & Creative Director
of Subplot, an internationally recognized brand
design firm based in Vancouver.
12/07/2016
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Chilliwack, BC (November 1, 2016) – With consumers increasingly expecting sustainability, transparency and organic ingredients in their pet food and its manufacturing process Petcurean Pet Nutrition today rolled out GATHER to pet specialty stores in the U.S. and Canada. Long-time partner, Subplot Design Inc. collaborated with Petcurean on the brand and product strategy, and is responsible for the brand name and all packaging and promotional design.
 
GATHER is a new pet food line crafted from certified, organic, non-GMO and sustainably produced ingredients. The recipes are perfectly blended to provide dogs and cats complete, balanced natural nutrition with premium quality ingredients.
 
When developing GATHER, Petcurean searched for and found a handful of farmers, growers and fishers of the highest integrity, who were practicing the responsible and sustainable production of extraordinary quality and natural ingredients. Those who earned Petcurean’s confidence have become the secured sources and trusted partners that supply the premium quality ingredients used in GATHER.
 
Each recipe is free from rendered or genetically engineered ingredients and features a single source, fresh and dehydrated primary protein, as well as premium ingredients like MSC Certified krill, peas, lentils, chickpeas, organic flaxseed and other essential ingredients.
 
Wild Ocean
MSC Certified, Fresh, Line-caught Alaskan Cod
Free Acres
Sustainably Produced, Certified Organic and Free-run Chicken
Endless Valley
Vegan Certified, Certified Organic Pea Protein
 
“As a company, we’ve always been committed to providing nutritious, quality recipes for pets using whole food ingredients, and with GATHER, we’re taking our commitment one step further by meeting the growing consumer demand for complete responsibility and accountability,” said Rick van Schagen, President at Petcurean.
 
“We took time to seek and find partners whose integrity, transparency and sustainability practices mean we can deliver functional, whole foods from the earth and oceans to keep pets healthy, happy and loving life, as naturally as possible. Consumers are increasingly demanding unique, natural brands – we created GATHER to be proactive and ready to meet that demand.”
 
The GATHER name, packaging and all promotional materials were developed by Subplot Design Inc.
 


“This product has so many positive attributes, from certified and organic ingredients, to sustainable production methods to the responsible packaging, the challenge was to distill this down into a clear message for pet food shoppers”, says Matthew Clark, Subplot Founder & Creative Director.
 
“The name, GATHER, sets the first expectation: bringing together the many suppliers, ingredients and sources into one amazing food.”
 
The packaging platform builds on this idea by focusing on the main protein source of each recipe (fish, chicken, vegetables) with a unique illustration by Toronto illustrator, Darren Booth. Wrapping around the side of the bag, we follow the journey of the ingredients: from other fruit & vegetable ingredients on a farm, to the town and city, straight to the pet food store and pet’s bowl. The path from “farm to bowl” underscores GATHER’s commitment to sustainable process, premium certified ingredients and freshness. Icons direct attention to the major ingredients and benefits, as well as all certifications.
 
To further show Petcurean’s commitment to sustainability, GATHER leverages a USDA certified bio-based packaging to help reduce the product’s environmental impact. By using bags that are one-third plant-based, Petcurean has reduced its use of petroleum-based resources by 30 percent; for every 16 lb. bag the company makes, it saves close to a 4lb. bag worth of petroleum-based material.
 
The GATHER line of pet food is now available in pet specialty retailers. To find out where GATHER is available please visit www.petcurean.com/gather.
 
Project Credits
Creative Concept & Design Subplot Design Inc.
Creative Director & Designer: Matthew Clark
Copywriter: Pete Pallett
Illustration: Darren Booth
Client: Petcurean Pet Nutrition
 
About Petcurean Pet Nutrition
Petcurean is a family-owned Canadian company that creates premium-quality pet food recipes; GO!, NOW FRESH, GATHER and SPIKETREATS for dogs and cats (and cats and dogs). GO! provides solutions for your pet’s unique dietary needs; NOW FRESH is the only dry pet food to use 100% fresh meat and fresh omega oils; GATHER is crafted from certified and organic ingredients, sustainably produced; and SPIKE lets you reward your dog with treats made using all natural ingredients. Petcurean pet foods are sold exclusively through pet specialty retailers in Canada, the United States, and more than 20 countries internationally. At Petcurean, with every decision they make and every recipe they create, they put pets first. Please visit www.petcurean.com to learn more.
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
 
11/01/2016
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October 31, 2016
The Dieline
 
“We’ve all heard the saying “Be the person your dog thinks you are.” We all want our pets to love us and most importantly live happy lives. Gather Pet Food is making that easier than ever with the help of Subplot Design, Inc. With the creation of Gather, a certified organic, non-GMO and sustainable pet food product.”
 
Read more here
10/31/2016
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Shanghai, China (September 23, 2016) – Subplot Design Inc. was honoured with a Pentaward at the 2016 Pentawards Worldwide Packaging Design Awards Competition ceremony held this year at the Hyatt on the Bund in Shanghai, China.
 
Subplot’s Spike Treats Packaging took home a Silver Pentaward. Spike Treats were designed for long-time client, Petcurean Pet Nutrition of Chilliwack, BC, and have been honoured in a number of significant national and international awards competitions this past year.
 

 
The Pentawards is the first and only worldwide competition exclusively devoted to packaging design in all its forms. This tenth edition of the Pentawards received 1,843 entries from 5 continents and 54 countries.
 
“We are so honoured with this prestigious win”, says Roy White, Subplot Creative Director, who was on-hand in China for the awards ceremony. “To be in the company of design firms like The Partners, Stranger & Stranger and Turner Duckworth makes the honour even that much more special.”
 
Subplot is one of only three Canadian firms to have been awarded at this year’s competition.
 
About Pentawards Worldwide Packaging Design Competition
Created in January 2007, the Pentawards are recognised as the most prestigious worldwide competition exclusively devoted to packaging design in all its forms. They are open to all those who are associated with the creation or marketing of packaging from every country in the world. Their primary mission is to increase the stature of packaging design and those who create it.
09/28/2016
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“Nourish for LIfe” celebrates the way we see our “fur babies” as part of our families, just like the rest of the family members. Working again with famed Russian photographer, Elena Shumilova, Subplot has created 3 new videos that celebrate “Nourish” in all it’s different forms.Watch “Rainboots”
 

 

 

 
09/27/2016
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July 7, 2016
“Make Your Mark”
Applied Arts Magazine, Conversation Series
 
Watch Video

“When Matthew Clark CGD, creative director and co-founder of Subplot Design in Vancouver, flew out to Toronto to help judge our Applied Arts Design Awards in April, we jumped at the chance to make him the next mentor in our Conversation series. His background as a fine arts student, former designer in the agency world (at DDB’s Karacters Design Group) and entrepreneurial experience with his own studio, coupled with his West Coast perspective, made him a great match to talk to some design students in the York University/Sheridan College Program in Design (YSDN).”
07/12/2016
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Chilliwack, BC (June 22, 2016) – With a facility move just announced, and an ever-growing demand for their beer, nothing is holding back Chilliwack based craft beer company, Old Yale Brewing, from innovating new products. Old Yale Brewing announces the launch of a new beer: Old Paddle Pilsner, with a label designed again by trusted collaborator, Subplot Design Inc.
 
Old Paddle Pilsner is “a tribute to their broken canoe-turned-mixing paddle” says the brew’s tasting notes, which can be found on the side of the label. Old Paddle Pilsner has a clean malt profile and a hopped finish – suggested to be paired with “a mountain of hot wings”.
 

The Four Season Lineup celebrates the outdoors with tongue-in-cheek “outdoor activity badges” and backgrounds borrowed from mother-nature. The line-up includes now five products in bomber bottles and cans: Knotty Blonde, West Coast IPA, Off Trail Pale Ale, Moon Dance Mango Wheat and now Old Paddle Pilsner, all designed by Subplot Design Inc.
 

The Old Paddle Pilsner will be available for order in bomber bottles, cans and kegs, and will be sold in retail stores and at Old Yale Brewing later this month. Visit the Brewery’s Store Locator tool to find a licensed establishment or retail store near you at www.oldyalebrewing.com. Or, stop by the brewery for a tour and to fill your growler.
06/22/2016
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Vancouver, BC (May 26, 2016) – Canada Post’s Dinos of Canada stamp series isn’t extinct just yet. This exciting sequel breathes new life into five more fossilized finds that are part of Canada’s wealth of paleontological discoveries. With a unique design concept, Subplot Design Inc. has brought the dinos back to life with a 5-stamp series and other collector materials available.
 
In Alberta, we unearth two traditional dinosaurs: the tiny, birdlike Troodon inequalis and the boneheaded Acrotholus audeti. In British Columbia, we find the Comox Valley elasmosaur, a vicious marine reptile, while in Saskatchewan, we dig up the relatively recent Cypretherium coarctatum, one of a group of mammals nicknamed “terminator pigs.” Moving east, to Prince Edward Island, we come across an ancient, mammal-like reptile called Dimetrodon borealis.
“We knew this project would be illustration-heavy and the subject matter would be very specific,” says Roy White, Subplot Founder and Creative Director. “Our first challenge was to find an engaging illustrator – one who was also an expert in the subject.”
 
The search for such a specialized artist led the team to Ukrainian Sergey Krasovskiy who, as one of the world’s best paleo-artists, specializes in the illustration of dinosaurs and other extinct creatures.
 
Although Krasovskiy’s work has graced the pages of many textbooks and popular magazines, including National Geographic, these are his first stamps. “When I start an illustration, I visualize it in a magazine,” explains Krasovskiy. “I couldn’t do the same with a small stamp, so I printed a stamp-sized frame to actually see the size I was working with.”
 
“We came up with the idea of showing the reflection of the creature through the eyes of another. Each eye is a unique frame, so it helps to create an interesting storyline for the stamp. Who’s watching? Predator? Prey? They inspire the imagination without having to depict an entire scene,” says White.

 
Dinos of Canada stamps and collector materials are officially released today, May 26, 20-16 and are available HERE
 
The captivating design presented some unusual challenges. The creature needed to appear as a reflection on a curved surface, making it difficult to balance the distortion in the perspective with the very technical – and scientifically accurate – details. For White, the Dinos of Canada issue comes together best when all of the products are side by side.
 
“The repeating eye motif comes roaring back on the uncut press sheet as the eye of a hungry Tyrannosaurus rex and as the frame for a single stamp among seven other souvenir sheets.”
 
“It’s not just an illustration to me,” adds Krasovskiy, “I enjoy the process. I hope that it reflects in my work, and that the audience feels that passion.”
 
Items: Stamps, 16-stamp Pane, Official First Day Cover (envelope), Booklet, Cancellation Marks.
 
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Designers: Liz Wurzinger, Steph Gibson
Creative Directors: Roy White, Matthew Clark
Illustrator: Sergey Krasovskiy
Printing: Lowe Martin
 
Complete Collection Photos  VIEW HERE
05/26/2016
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May 4, 2016
Graphic Designers of Canada
“Design Jobs, Where are they?”, Salazar Awards Panel Discussion
 
Roy joined a facilitated panel discussion on the questions and answers circling the topic, “What’s Next?” for recent design graduates, addressing these considerations from the view of Agency, Freelance and In-House position and career development.
05/04/2016
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Chilliwack, BC (March 1, 2016) – When we decide to bring a dog or a cat into our lives it’s a life-changing moment that evokes our most natural instincts to nurture and protect. Petcurean Pet Nutrition’s next phase of their successful campaign, “Nourish for Life”, celebrates the cherished bonds we share with our pets and our devotion to nourishing them with love, attention, shelter and food throughout their lives
 
Subplot Design Inc. has built upon the highly successful campaign with brand new creative, including new Video Spots and Digital Ads, along with an integrated in-store, event and PR campaign.
 


 
“People’s bonds with their pets is profound”, says Matthew Clark, Subplot Founder & Creative Director. “Our pets’ role in the family mean that we nurture, play, cherish, teach – and nourish – them in the same way we do with all the members of our family”.
 
Clark adds, “Through this lens, we see our pets and children in a similar light, and the campaign expresses this bond through a series of shared, intimate interactions.”
 
Working again with Elena Shumilova, celebrated Russian photographer and mother (and #1 image on Flickr in 2014), the campaign takes on new life with video moments. Clark and Shumilova collaborated on the photographer’s first foray into video for the campaign.
 
“I just suspected that Elena’s incredible vision for interactions with pets could be brought to life even more fully through video”, says Clark. “She was so collaborative and worked so hard to express her voice through video, and the outcome is playful, intimate and stunning ”.
 
Two videos launch as part of the Spring/Summer Campaign. “Spring Delight” highlights a young girl’s playful interactions with her tiny Yorkshire Terrier playing in the grass and lakeside. “Summer Day” depicts a lazy summer day between a boy and his English Setter with warmth and intimacy. Touching moments pair with verbs that describe the particular bond and moments: Adore, Delight, Connect, Explore, Love.
 
Three other videos are ready in the wings for the Fall Campaign.
 
Subplot was tasked with the campaign creative, including all video direction, editing and production, and application to print, social media, paid and earned online media, and a full events and trade campaign.
 
Subplot Design Inc. worked on this integrated marketing campaign with Petcurean’s internal marketing team along with veteran copywriter and Subplot colleague, Pete Pallett; digital media agency, 6S Marketing Inc.; digital creative firm, Pound & Grain and PR firm, Crafted Communications.
 
To promote the latest Petcurean campaign and newly developed video content, a mix of digital media channels are being used to maximize audience touchpoints and reach pet lovers wherever they are.
 
Running throughout 2016, media placements include social platforms such as Facebook, Instagram, and Twitter; video pre-roll on YouTube; and display ads on targeted consumer channels, industry content, and pet-friendly blogs. The campaign media plan has also been designed to support Petcurean’s appearances at consumer and trade events, while video content will run at the store-level with in-store video feeds.
 
WATCH: Nourish for Life “Spring Delight”
WATCH Nourish for Life “Lazy Summer”
SEE Nourish for Life Complete Campaign 
 
 
Campaign Credits
Creative Concept & Implementation: Subplot Design Inc.
Creative & Art Director: Matthew Clark, Subplot
Copywriter: Pete Pallett
Photography & Videography: Elena Shumilova
Video Production: Jacquie Shaw, Subplot
Digital Ad Production: Pound & Grain
Social Media and Trade Strategy & Implementation: Petcurean
Digital Media Strategy & Implementation: 6S Marketing Inc.
PR Strategy & Implementation: Crafted Communications (L.A.)
Client: Petcurean Pet Nutrition
02/29/2016
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We just learned that we won the top score of all the design firms across Canada that entered the DesignEdge Redgees Legacy Awards, honouring a design firm’s complete body of work in the past decade.
 
We are not sure if this makes us the “Legacy of Legacies”, or the most “legaciest” design firm. But to be judged at the top scoring design firm in all of Canada is quite a remarkable honour for us.
 
Thanks to DesignEdge Canada for this honour, and to our wonderful client-partners and our fine family of designers. We couldn’t have done it without you!
 
 
02/15/2016
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November/December 2015
DesignEdge Canada
Legacy Edition
“The Redgees Legacy Awards”: Pg 24
“From Small Ales to Tall Tales”: Pg 46-48
 
“Lift a bottle of two for Subplot Design … the firm captured the attention of the Redgees Legacy Awards Judges and earned the highest score of the competition across all categories and regions”
 
DesignEdge_SubplotLegacyAward_Feb2016
02/15/2016
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Chilliwack, BC (January 26, 2016) – The folks at Petcurean Pet Nutrition have just released a short film that celebrates the fact that having a dog or a cat in our lives is pretty much the best thing since, well, puppies and kittens. Long-time creative partner, Subplot Design Inc. teamed up with Aspect Films to bring the film to life.
 

 
Written by Pete Pallett, the film’s narrator explains the wonderful intricacies of this connection: “We just love every little furry thing about them; from when they’re tiny and helpless, as they settle down into our hearts and homes and daily lives, to when they’re older and in need of a little extra care. Dogs and cats and cats and dogs. They keep us company, warm our hearts and make us laugh and laugh. And, if you’re like us, you do the very best you can for your pets; all that you can to keep them healthy, safe, active and happy.”
 
Petcurean is a family-owned Canadian company that creates premium-quality pet food recipes for dogs and cats: GO! NOW FRESH and SPIKE treats. So, why would the creators of a premium quality pet food take such an emotional approach to their brand story? Why not focus, as most companies would, on the products’ high quality ingredients, instead?
 
“Petcurean has always believed that pets deserved better; that pets deserved food made with the same love and care as we put into preparing meals for our own families”, says Matthew Clark, Subplot’s Founder & Creative Director. “Their story had to be told in a way that reflects that belief, that pets come first. Premium quality is a natural result of that belief”.
 
Clark continues, “With every decision Petcurean makes, every recipe they create, they put pets first.”
 


The two-minute film is both a love letter to our pets, and a celebration of our interactions and relationships. The film starts by hinting at some of the indelible impressions that pets have on our lives, and in our homes (even when we do not see them directly). As the story continues, we move from showcasing our pets and the many things they do in their lives that win our love and affection, to celebrating the personal bond we have from the countless, everyday interactions that typify our relationship.
 
“From the start we talked about capturing real pet moments”, says Bryant Bell, Aspect Films. “So when one of our pet parents told us, on the set, that their dog loves travelling with his nose out the sunroof of his car – we just knew that we had to rig the camera up on the roof and get this unique and honest moment. It made it into the final film and it’s one of our favourite shots. There’s a lot of these moments in there and I think that’s what pet owners can connect with.”
 
All of the pets featured in the film belong to friends, family and staff and regularly eat Petcurean pet foods. They were filmed in environments they love, with the people they love, doing the things that all dogs and cats (and cats and dogs) love to do.
 
“At Petcurean, we’re passionate – ok, maybe obsessed – with proper pet nutrition, and we love informing people all about the differences that a premium quality pet food can make in their pets’ lives” remarked Dr. Jenifer Adolphe, Petcurean’s senior nutritionist (who has a rare & coveted PhD in the science of formulating amazing pet food). “And so, the more people who know about Petcurean and share our story with their friends, the better”.
 
Clark adds, “Pet people, pet parents, pet advocates and anyone who’s a little crazy about pets should check out the film. We think you’ll like it, and we hope you’ll share it.”
 
 
Credits:
Creative Director: Matthew Clark, Subplot Design Inc.
Filmmaker and Director: Bryant Bell, Aspect Films Inc.
Director of Photography: Byron Kopman
Script and copywriter: Pete Pallett
Voiceover: Tracey Waterhouse
Client: Petcurean Pet Nutrition
Client Lead: Jaimie Turkington
 
About Petcurean Pet Nutrition
Petcurean is a family-owned Canadian company that creates premium-quality pet food recipes: GO! TM, NOW FRESHTM and SPIKETM treats, for dogs and cats. GO! provides solutions for your pet’s unique dietary needs; NOW FRESH is the only dry pet food to use 100% fresh meat and fresh omega oils; and SPIKE lets you reward your pet with treats made using all natural ingredients. Petcurean pet foods are sold exclusively through pet specialty retailers in Canada, the United States, and more than 15 countries internationally. At Petcurean, with every decision they make and every recipe they create, they put pets first. Please visit www.petcurean.com to learn more.
 
About Aspect Films
Aspect Films is a Vancouver-based studio that offers full-service film services, from concept to direction to editing and final product. We work directly with brands and companies as well as design firms and agencies to tell stories; the vessels that carry ideas and perspective and adventure. This is our field: the art of storytelling. www.aspectvancouver.com
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
01/25/2016
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2015 Creativity International Awards
Bronze
Packaging Category
Spike Treats Packaging
 
view entry here
01/14/2016
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December 25, 2015
Vancouver, BC
 
Since we have only used 7 letterheads in the past 12 years, we figured it was time to use some of the remaining 4,993 to print some “Creasemas Cards” for some holiday origami cheer.
12/23/2015
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Chilliwack, BC (December 1, 2015) –
Get ready for some serious tail wagging! Petcurean Pet Nutrition’s new SPIKE dog treats hit retail shelves starting this month with a line-up of four flavour-packed jerky treats and a “good doggie”  snack bar. All Brand Design and Packaging is from long-time creative partner, Subplot Design Inc.
 
“We’ve heard from consumers time and again that they want a high-quality premium pet treat from Petcurean – a brand that they know, love and trust,” said Rick van Schagen, President and General Manager at Petcurean. “SPIKE treats truly are in a category of their own, beating out the competition when it comes to premium ingredients in flavors that we know dogs love.”
 
The superfood ingredients in SPIKE jerky treats include whole chia seeds, pomegranate and kale. Unlike many treats on the market, SPIKE treats are free from glycerin and bursting with vitamins, minerals and antioxidants to promote overall health. All SPIKE jerky treats are grain and gluten free. Plus, all SPIKE treats are made with premium-quality protein and all natural ingredients, free from by-products, added growth hormones, artificial preservatives, flavours or colours.
 
SPIKE Jerky Treats are made from premium cuts of human-grade meat, poultry and fish, all hand trimmed and carefully blended with other all-natural ingredients. The jerky is then slow cooked in small batches and naturally smoked with beech wood.
 
SPIKE Snack Bars for Dogs with Chicken Meal & Sweet Potato are individually wrapped for dogs on the go, made with all-natural ingredients and packed with meat protein and carbohydrates to refuel and recharge your daring and dashing dog.
 
“With an amazing product lineup from such a respected premium pet food company, we knew that the brand and packaging really had to stand out”, says Matthew Clark, Subplot Founder and Creative Director.
 
“While this product is a treat with superior nutrition, it needn’t be boring or stuffy”, adds Clark. “SPIKE is a little surprising, a little cheeky, and a whole lot of fun”.
 


 
The name SPIKE sets up the playful attitude of the brand (what pet wouldn’t want to be called “SPIKE”?), and the brand logomark echoes the familiar shape of a round dog tag, with a discreet “S”. The packaging features prominent images of dogs “photobombing” the otherwise active-lifestyle scenes of running, flying a kite, hiking and enjoying the outdoors – all depictions of the on-the-go nature of this portable snack. The illustrations by Manda Wolfe feature wonderfully silly and expressive dogs and simple lineart scenes.
 
Copywriting brings the brand to life with “SPIKE Says” phrases such as, “I came, I saw, I pooped in the shrubbery”; “Overindulgence is a sign of a healthy appetite”; and the brand statement, “Treat others as you would be treated”. Even the packaging’s small copy lines which include, “to open, grab here with teeth” and the product descriptions like “Jerky for active and opinionated dogs” continue the brand personality at every touchpoint.
 
Subplot has created complete Brand Standards for all elements for SPIKE, from web and digital advertising, to in-store POS, sales collateral and support materials.
 
The jerky treats and bar are available throughout Canada and the United States at a MSRP of $10.99 (USA) $11.99 (Canada) for the jerky treats and $3.69 (USA) $3.99 (Canada) for the bar.
11/26/2015
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Vancouver, British Columbia (November 12, 2015) – Judged as one of the top creative design firms in all of Canada in the last decade, Subplot Design Inc. is honored to receive a Designedge Canada Redgees Legacy Award.
 
The DesignEdge Canada special edition Legacy Awards celebrates a studio’s entire body of work over the past 10 years, with full case studies that validate both the strategic and creative strength of each project submitted.
 
Subplot Design Inc. won for best boutique-sized design firm in BC/Yukon, making it one of only 5 boutiques honoured across the country, and 1 of 18 total firms awarded in all of Canada.
 
“This is a very special award award for us”, says Matthew Clark, founder and creative director of Subplot Design Inc. “To be recognized not just for a specific project, but for the consistent strength of our creative work throughout the last 10 years is truly a thrill.”
 
“Co-founder, Roy White and I couldn’t do it without our amazing designers, present and past – Liz, Jacquie, Steph and Ross, and our fantastically collaborative and groundbreaking clients”, Clark adds.
 
Subplot submitted 5 case studies for its submission (links below):
+ Vancouver Aquarium
+ Petcurean Pet Nutrition
+ Level Ground Trading 
+ Old Yale Brewing
+ Canada Post
 
Winners will be featured in the December “Legacy” issue of Designedge Canada magazine; full portfolio submissions including project summaries will be displayed at the Redgees.ca Finalists gallery soon.
11/17/2015
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Vancouver, BC (October 20, 2015) – Level Ground Trading, the pioneer Fair Trade company in Victoria BC, has long been a leader in social and environmental business practices. Today, with longtime brand design partner, Subplot Design Inc.,  they are further reducing their carbon footprint as they introduce a 100% compostable coffee package that doesn’t compromise freshness.
 
“Our business has been land-fill free since 2005 so . . . we’ve been championing thoughtful environmental practices for more than a decade.” says Hugo Ciro, president, Level Ground Trading.  “But it is in our DNA to continue to do better for our farmers, their families and for the planet. Our customers have been asking us for an environmentally friendly coffee package and we’ve spent years searching for a solution that doesn’t compromise the quality of our Level Ground coffee and meets certification standards. This has been a challenging and exciting undertaking. It’s a proud day for us and for our customers who also want to do the right thing.”
 
Since 2007, Level Ground has been upcycling all of their coffee packaging through a comprehensive upcycling program, as there were no viable packaging alternatives at the time that allowed the coffee to remain fresh while remaining recyclable.
 
“Upcycling has allowed us to take responsibility for our package post-use,” says Stacey Toews, co-founder, Level Ground Trading.  “Our retailers and our customers share our commitment – 44,000 empty coffee packages were returned to stores last year so we could pick them up and have them upcycled. We wanted to go a step further at Level Ground and offer our customers a coffee package that features more renewable resources and a better after life.”
 
“Level Ground are true ‘good guys’, and work so incredibly hard at every level to encourage fairness, sustainability and the highest ethics in everything they do”, says Roy White, Subplot Design Inc. founder and creative director. “The fact that they had not yet created the holy grail of compostable packaging really weighed on them – so they challenged Subplot to help them source and create this fully biodegradable package.”
 
With Subplot’s assistance, Level Ground is proud to launch new packaging for their entire coffee line that is shelf-stable, maintains the coffee’s premium freshness, and is 100% Compostable.
 
The new packaging material is certified compostable by BPI (Biodegradable Products Institute) and is made in Canada from FSC Certified wood.  The material delivers the needed barriers for freshness and also decomposes in 180 days or less, and is printed and manufactured by Genpak in Ontario. The result is a brand new package holding 454 grams of coffee that minimizes impact on the planet.
 
“The new compostable packaging format gave us an opportunity to examine some other aspects of the packaging from 5 years ago”, adds White. “While just an evolution of the existing package, we were able to really make some significant improvements”.
 
The new packaging shape is more industry-standard, which alleviates some retailer’s concerns that the previous pouch-packs were too wide and unstable on the shelf, taking up too much room and often looking messy at retail. New packaging-forming and filling capabilities at Level Ground also allowed Subplot to remove the extra face-panel label and have information printed directly on the packaging, thus cleaning up the overall design. Finally, an audit of essential communications on the packaging allowed the design to be cleaner and simpler to aid in a quicker read.
 
“We are so thrilled with the result,” says Level Ground co-founder and CEO, Hugo Ciro. “We have built on the strong rebranding from 2010, and added clarity, impact and have finally solved our desire for some of the most responsible packaging on the shelf. We couldn’t be happier”.
 
The new coffee packaging is hitting the shelves this fall across Canada (and US) in IGA Marketplace, Choices Market, Thrifty Foods, Nesters Market, Buy-Low Foods as well as independent coffee shops, restaurants and grocery retailers.
09/24/2015
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It’s always pretty amazing to get recognition for our design work, and Graphis is a very fine place to be recognized indeed.
 
Graphis Magazine was first published in 1944 by Walter Herdeg and Dr. Walter Amstutz in Zurich, Switzerland. Graphis is committed to presenting and promoting the work of exceptional talent in Graphic Design, Advertising, Photography and Art/Illustration.
 
Silver: 
Subplot Off-colour Guide to the holidays Xmas Card
 
Merit:
Old Yale Brewing Tall Tales Series
 
09/24/2015
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Sir John Franklin’s search for the Northwest Passage in 1845 – and its tragic end – has been an enduring mystery in Canada and around the world. Trapped in the Arctic ice, the entire crew of both HMS Erebus and HMS Terror died in the march southward, leaving only fragments and clues about their epic struggle and the possible location of both ships.
 
In 2014, the flagship HMS Erebus was discovered close to the community of Gjoa Haven, Nunuvit, by Parks Canada and its partners. And on July 22, 2015, Canada Post unveiled three stamps at the Maritime Museum of the Atlantic: a Se-Tenant (2-set) Stamp commemorating the final moments of HMS Erebus and HMS Terror, lost in the frozen Arctic; and an International Stamp commemorating the 2014 re-discovery of HMS Erebus.
 
Subplot Design Inc. was commissioned to celebrate both of these monumental events in Canadian history with full sets of commemorative sets including the stamps, Official First Day Covers (envelopes), Souvenir Sheets, Booklets, and Cancellation Marks.
 
All sets go on sale today HERE
 
“This great discovery inspired us to find new and exciting ways to bring the Erebus story and discovery to life”, says Roy White, Founder and Creative Director at Subplot Design Inc. “Whether is was creating a high-relief, sculptured emboss to make the Erebus seem to arise from the ice and snow, or using fluorescent inks to enhance the sonar images, we knew collectors and history buffs would be intrigued”.
 

LOST: the Erebus Se-Tenant (2-stamp) Collection
Lost in the icy arctic nearly 170 years ago, the Erebus ship and route appears to rise out of the snow and ice itself. A white background and high relief embossing were used so that the stamps appear to have been carved from ice. The first stamp shows HMS Erebus with HMS Terror in the background. The second features a map of the Arctic region that Franklin explored and uses Inuktut to mark places – reflecting the Inuit oral history that guided many searches, including the 2014 discovery. The pane of 16 stamps and OFDC builds upon the ship images by revealing the arctic terrain and cold landscape that the ships were lost in. The red wax seal and red dots in the ship’s route represent every life lost during this expedition.
 
Items: Stamps, 16-stamp Pane, Official First Day Cover (envelope), Booklet, Cancellation Marks.
Design: Subplot Design Inc.
Designers: Liz Wurzinger, Roy White
Canada Post Design Manager: Susan Gilson
Illustrator (3D ship & map): Mike Little
Illustrator (textured map): Liz Wurzinger
Sculpted Emboss: Patrick Choquet
Printing: Lowe Martin
 

FOUND: the Erebus International Collection
The international-rate stamp combines Matthew Betts’s illustration of HMS Erebus’s deck plan with a modern sonar image from the wreck, courtesy of the Canadian Hydrographic Service of Fisheries and Oceans Canada. The accompanying souvenir sheet features an underwater photo provided by Parks Canada of the ship’s bell from the Erebus, as discovered by divers. A special phosphorescent ink on the stamp enhances the sonar image, while a metallic ink lends a sheen to the bell. The OFDC also features several additional sonar views of the ship, as well as pays tribute to two of the ships involved in the discovery: The Kinglett and Investigator.
 
Items: Stamp, Souvenir Sheet, Official First Day Cover (envelope), Booklet, 12-souvenir Sheet Uncut Press Sheet, Cancellation Mark
Design: Subplot Design Inc.
Designers: Max Young, Roy White
Canada Post Design Manager: Susan Gilson
Illustrator or Erebus deck plan: Matthew Betts
Sonar Images: Fisheries and Oceans Canada
Photo of ships Investigator and Kinglett: Parks Canada
Photo of Iron Fitting: Government of Nunavut
Cairn Note: national Maritime Museum, London
Cairn Illustration: New York Public Library
Printing: Lowe Martin
 
 
Complete Collection Photos  VIEW HERE
 
Canada Post Press Release  VIEW HERE
08/04/2015
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Vancouver, BC (July 9, 2015) – Subplot Design Inc. and their innovative stamp design projects with Canada Post are featured in a 6 page article in International design magazine, UPPERCASE. The latest issue features a showcase of stamp design from around the world and looks in depth at the evolution of the design process on stamp projects.
 
UPPERCASE publishes books and magazines for the creative and curious: products that spark the imagination and inspire creativity. The eponymous magazine was founded in 2009 by publisher, editor and designer Janine Vangool. The quarterly print magazine is loved by thousands of subscribers around the world. Truly an independent magazine.
 
From the article:
One of these design managers is Susan Gilson, who has plenty of compliments for Subplot, “In all honesty, I am spoiled for choice, as I get to work with such a range of amazing, creative people,” she says. “I really enjoyed the process of working with Subplot. I like the way that they work.  They are conceptually strong, creative and innovative, and they enjoy pushing boundaries. Their approach is always very considered and well thought out. The lines of communication are always open with them.”
 
Thank you to Editor Janine Vangool and the team at UPPERCASE Magazine for this honour, and to the whole gang at Subplot and all our wonderful partners at Canada Post, Jim Phillips, Susan Gilson, Elizabeth Wong and Elia Anioa for continuing to drive excellence. The Summer 2015 issue of UPPERCASE is now available on newsstands and various retailers.
 
Read Article: UppercaseMagazine_Stamps_July15
07/10/2015
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Vancouver, BC (June 10, 2015) –  Summer has officially hit Vancouver with temperatures in the high 20’s (celcius). That means long lunches on sunlit patios and early endings to the workday with Old Yale Brewing‘s latest release: Vanishing Monk, part of the Tall Tales Series.
 
Subplot Design Inc. continues to partner with Old Yale Brewing for all packaging, promotions and festival booth design.
 
Vanishing Monk is an unfiltered Belgian style Witbier with hints of orange and coriander, a slightly tart finish, and a fluffy white head. It features a light yellow cloudy colour, and uses Hersbrucker Hops and Pilsen and Flaked Wheat Malt. Use it to steam mussels (delicious!), or pair with a fresh fruit salad.
 
The Story of the Vanishing Monk? Legend has it that a monk arrived in Deadman Valley, BC to burn aromatic fuel to calm the spirits and test his theory that this valley was, in fact, the centre of the universe. When tests confirmed his suspicion, he vanished without a trace. Spontaneous combustion and sounds of choral singing both haunt and enchant those determined to uncover the valley’s secrets. Truth or Tall Tale? We’ll never tell.
 
Vanishing Monk is available at liquor stores, pubs and restaurants across BC.
 
Old Yale Beer Finder
06/09/2015
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April 22, 2015
 
STRATEGY MAGAZINE: Stimulant Online
 
 
“But apparently some of you adventure-seekers are confident enough to leave your guide books at home, even when it’s as detailed as Don’t Waste Your Time in the Canadian Rockies, a book by Hikingcamping.com founders Kathy and Craig Copeland. Maybe it’s understandable: between its detailed guides, maps and photographs, the book weighs in at an impressive 677 pages, so you might want to lighten the load on your back.
 
 
Don’t worry, Subplot is one step ahead of you on the trail.”
 
 
link to article
04/24/2015
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April 23, 2015
 
 
Creative Review Online
 
“Reinventing the hiking guidebook was a long, challenging trek. From vision to reality, the Copelands relied on their trusted partner of more than two decades: Subplot Design Inc.
 
‘Guidebooks have always been hiking gear,’ says Craig, ‘but publishers have ignored that fact. So we re-invented the guidebook when we created the 7th edition of Don’t Waste Your Time. We made it a serious piece of ultralight equipment.’ ”
 
link to article
04/24/2015
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Canmore, AB (April 22, 2015) – Hiking guidebook authors and hikingcamping.com founders Kathy and Craig Copeland have trekked more than 61,000 km (38,000 mi) together—equivalent to one-and-a-half times the circumference of the Earth. They complete another ambitious journey this month, when bookstores, outdoor shops and online retailers begin selling the Copelands’ latest title: the all-new Ultralight Gear 7th edition of Don’t Waste Your Time in the Canadian Rockies, the Opinionated Hiking Guide.
 
Reinventing the hiking guidebook was a long, challenging trek. From vision to reality, the Copelands relied on their trusted partner of more than two decades: Subplot Design Inc.
 
“Guidebooks have always been hiking gear,” says Craig, “but publishers have ignored that fact. So we re-invented the guidebook when we created the 7th edition of Don’t Waste Your Time. We made it a serious piece of ultralight equipment.”
 
“You’ll recognize it instantly, because it’s unique, unlike anything on the bookshelves,” adds Craig. “It doesn’t even look like a book. It’s protected in a bright green, hardshell case that looks like outdoor gear.
 
“Zip it open and you’ll see it allows you to leave most of the book behind when you go hiking but take the trail directions and orientation map in your pack, so you always have those essentials with you in the backcountry,” explains Craig. “The average trail-weight per hike is just 67 grams, or 2.4 ounces. That’s as light as a pair of sunglasses you can wear on your nose all day without noticing.
 
“Finally,” says Craig, “a hiking guidebook designed for adventure, not just the armchair.”
 

 

The Ultralight Gear 7th edition is divided into Opinion and Fact. The Opinion book contains all the trip descriptions, and most of the photos. It’s intended for use at home, in the car, at the trailhead. It provides everything you need to choose your next hike. It’s also an inspiring read when you’re between trips. But it stays behind, in the hardshell case, when you go hiking.
 
The nine Fact booklets contain the trail directions and orientation maps. For each hike, you carry just the one booklet you need. Compared to eReaders, tablets or smartphones, these booklets are lighter, simpler to use, and easier on your eyes. They don’t rely on limited batteries. They won’t break if you drop them.
 
“This project was a perfect case of form following function,” says Matthew Clark, Subplot Design Inc. Founder and Creative Director. “Once we figured out how hikers would use the book—how it could fit into life on the trail as ultralight gear—we were able to conceive a format and construction that made sense.”
 
“Visually, everything flows from this format,” adds Matthew. “A simple grid design makes the different elements easy to understand: the focus of each book (Opinion or Fact), the general length of trip (Dayhike or Backpack Trip), and the trip ratings (Premier, Outstanding, Worthwhile and Don’t Do).
 
“The idea for Don’t Waste Your Time sprang from our own experience,” explains Kathy. “Like most hikers, we were unable to hike nearly as often as we wanted. Weekends and vacations were like oxygen to us. So we fully respected the value of people’s time. We understood that when someone goes hiking, they want to make the absolute most of that opportunity. They want the greatest possible scenic return for their investment of time and effort.”
 
“So we wrote a guidebook for hikers who don’t have forever,” says Kathy.
 
The Copeland’s opinionated approach found an appreciative audience. Sales surged. With every reprint, they improved and expanded the book, adding more trails, more photos, more details, more guidance. It now totals 677 pages and includes 560 colour photos.
 
The Ultralight Gear 7th edition of Don’t Waste Your Time in the Canadian Rockies, the Opinionated Hiking Guide is available at bookstores, outdoor shops, and online retailers. The suggested retail price is $59.95. The ISBN is 9781927462027.
04/20/2015
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Vancouver, BC (April 8, 2015) – Vancouver’s internationally inspired lifestyle quarterly, MONTECRISTO Magazine, features Subplot Design Inc. in their Spring 2015 print edition as well as on MONTECRISTOmagazine.com. The article, Hands On, discusses Subplot’s continued commitment to a deep, thorough process within an entrepreneurial and nimble environment.
 
MONTECRISTO magazine was established in 2008. MONTECRISTO collaborates with some of the finest writers, illustrators, and photographers working in Vancouver and worldwide. Highlighting the unknown and celebrated influencers that shape the Vancouver community and its culture in design, fashion, film, travel, art, architecture and more, MONTECRISTO creates an engaging, eclectic editorial mix. MONTECRISTO has been honoured with various printing and editorial awards. MONTECRISTOmagazine.com was named 2014 Best Online Magazine by the Western Magazine Awards Foundation.
 
From the article:
“There’s no one saying that you can’t stay small and have a big agency impact […] Growing big, White argues, moves you farther away from a hands-on, creative, strategic process, into hierarchical environments, and away from the important creative work.”
 
Thank you to Editor Jim Tobler and the team at MONTECRISTO Magazine for this honour, and to the whole gang at Subplot and all our wonderful client-partners for continuing to drive our mutual excellence. The Spring 2015 issue of MONTECRISTO is now available on newsstands and various retailers.
 
Read the full and expanded “Hands On” article on MONTECRISTOmagazine.com.
04/08/2015
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Orlando, FL (March 4, 2015) – Canadian pet specialty food company, Petcurean Pet Nutrition has been increasing its presence internationally and throughout the US in the past number of years, including a more ambitious presence at major pet trade expos and conferences. Partnering again with their creative agency, Subplot Design Inc., Petcurean unveiled a West Coast Modern-inspired tradeshow booth at last year’s SuperZoo and again today at Global Pet Expo in Orlando, Florida.
 

 
Last year’s Global Pet Expo featured 985 exhibitors, 2,896 booths and more than 3,000 new product launches, and was attended by approximately 5,500 pet buyers from around the world. And as the pet specialty market increases each year, the need to stand out above the competition increases exponentially.
 
“We have been upping our game each year with our tradeshow presence”, says Petcurean Senior Manager, Sales and Marketing Effectiveness, Jessica Holtz. “This year, we wanted to create a more permanent ‘home’ for Petcurean that would last over the next few years and would really represent our brand values.”
 
The brief to Subplot was to create a stand-out booth in a 20×20 island space and that would be accessible from multiple angles; would house product areas for Petcurean’s GO! And NOW FRESH brands; would host a semi-private boardroom with a capacity of 6 people with media capability and a general open meeting area. On top of this, the goal was to create a 5-year booth that would allow for modular graphic changes as campaigns and products changed over time, and that would be easily set-up on site and would be durable and strong.
 
“Petcurean has always stood for natural, pure, intelligently-conceived products, and continues to embrace its west coast Canadian roots and values, “says Subplot Creative Director, Matthew Clark. “Among other concepts, we were inspired by classic West Coast Modern design, with a focus on warm, natural, human-scale, wood homes.”
 
“Once we all saw this concept, we knew it was the right way to go.”
 
 

The structure is open and airy, all based on a classic post & beam style with soft fabric banners dividing the various sections without the need for hard walls. The booth tops out at 16ft high, allowing accent and feature lighting to hang from the highest points. All posts are lightweight aluminum, clad in recovered Pine Beetle Wood, a well-known scourge of BC’s forests. A centre structure houses all the flatscreen and media components, while custom tables complement the construction. The NOW FRESH section suits its fresh roots with reclaimed wood crates composing the custom shelving, while the aluminum and plexi construction of the GO! section complements its design aesthetic.
 
The boardroom can be closed off with sliding fabric panels, and seats 6 with a full flatscreen and media capability for making presentations and closing deals. An open meeting area can be customized for each tradeshow: Superzoo boasted a self-running slideshow of the year’s marketing and sales achievements, providing additional “proof” of the merits of signing on with the Petcurean brand, and the Global show showcases a bold image from Petcurean’s “Nourish for Life” campaign.
 
The response from buyers, other exhibitors and the Petcurean sales team was unanimously enthusiastic. There was literally no other booth like it at Superzoo, and the sales team was proud to land many new and outstanding contracts at the 3-day show.
 
“The booth design played a major role in assisting sales with the wins”, adds Scott Kellar, Petcurean’s National Sales Manager, USA. “The meeting room was a big hit: it saved time so we did not need to walk anywhere to meet, the privacy was perfect, the TVs for presentations were excellent, and all customers said it was the perfect meeting room. With that said, we were able to have successful meetings with prospective distributors and retailers.”
 
Subplot worked again with CTM Exhibits and their design and build team led by Scott Somers. In additional to all fabrication, CTM also handles the fulfillment, set-up and takedown and storage of the booth in between tradeshows.
 
Petcurean Tradeshow Booth Fast Facts:
+ 400 square feet, 16 feet high, 5,000 cubic feet
+ Inspired by West Coast Modern, post & beam homes
+ Clad in BC Pine Beetle Wood over lightweight aluminum
+ 100 sq ft boardroom with seating for 6 and flatscreen
+ 100 sq ft NOW FRESH section with wood crate shelving
+ 100 sq ft GO! section with aluminum and plexi shelving
+ 100 sq ft general Petcurean marketing section
+ Annual wine & cheese reception
 
Credits:
+ Concept & Design: Subplot Design Inc.
+ Lead Designer: Liz Wurzinger
+ Creative Directors: Matthew Clark, Roy White
+ Media Show: Matthew Clark
+ Construction Design & Fabrication: CTM Exhibits
+ Lead Construction: Scott Somers
+ Client: Petcurean Pet Nutrition
+ Client Lead: Jessica Holtz
03/02/2015
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February 27, 2015
 
Creative Review Online
 
“Old Yale Brewing is named after the historic wagon road that ran from New Westminster through Chilliwack to Yale, BC, serving the Gold Rush in the late 1800’s, and later becoming one of the first incorporated roads in BC. The new Logomark celebrates the brewery’s trailblazing spirit (and the great outdoors) with a stylized trailhead signpost.”
 
link to article
02/27/2015
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We don’t always take the time to look back and reflect on the past year. But when we did this year – wow, what great work! A huge “thank you” to all our clients, partners, collaborators – and the entire team at Subplot – for continuing to push the strategy and creativity of every project we do.
 
Please enjoy the video above.
 
And we look forward to even more success with our partners in 2015.
 
Roy, Matthew and the Subplot Team
02/16/2015
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Chilliwack, BC (January 27, 2015) – 2Story Group Inc. is a privately-held Canadian company which owns, manages and invests in like-minded and strategically-sound businesses throughout North America. It currently manages and operates Petcurean Pet Nutrition (BC), Old Yale Brewery (BC) and Napa Vineyard House (CA), among others. So when it was time to brand the master company, the founders called upon long-time collaborators, Subplot Design Inc. to lead the charge.
 
The founders of 2Story Group began working together in 1999 when they formed Petcurean Pet Nutrition. Driven by their commitment to make the best pet food in the world, Ron Mayert and Dan VanLeeuwen put the people and practices in place that helped the company grow from a small business into one of the most innovative and successful brands in the premium pet food sector.
 
2Story Group was formed in 2014 in order to continue to grow businesses and brands with the same entrepreneurial spirit and hands-on management approach, coupled with keen business acumen to deliver sustainability and profitability.
2Story Group is committed to developing great companies which will be known for products, services and experiences that exemplify excellence.
 
“In setting up the new parent company for our various business interests, we knew it was essential to get the brand right from the outset”, says Jaimie Turkington, VP Marketing 2Story Group. “Working with Subplot now for so many years, we knew they would set us on the right path”.
 
Subplot was tasked with the Brand Strategy and Brand Architecture which incorporates existing brands and anticipates future brands through growth and acquisition, as well as creating a brand division structure for the future.
 
Subplot also created the Name, Logomark, Identity System, Digital & Print Collateral and Website for 2Story Group.
 

“In developing the brand, we knew that it needed to work in both Master Brand and Endorsed Brand situations”, continues Roy White, Subplot Design Inc. Co-founder and Creative Director. “As such, the Name and Identity needed to be simple, modular and work well beside and within the various stand-alone brands in the portfolio”.
 
The name, 2Story, links back to Dan and Ron; two partners who share a vision and a purpose, whose “two stories” form this company which is the “second story” of their careers. The logomark is a literal reflection of the name: the 2 and S are mirrored images, reflecting the joint purpose and a vision for sustainable growth into the future.
 
The identity system takes this further, with icons for each Corporate Division playing off of the central “2Story” icon shape.
 
The website features each brand and company within the portfolio, allowing an easy understanding of the 2Story company, the division structure and an overview of the various operating companies, while a Newsfeed tracks major developments within each operating company. The website is built on WordPress and is mobile responsive.
 
To view more images go to Subplot Portfolio or visit the 2Story website.
 
About  2Story Group Inc.
2Story Group is a privately-held Canadian company which owns, manages and invests in like- minded and strategically-sound businesses throughout North America. 2Story Group grow businesses and brands with an entrepreneurial spirit, a hands-on management approach and keen business acumen to deliver sustainability and profitability. Their primary focus is to ensure the proper management and excellent health of the companies under their care. www.2StoryGroup.com
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
01/22/2015
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Here at Subplot, we always like to provide a helpful guide each year for Christmas.

This year, the Subplot Off-Colour Guide to the Holidays is an invaluable tool for you to use this holiday season. As designers we understand the importance of colour during the festive season. Use this guide when around family and friends to ensure that this year your reds and greens are more holly and jolly than sniffles and snots.
 

Sign up here to keep in touch — and maybe even get on next year’s list!
https://subplot.com/signup.html
 
Happy Holidays!
 
12/19/2014
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December 17, 2014
Strategy Magazine Online
by Tanya Kostiw
 
“Working with Subplot Design on the rebrand, the 15-year-old beer co began to roll out new packaging last month for its two lines. It has also unveiled a new website and begun to use social, with plans to invest in those channels, says Jaimie Turkington, VP marketing for Old Yale owner 2Story Group. But the emphasis has been on its new identity and look. “We knew that we needed to make some significant investment in creating a unique brand to help the product stand out on shelf,” she says.”
 
link to article
12/17/2014
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November 28, 2014
Applied Arts Magazine Online
 
“In an unlikely partnership, the owners of Chilliwack-based Petcurean, a premium pet food line, have purchased the 15-year-old Old Yale Brewing Co. and started a major rebranding process with Vancouver’s Subplot Design Inc.“
 
link to article
11/28/2014
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Chilliwack, BC (November 26, 2014) – It’s no secret that BC craft brewers are on fire, with startups popping up monthly. But for 15-year-old Old Yale Brewing Co. out of Chilliwack, BC, this excitement amongst brewers and consumers alike was the perfect occasion to team up with Subplot Design Inc. and take the brand to a whole new level. A new brand identity, packaging, and website all launch this week in conjunction with a whole host of changes at the brewery.
 
“Hitting the 15 year mark in craft brewing is no small feat”, begins Zach VanLeeuwen, Old Yale’s Operations Manager. “2014 has been a huge year for us so far, and we are beyond excited to share our brand re-launch with our fans and to potentially reach a whole host of new customers”.
 
In March 2014, 2Story Group Inc. took over the ownership of the brewery, with the goal to provide not only financial leadership and backing for the already popular brewery, but to also bring their management and operations expertise to the brewery. This support has championed the original and still Head Brewmaster, Larry Caza, to focus on bringing his award-winning creations to market.
 
In June 2014, the Canadian Brewing Awards named Old Yale’s “Sasquatch Stout” as the 2014 Beer of the Year.
 
“We have always known that we had an amazing product at Old Yale”, continues VanLeeuwen. “Now it was time to show the world who we are: a passionate, Chilliwack, BC brand that loves beer, loves the great outdoors, and loves sharing good times with friends”.
 
Having worked previously with not only the 2Story Group Inc. directly, but also with another of their top brands, Petcurean Pet Nutrition, Subplot Design Inc. was brought in to help look at the Old Yale brand, communications and packaging and help them express who they are, differentiate them in the market, and take the brand to the next level.
 
“The excitement in the craft beer market is amazing”, says Roy White, Subplot Co-founder and Creative Director. “But we were cautious to not let Old Yale get lost in the hype and be seen as yet another overly trendy, urbane, “me-too” brand. The good news: Old Yale’s true personality is really what sets it apart”.
 
Old Yale Brewing is named after the historic wagon road than ran from New Westminster through Chilliwack to Yale, BC, serving the Gold Rush in the late 1800’s, and later becoming one of the first incorporated roads in BC. The new Logomark celebrates the brewery’s trailblazing spirit (and the great outdoors) with a stylized trailhead signpost.
 

The reinvigorated “Four Season Lineup” celebrates the outdoors with tongue-in-cheek “outdoor activity badges” and backgrounds borrowed from mother nature. The line-up includes four products in bomber bottles: Knotty Blonde, West Coast IPA, Off Trail Pale Ale and Moon Dance Mango Wheat, plus a 355mL Knotty Blonde can will be available in 6-packs later this year.
 
Adding to the mystery and adventure of the great outdoors, the brewery’s “Tall Tales Series” celebrates the mythical beasts that might find their way into spooky campfire tales, including “Canada’s 2014 Best Beer”, Sasquatch Stout and the unique Screaming Banshee Irish Cream Stout. Dark and haunting illustrations capture the essence of each “tall tale”, with stories about the mythical beasts on each label. Both are available in bomber bottles, with Sasquatch Stout available in a 4-pack of 473mL cans later this year.
 

Beyond helpful tasting notes, beer colour indicator, and hops and malt scales, each label has a hidden gem: fill-lines that indicate the musical notes for various songs to give outdoor-lovers a hand when it is sing-along-time around the campfire. The first of many campfire songs can be viewed at oldyalebrewing.com/oybsongbook.
 

Subplot’s scope of work included Strategy, Brand Identity & Logomark, Naming, Packaging, and a set of Brand Standards to guide internal efforts for Sales Collateral, Point-of-Sale, Website, Wearables, Glassware and Signage.
 
“It is such an exciting time for Old Yale and we are so amazed at the work Subplot has done with us”, says VanLeeuwen. “They worked so closely with us to bring the real Old Yale to life. Honestly, we couldn’t be happier”.
The brewery itself has also has a major overhaul to meet the new demands, including 6 new tanks, labeling machine, growler filling station and other key equipment, as well as a newly-designed tasting room.
 
The new-look product is rolling out at retail outlets throughout the month. Visit the brewery’s Store Locator tool to find a licensed establishment or retail store near you www.oldyalebrewing.com. Or, stop by the brewery for a tour and to fill your growler. Brewery is now open from 1 – 5 pm, Monday to Friday and is located at 7965 Venture Place #4 in Chilliwack.
 
To view more images go to Subplot Portfolio or visit the Old Yale Website.

 
About Old Yale Brewery
Since the start in 1999, Old Yale Brewing Company’s fresh perspective has been shaped by the pristine and breathtaking Chilliwack River Valley they call home. Seeking perfect balance using the finest, all natural ingredients combined with Canada’s best drinking water, Old Yale’s high-quality hand-crafted and award-winning beers are best experienced (rather than explained). For more information or to find a licensed establishment or retail store near you, please visit www.oldyalebrewing.com
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
11/25/2014
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Vancouver BC (November 13, 2014) – Subplot Design Inc. is pleased to announce the promotion of Liz Wurzinger (R) to Designer, and Jacquie Shaw (L)  to Junior Designer.
 
Liz Wurzinger graduated from New Design University in her native Austria in 2010. Joining Subplot in 2011 for a 6-month international internship position, Liz quickly demonstrated her strong conceptual and design abilities. After extending her internship for another 6-months, Liz was sponsored and brought on board full time in 2012 as a junior designer. Since then, her contributions have continued to grow and have included major projects for Petcurean Pet Nutrition, Canada Post Corporation and Old Yale Brewing.
 
Jacquie Shaw graduated in 2014 from Emily Carr University of Art + Design in Vancouver, and joined Subplot as an intern in August. Impressed by her design skills and wide range of media experience, including print, web and film, Jacquie has been hired as a Junior Design in a full time position.
 
Please join us in congratulating Liz and Jacquie!
11/13/2014
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November 6, 2014
Strategy Magazine Online
by Josh Kolm
 
“The campaign is built around the tagline “nourishing the ones we love, for life” and enforces the idea that, as members of your family, pets deserve to have the same thought put towards the health value of the food they eat as anyone else. […] Petcurean worked with Subplot on the campaign and Vancouver digital agency 6S is handling the media buy.”
 
link to article
11/06/2014
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Chilliwack, BC (Nov. 4, 2014) – The cherished bond we share with our pets, and our devotion to nourishing them with love, attention, shelter and food throughout their lives is an insight that has sparked a new integrated communications campaign from Petcurean Pet Nutrition, creator of GO! and NOW FRESH premium-quality foods for dogs and cats.
Once again, Petcurean turned to long-time creative partner, Subplot Design Inc. to bring this insight to life.
 
When we decide to bring a dog or a cat into our lives it’s a life-changing moment that evokes our most natural instincts to nurture and protect. This decision also brings us profound joy and rewards, through every little thing our pets do for us in return. “It struck us that people’s bond with their pets has a distinct similarity to their bond with their own family members and children”, says Roy White, Subplot Founder and Creative Director. “So it made sense to celebrate this extended ‘family bond’ throughout the campaign, and demonstrate this by expressing a variety of shared, intimate moments and interactions”.
 
The campaign, Nourish for Life, comes to life by using emotionally-charged portraits of children and pets, engaging in a variety of everyday activities. Accompanying each visual treatment is a long list of  typical interactions, from “Play” and “Cherish”, to “Nourish”, “Teach” and “Hug”. The full campaign line, “Nourishing the ones we love, for life” encapsulates the essence of the campaign and provokes the question, “if our pets are part of our families, shouldn’t we feed them with the same love and care”?
 
During the development of the campaign concept, the client & creative team happened upon the work of amateur Russian photographer, Elena Shumilova, who has recently captured the world’s attention with her endearing photos of children sharing tender moments with pets. Shumilova’s photographs have been showcased in media worldwide, including the Huffington Post, ABC News, and the Daily Mail (UK).
 

“The images Elena has contributed to our Nourish for Life campaign are able to fully express the depth of the human/pet bond, in a way that words alone never could,” says Jaimie Turkington, Director of Marketing for Petcurean. “She captures something pure, yet powerful about our relationships with our pets that will connect with all kinds of pet parents, anywhere in the world. We were looking for a visual way of representing these feelings, and saw in Elena’s work a natural fit with Petcurean’s own commitment to nourishing the ones we love, for life.”
 
“I felt so inspired in creating these images, because the theme of the Petcurean campaign is very close to my own heart,” says Shumilova. “Pets are members of our family and there’s nothing more natural and more important than the desire to care for someone you love.”
 
Subplot was tasked with the campaign creative, including application to print, social media, paid and earned online media, and a full events and trade campaign.
 

In addition to Subplot Design Inc. and Petcurean’s growing internal consumer and trade marketing team, Turkington hand-picked an integrated virtual agency of powerhouses, including veteran copywriter and Subplot colleague, Pete Pallett; digital strategy agency, 6S Marketing Inc.; and PR firm, Harbinger Communications Inc.
 
During the campaign, Petcurean is inviting the world to experience their premium-quality pet food recipes, by offering tens of thousands of free trial bags of GO!TM and NOW FRESHTM products. The campaign will run from fall 2014 through to summer 2015 and will include Facebook, YouTube, Instagram and Twitter activity, web ads, participation at trade shows and consumer events, and a significant in-store presence at pet specialty retailers.
 
For more information and to see some of the campaign images, visit www.petcurean.com/nourishforlife and www.subplot.com/portfolio/nourishforlife.
 
 
11/04/2014
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Vancouver, BC (Oct. 31, 2014) Subplot celebrates another win for the stamp set created for Canada Post in 2013 to raise awareness for the adoption of shelter pets. The winning design will be featured in the 2015 Graphis Design Annual and was awarded a silver Graphis trophy.
 

 
 
Go to Graphis website or check out the more images of the project here.
10/31/2014
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by Matthew Clark
Subplot Design Inc.
First Published: October 2014, Applied Arts Magazine
 
“Quite simply, viewing the consumer “herd” as a “target” is lazy. It relies on stereotype and prejudice. It misappropriates the rigour of true demographics, psychographics and ethnography in favour of dumbed-down, pop-culture ‘consumer research findings’.”

 
Read Article: SubplotPOV_AAOct2014

09/29/2014
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Vancouver, BC (August 5, 2014) – Canada Post Corporation issued a special collector’s edition set of stamps to celebrate Canada’s most influential Country Artists. Subplot Design Inc. was excited to create two in a series of five stamps to honour Canada’s biggest voices and names in Country music: legendary singer, songwriter k.d.lang as well as Canada’s Country Gentleman Tommy Hunter.
 
Subplot designed a stamp for each of the two artists, as well as a First Day Cover, a booklet and a post card, all aiming to underling the artists’ unique charisma and style.
 
Tommy Hunter, born in London, Ontario is best known for his TV series The Tommy Hunter Show which made him an integral part of Canadian families’ living rooms for 27 years. His TV career started as early as 1956 when he had regularly appearances as a guitarist on CBC’s Country Hoedown. Greatly inspired by his childhood idol Roy Acuff, Tommy Hunter picked up a guitar for the first time when he was nine years old and only recently gave his final concert, ending his long-running stage career with a performance in his home town on his 75th birthday.
 
The Juno- and Grammy-Award winning artist k.d.lang was born in Edmonton, Alberta. Her unique voice and constant experimenting with and crossing of genres made her a well respected artist far over the realms of Country music. Her two performances at the Winter Olympics were career changing, earning her international recognition when she performed for the first time in 1988 as “The Alberta Rose” and singing her version of Leonard Cohen’s Hallelujah at the 2010 Olympic Games in Vancouver was undoubtedly a highlight of the opening ceremony.
 
Both stamps are available for purchase here.
 
View additional images.
08/07/2014
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July 3, 2014
Applied Arts Magazine Online
“The Brief”
 
“Clark and his team at Subplot tackled this by “redefining” what UV means. They came up with new acronyms for UV that would speak to the printer’s capabilities, including “unparalleled velocity,” “unlimited variety” and “ultra vibrant,” and matched those acronyms with corresponding images that featured the printer’s effects, which include high-contrast finishes, thick paper and varnishes.”
 
link to article
07/07/2014
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Vancouver, BC (June 26, 2014) – Hemlock Printers is one of the largest commercial sheet-fed printers in the Pacific Northwest, and continues to innovate its products and services for a wide variety of printing needs. To continue to meet the demanding fine printing market, Hemlock has added UV Printing to its roster, and partnered with Subplot Design Inc. to create a powerful marketing tool specifically for the new UV Press.
 
“We have invested in a cutting edge Heidelberg XLUV 6-colour press to help our clients achieve the high-end results they demand”, says Hemlock Vice President Sales & Marketing, Doug Climie. “This is not a retro-fitted piece of traditional machinery, but a brand-new, press that is capable of printing both UV and traditional lithography inks with incredible quality and amazing speeds.”
 
UV Printing is especially noted for faster drying times, using UV light cured inks rather than evaporation or oxidation, to achieve brighter colours and higher contrast finishes, as well as the ability to print on a wide range of paper types, thicknesses and substrates. This makes it the perfect press for colour-critical and vivid imagery, tight turn-arounds, applications that require more durability, and a whole range of special printing effects from varnishes to intricate textures.
 
“This new UV press is really fantastic technology”, says Roy White, Subplot Principal & project lead. “What we wanted to do was to help redefine UV for Hemlock’s audience, and showcase the wide range of benefits of this UV printing technology”.
 
“Redefining UV”, is a custom, glue-free case with individual cards, and begins with the question, “What does UV mean to you?”. Each card showcases a different benefit and acronym of “UV”, as well as one of more of the amazing effects of UV printing, from a chrome-mirror material, to intricate texture and varnishes, to thick cards and recycled stocks.
 

 
“Redefining UV” Kits & Insert cards:
 
Ultra Vibrant
(Woman) Brilliant colour that lasts longer
 
Unparalleled Velocity
(Dog) Faster running, instant drying for fast turnarounds
 
Ultra Voluminous
(Balloon) Printing on thicker substrates
 
Unlimited Variety
(Sunglasses) Ability to print of plastics, vinyl, foil and other specialty substrates
 
Unbeatable Vigour
(Sandals) Higher scuff and scratch resistance for increased durability
 
Utopian Values
(Couple) Carbon neutral press requiring less energy consumption
 
[more images here]
 
“Communicating a wide range of new techniques, printed on a wide range of substrates, was new territory, “adds Jeff Taylor, Hemlock Sr. VP Manufacturing and Operations. “Our goal was to create a piece for our customers that would stimulate an equally wide range of creative ideas. With input and direction from Subplot: success from both perspectives”.
 
Doug Climie adds to the accolades, “”Clients love seeing the fact that we do this type of R&D work – they feel confident working with a printer who will invest resources into pushing creative boundaries and demonstrating our unique capabilities with a piece like this”.
 
“Redefining UV” kits are being used as a talking presentation with the sales staff, and are left with key existing and prospective customers. Coupled with samples of live jobs, the kits have helped achieve uptake on Hemlock’s new capabilities to the point where the press is at capacity much earlier than expected, and has been running UV almost exclusively since launch.
 
 
About Hemlock Printers
Hemlock Printers is one of the largest commercial printers in the Pacific Northwest, and is a professionally managed, privately owned family enterprise that has built its success on service integrity, quality products and a commitment to continuous innovation.  With a production facility in Burnaby, British Columbia that operates 100% carbon neutral, and offices in Victoria, Seattle and San Francisco, Hemlock is consistently recognized as an industry leader in both quality and sustainability. www.hemlock.com
 
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
06/26/2014
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April 30, 2014
DesignEdge Canada: Redgee Awards
 
Big shout out to the whole Subplot team for another win for our stamp series for Canada Post that encourages pet adoption across Canada. Beautiful work for a great cause and fantastic client!
 

 
Now in it’s fourth year, the Canadian Regional Design Awards has become the most comprehensive survey of contemporary Canadian graphic design ever assembled. Once again we’ve divided the country into eight regions representing the best of Canadian design. Designers compete within their own geographic region. Top designers from each region judge the work, with the exception of design from their own region.
 
05/01/2014
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April 23, 2014
The Dieline
Package Design Inspiration
Spotlight: Subplot Design
 
In advance of Matthew Clark’s presentation at HOW DESIGN LIVE 2014’s The Dieline Packaging Conference in Boston May 12-16, thedieline.com has featured Subplot in their “Spotlight” section.
 
View Spotlight Feature
04/24/2014
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February 26, 2014
HOW Magazine
2014 International Design Awards Annual
Miscellaneous: Outstanding
Canada Post “Adopt-a-Pet” Stamp Series
 
We are very pleased to be awarded the highest honours in the “Miscellaneous” category of the 2014 HOW International Design Awards Annual for our work on Canada Post’s “Adopt-a-Pet” Stamp Series. We are featured on a full-page spread with a very nice writeup indeed.
 

“The fact that users are literally freeing the animals from their cages as they pop out a stamp is an aspect of this project that begs to be highlighted,” says Jessica Kuhn, HOW editor. “The gray illustrations that subtly emerge from the background convey the fact that all of these pets deserve good homes.”
 
View full Case Study
02/26/2014
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Vancouver, BC (February 18, 2014) –  Colour really matters to the designers, photographers, art directors, printers and production artists who work with it every day. And when colour isn’t accurate and predictable, that’s a serious problem. To amplify this message, Chromalink turned to long-time client, Subplot Design Inc. to help them tell that story in a fresh, compelling and memorable way.
 
“Achieving colour accuracy is complex”, says Chromalink founder, Haris Hasimbegovic. “And software
and hardware manufacturers keep changing the game, leaving those who rely on accurate colour often at a loss on how to maintain accuracy in their workflow.”
 
“All they are looking for is consistent colour from camera to monitor to print. And all they want is to go from their vision to the final result without all that annoying complication and uncertainty”, he adds.
 
A veteran of colour management, Haris has worked at printers, colour houses and design firms, and has the expertise to bring highly fine-tuned colour management to his clients in a way that lets them focus on their business. With a combination of specialized equipment and expertise, Chromalink makes it possible for the user to see colour accurately on screen, print accurately in-house, and ensure that any 3rd party printers are able to reproduce their work.
 
“Haris is critical to our studio, and we have been a fan and client for a decade now”, says Subplot’s Matthew Clark. “So we knew exactly what prospective clients are looking for and how to help distill that message down into a succinct identity and promotion.”
 
The new Logomark literally joins the idea of “colour” (Chroma) and “linking” (the foundation of colour management), while the Identity System celebrates the users’ obsession with colour. From designers obsessing on exact Pantone colours, to artists trying to reproduce specific paint colours, to photographers’ and printers’ unique concerns, the system celebrates the neuroses of the colour-obsessed.
 
Even the business card doubles as a colour-accuracy test, linking to an on-line version for comparison.
 

 
And an email campaign takes it further. Existing and prospective clients received an email promising a remote colour-accuracy test in the form of a PDF. A classic colour-test sheet, the PDF appears correct on screen and the user is prompted to print out the sheet and then compare the results of the print to the screen version to see how accurate their system is.
 
With a bit of PDF-slight-of-hand, the resulting print-out is, in fact, nothing like the onscreen version, featuring a woman’s face gone vampiric, dead roses and a pool-boy who couldn’t hold his bladder, all with the prompt to call Chromalink if the results don’t match the onscreen version. Using hyperbole, the user is able to engage in this bit of fun and be reminded of the importance of colour accuracy without all the technical and dry jargon.
02/14/2014
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February 1, 2014DesignEdge Canada
“Redgees Awards”

Now in its fourth year, the Canadian Regional Design Awards will again select the best design in Canada in 8 regions. Designers compete within their own geographic region. Top designers from each region will judge the work, with the exception of design from their own region. Roy is representaing BC/Yukon as one of 16 judges this year. Winners will be celebrated on April 18th, 2014 in Toronto, Canada.read more
02/14/2014
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Photo credit: vnbphoto.com
 
November 27, 2013
VancouverIsAwesome.com
“Vancouver Creatives”
by VNB Photo
 
Kicking off a great new feature onvancouverisawesome.com, Virginie & Bastien of vnbphoto are celebrating the diversity of creative types in vancouver, from brand design to fashion, sustainable living to architecture. And Subplot’s Matthew Clark kicked it off!
 
vancouverisawesome
vnpphoto
01/02/2014
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We just couldn’t resist the pun. Or the chance to celebrate our love of postage stamps. After all, we have had the great pleasure to design 3 sets of stamps for Canada Post to date … with more to come.
 
For our 2013 Christmas card, we took Canada Post’s “Picture Postage” to a whole new level. Generally only used to print photos of newborns and puppies, Picture Postage is a great way to add your own artwork to actual, real stamps. Yes, real.
 
So – we figured we would help out our clients and friends with four custom-designed stamps:
+ “Sorry, I’m Late” for those belated Christmas wishes
+ “Aww… you shouldn’t have. No really” for unwanted gifts
+ “Happy non specific denomination” for, well, whatever you celebrate
+ “You’re welcome for my prompt payment” for your favourite credit card
 
And if you’d like to get on next year’s Christmas lists, then you better be good. Or really, really naughty. And drop us a line why don’t you.
 



12/18/2013
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Photo credit: Anne Aretz, Instagram
 
October 8-9, 2013
Design Research Conference
ITT Institute of Design
Chicago, Illinois
 
“Ego Ergo Ego”
by Matthew Clark
 
 
In an increasingly dynamic world, professional designers are often agents of change. Designers must creatively balance many forces. They must assert confidence to advance new perspectives yet maintain a sensitive understanding of users. They must embrace and employ technology while carefully considering the impact of pervasive technology on human beings.
 
The 12th annual Design Research Conference hosted by IIT Institute of Design explored design’s role in mediating these forces: Are they opposable? Synthesized? Unified? Practicing designers, artists, scientists, engineers, educators, and entrepreneurs presented a variety of perspectives on balancing multiple creative forces amidst complex systems and issues.
 
Matthew was invited to speak about “Ego” in design (cue laugh track). Titling his talk, Ego Ergo Ego, he shared perspectives on ego in design from several perspectives: from ego as “conceited” and “inflated sense of worth”; to ego as “self”; to ego as Freud’s mediator between the Id and Superego and as a rational principle within the creative process.
 
Joining other speakers who boasted PhDs in engineering, mathematics, genetics and the arts, to practicing designers of all stripes, Matthew shared philosophical and practical examples of good and bad ego and, ultimately, how to tame and harness the ego to bring the most to the design process.
 

Sketchnotes by Stephani Bachetti
[more images here]
11/18/2013
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Vancouver, BC (October 31, 2013 ) – Petcurean is helping consumers “Savour Every Moment” with their pets online and in the real world as well. Launched recently at Eat Vancouver and West Coast Women’s Show in Abbotsford, BC, Petcurean’s new Consumer Event Booth is wowing consumers and helping them engage with the Petcurean brand on a deeper level, thanks to Subplot Design Inc.
 
Subplot partnered with Petcurean and Harbinger in April of this year with the launch of their “Savour Every Moment” campaign at the Tribeca Film Festival Family Fair. In support of the campaign, Subplot designed and developed a Facebook Photo Contest, print and online advertising, team apparel, retail point of sale and other promotional materials.
 
To bring this campaign further into the consumer’s world, Subplot designed a consumer event booth to help consumers express and celebrate their love of pets and engage with Petcurean in a deeper – and longer – duration at events ranging from pet-specific shows to food and lifestyle shows, across Canada and the U.S.
 
Subplot has also launched the “Petcurean Difference” campaign, which compliments “Savour Every Moment” by providing hard and compelling facts about Petcurean’s food to help educate consumers about the benefits of premium pet foods. This campaign is supported at events, with print materials, and with online banner ads.
 

 View additional images
 
Consumer Events Booth Details:
+ Consumers are invited to write love notes and tributes about their pets on parchment balloons
+ On-site photobooth takes photo of tributes and posts to the Petcurean Facebook Gallery
+ Balloons are hung on illuminated lattice to showcase tributes
+ Petcurean donated 1lb of food to local charities for every tribute written (more than 500 at Eat Vancouver)
+ Supporting the lattice, 4 towers feature recessed shelves with key products
+ Big-screen TV running “Savour Every Moment” film directed by Keith Hopkin, through an artistic grant provided by Petcurean
+ “Food Comparison Display” shows the difference in feeding premium vs “grocery” brand foods
 
Credits:
Subplot Design Inc: Campaign Creative, all Design & Creative Direction
Pete Pallet: Creative & Copywriting
Harbinger: Promotional Concept, PR
Keith Hopkin: Savour Every Moment film
Tangible Interaction: Social Box Camera
CTM Exhibits: Events Booth fabrication
10/30/2013
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September 6, 2013
CreativeMornings Vancouver
Dodson House Conference Centre
Vancouver, BC
“Connect: Synapses & Synecdoches”
 

 
In 2008, Tina Roth Eisenberg (Swissmiss) started CreativeMornings out of a desire for an ongoing, accessible event for New York’s creative community. The concept was simple: breakfast and a short talk one Friday morning a month. Every event would be free of charge and open to anyone.
 
Today, attendees gather in over 50 cities around the world to enjoy fresh coffee, friendly people, and an international array of breakfast foods. Volunteer hosts and their team members organize local chapters that not only celebrate a city’s creative talent, but also promote an open space to connect with like-minded individuals.
 
Subplot Principal and Creative Director, Matthew Clark, was invited by the Vancouver chapter to speak on the global theme of “Connect”. Delving into connections on a personal and life-history level, Matthew shared some insights into his “synapses” and how his “brain doesn’t work quite right”. From his often obsessive and ruminative brain to his “uneasy relationship with creativity”, he talked about various techniques and “fences” he has developed to help keep his logical & creative sides at peace.
 
Matthew also addressed “synecdoches”: the visual and verbals substitutions that exemplify his career as a brand designer. With exploration and examples, Matthew touched on some of his favourite moments in the design process.
 
To learn more about CreativeMornings and to join the growing community around the world, please visit creativemornings.com
09/11/2013
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Menlo Park, California (September 3, 2013 ) – Subplot Design Inc. of Vancouver, BC is very proud to announce that their “Choose Adoption” stamp for Canada Post Corporation has won a place in Communication Arts’ Design Annual 2013. The winners were announced today and the magazine will hit the news stands in the new few days.
 
Founded in 1959, Communication Arts is the premier source of inspiration for graphic designers, art directors, design firms, corporate design departments, advertising agencies, interactive designers, illustrators and photographers—everyone involved in visual communication. Whether in print or online, CA’s editorials, feature articles and the annual competitions it sponsors provide new ideas and information, while promoting the highest professional standards for the field.
 
Communication Arts magazine is the leading trade journal for visual communications. It’s the largest creative magazine in the world and showcases the top work in graphic design, advertising, illustration, photography, interactive design and typography.
 
“We are very pleased to be included in Communication Arts’ Design Annual 2013”, says Subplot Principal and Creative Director, Roy White. “It was a fantastic project and one that is close to our hearts in the studio.”
 
Each year close to 150,000 homeles pets are admitted to shelters across Canada. Thanks to the efforts of caring workers and volunteers, a good number of these animals are either returned to their owners or placed in new homes; unfortunately, far too many are not. The Canada Post “Choose Adoption” stamp promotes the importance of adopting an animal from one of the many shelters across Canada.
 
Designed by Vancouver’s Subplot Design Inc., the set of 5 stamps was designed to invite interaction. By detaching the stamps from the backing sheet, the collector participates by releasing the pet from the kennel, and sending it en route to a new home.
 
 
Information about the commemorative set of stamps can be found HERE
Additional images can be viewed HERE
09/03/2013
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Vancouver, BC (September 1, 2013) – Hikingcamping.com, the “Opinonated Hikers” and publishers of over a dozen hiking and camping titles, have released the 4th edition  of Where Locals Hike in the Canadian Rockies with the help of Subplot Design Inc.
 
Known for their highly creative and opinionated writing as well as their spectacular photography and detailed directions, Hikingcamping.com founders, Kathy and Craig Copeland, are constantly striving for excellence in every book they publish.
 
From their website:
 
“Boots, pack, and a guidebook. Those are the three essentials. Recognizing the guidebook’s importance to your enjoyment and safety, we’ve laboured to ensure ours are as well crafted as any boot, as thoughtfully engineered as any pack.
 
Guidebooks, by definition, should guide. To do that, they must winnow and recommend. There’s no reason for guidebooks to languish as an inferior subspecies of literature. And guidebooks, like the wild lands they describe, should stir you.
 
Demand more of guidebooks. We do.”
 
Where Locals Hike in the Canadian Rockies is available immediately on Hikingcamping.com’s website and at retailers across the country:
 

BUY THE BOOK
MEET THE AUTHORS
 
 
09/02/2013
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Packaging Design Magazine
June/July 2013
“Photo Finish” by Dan Barczak
 
“Instead of a perfectly manicured and posed pet, Petcurean uses highly detailed photos of pets in motion. The result is a show-stopper in the aisle that effectively conveys the message of maintaining your pet’s health and fitness through nutrition.”
 
Read article: PackagingDesignMag_July2013
07/17/2013
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It was a long lead-up to Petcurean’s big film premiere, “Savour Every Moment”, at the Tribeca Family Street Festival back in April. And by all measures, it was a highly successful one. Much more activity is in the works for Petcurean’s “Savour Every Moment” campaign across multiple media channels. Please stay tuned.
 
Until then, please enjoy our short documentary:
 

 
The Results:
+ Record Family Festival attendance: over 325,000
+ Enthusiastically received at the festival
+ Long line-ups for “celebrity pet” photos
+ Almost 1 million film views since the premiere
 

 

Subplot’s Role:
+ Planning & Brand Creative Direction
+ Film Consultation
+ Facebook Contest Portal Design
+ Event Collateral Design
 
Special thanks to:
+ Petcurean: fantastic client
+ Keith Hopkin, NY: “Savour Every Moment” film director
+ Harbinger, TO: Campaign concept, media & pr
+ Pete Pallett, VAN: Creative & copywriting 
06/24/2013
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Vancouver, BC (June 11, 2013) – Established for over a decade and best-known for their range of coffees, Level Ground Trading has been working for the last two years on a selection of Direct Fair Trade, whole leaf teas.
 
They worked again with past-collaborator, Subplot Design Inc., who helped rebrand the company and packaging back in 2010.
 
The teas are available immediately at select retailers and online here.
 

 
Five tea varieties are available at launch: Black, Chai, Green, Oolong and Smoked Black Teas, and are sold in a 70g package (28 servings).
 
All teas are:
+ Loose leaf
+ Hand plucked
+ Hand processed
+ Small-scale cultivation
+ Chemical-free
 
The full Level Ground Trading Packaging, Identity & Brand Case Study can be viewed HERE
 

Back labels tell the stories of the producers and their families
 
As always, Level Ground Trading worked directly with growers and producers, this time in Assam, India.
 
“We worked directly with the Small Tea Coop and five tea growers to bring this range of teas to life”, says Laurie Klassen, Level Ground founder and lead on the tea project. “By visiting India and meeting directly with the people who grow these teas, we are able to offer them premiums above even Fair Trade prices and help create the best product possible.”
 
By going direct, Level Ground is able to support a market for hand processed teas grown without chemicals.  By selling finished tea directly to market rather than selling fresh leaves to large tea factories, these small tea growers earn significantly more money.
 
“Not only that, but when growers sell their fresh leaves to large factories, the leaves just get mixed with conventional, chemical-spray teas and the marketplace never gets a chance to access organically grown tea”, addsKlassen. “The factories use the organic leaves as a method to dilute the overall chemical load in their export teas. And we just think that’s not right”.
 
Level Ground Trading currently purchases tea from four small tea gardens in Assam, India. Each garden is between 3 and 12 bighas (1 bigha = approximately 1/4 acre). All the gardens operate using organic practices and no chemical sprays or fertilizers. The tea growers own and operate the tea gardens and rely on the sale of tea as their primary source of income.
 
All of the processing of the tea is done by hand in very small drying facilities that each tea garden has setup themselves. Each tea garden employs between 5 and 20 labourers.The Fair Trade premiums on the teas are being dispersed to the labourers in each tea garden, and are being used from purchasing piglets and goats for the labourer’s families, to purchaging large water filters for homes.
06/11/2013
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New York, NY (May 6, 2013) – It’s not often a specialty pet food company can brag about sponsoring – and premiering at – an international film festival. But that’s exactly what Petcurean Pet Nutrition did last week at the Tribeca Film Festival in Tribeca, New York.
 
Subplot Design Inc. was at the premiere in New York and helped launch the film and campaign through key online, offline and live event elements.
 
Savour Every Moment is the latest film from Keith Hopkin, the director behind the YouTube sensation, Dogs in Cars.
 

 
Created with the help of an artistic grant from Petcurean, Savour Every Moment celebrates every moment we spend with our pets, and was an instant hit with pet lovers and pets alike at screenings during the world-famous Tribeca Family Festival on the streets of Tribeca on April 27th.
 
With over 600,000 views in the first week, the film is already exceeding expections.
 
 

“Dogs and cats seem to possess some inner secret to enjoying life,” says Jessica Holtz, Petcurean Marketing Manager. “The film celebrates how they are able to savour every moment, every day — the fun, the loving, the silly and the playful.”
 
Thousands of people, along with countless pets, viewed the film for free and had their photos taken with the pet stars of the film, who were unfazed by the attention that came with their newfound celebrity.

Subplot worked in partnership with Petcurean and Toronto agency, Harbinger to bring the film and promotional campaign to life through brand direction, event materials and ongoing promotional support.
 
Subplot also created the Facebook Campaign Portal at:
www.petcurean.com/savoureverymoment
 
Pet lovers can not only view and share the film, but can also upload their best, silliest, or sweetest photos of their pets along with stories, poems or other words that express how they savour every moment with their pets.
 
Add to that an online contest where the entries with the most votes can win a GoPro Camera, a year’s supply of Petcurean food, or even be chosen to be part of Petcurean’s ongoing ad campaign, and Savour Every Moment will continue to engage consumers in the Petcurean story and brand.
 
Credits:
Director: Keith Hopkin, New York
Promotional Concept, PR: Harbinger, Toronto
Brand Direction, All Design & Creative: Subplot Design Inc., Vancouver
Creative & Copywriting: Pete Pallett
05/02/2013
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Ottawa, Ontario (April 22, 2013) – Canada Post Corporation is issuing a special collector’s edition set of stamps to celebrate and promote the adoption of pets through humane societies. Canada Post partnered with past-collaborator, Subplot Design Inc., to create the beautiful 5-stamp issue and all related collector’s materials. The stamp set and collectibles launched today.
 

Each year close to 150,000 homeles pets are admitted to shelters across Canada. Thanks to the efforts of caring workers and volunteers, a good number of these animals are either returned to their owners or placed in new homes; unfortunately, far too many are not.
 
The Canadian Federation of Humane Societies (CFHS) represents humane societies and SPCAs that shelter animals in need. In addition to providing physical care of animals who pass through their doors – and undertaking gargantuan efforts to find them new homes – the CFHS works to promote respect for and humane treatment of all animals and is Canada’s national voice on animal-welfare issues.
 
The new Canada Post “Choose Adoption” stamp promotes the importance of adopting an animal from one of the many shelters across Canada.
 
Design Manager, Danielle Trottier, herself a long-time pet owner, wanted to ensure that this stamp design not only called attention to the plight of homeless pets in Canada and the work of organizations under the CFHS – but also educated the public about shelter animals and encouraged their adoption.
 
“Most shelter animals simply need a second chance and adoption comes with many benefits.  They’ve been spayed or neutered, micro-chipped, vaccinated and had a full vet check-up.”
 
Trottier adds, “Their physical health and behavior has been tested to ensure they’re ready for a new home. You not only get a new best friend and a lifetime of love, but also may be saving a life. The primary message of this issue is to inform Canadians that when they look for a pet, their first stop should be their local humane society or SPCA.”
 
Designed by Vancouver’s Subplot Design Inc., the set of 5 stamps was designed to invite interaction. By detaching the stamps from the backing sheet, the collector participates by releasing the pet from the kennel, and sending it en route to a new home.
 
“The animal models for the stamps were actual shelter animals. Their names and individual experiences are included in the stamp booklet and on the Official First Day Cover story”, says Roy White, Subplot Design Creative Director. “We thought it was really important for these stamps to show not just a dog, or a cat, but “Captain” or “Wrinkles” – allowing collectors and mailers to have a more intimate, interactive experience with the pet”.
 
Subplot lead designer of the stamps, Ross Chandler, adds, “We really wanted to highlight the process of adoption and what better way to illustrate that than to have the stamp removed from the backing sheet, whereby physically releasing a pet from a kennel”.
 
The kennels were shot by Vancouver photographer Raeff Miles Photography, and the main pet images were shot separately by Toronto-based Raina + Wilson Photography on location at the Toronto Humane Society. Yukon illustrator, Monika Melnychuk then created the “dream home” illustrations to really bring the ultimate goal of pet adoption to life: fulfilling the hopes and dreams of pets across Canada.
 
An Official First Day Cover envelope rounds out the story with detailed stories of each of the actual shelter animals, and names and individual experiences are included in the Stamp Booklet.
 
 
Information about the set of stamps can be found HERE
Additional images can be viewed HERE
04/22/2013
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What does a premium pet food brand and the Tribeca Film festival have to do with each other? Well, on April 27th, at the Tribeca Family Street Fair, all will be revealed.
 
Call it a “premiere”, if you will…
04/02/2013
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We have never been ones to take our Xmas card lightly. Take this year’s effort, which involved hundreds of paper balloons, custom-made stamps, hot-pink string and stamped hang-tags. And a whole lot of craft and assembly-line moxie.
 
Thank goodness we also decided to turn the effort into a feature documentary to let all our “loyal fans” see behind the veil. Like it wasn’t enough effort anyways.
 
Enjoy!
02/08/2013
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Here’s a sure sign that your client has fully and completely embraced their new Brand Identity Platform: when they set a buffet out for an internal surprise party, even the “THIS CONTAINS PEANUTS” sign that accompanies the chicken wings in on brand! Font, colour and personality!
 
Of course, knowing our great friends at Petcurean (yay Claire!), this is no real surprise to us. However, we had to just snap a few pics at the party to celebrate this stellar work.
 
Wouldn’t it be great if all our clients took it to heart like this!?
 





 
01/21/2013
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Design Edge Canada
Packaging Design Issue
Nov/Dec 2012
 
“No other brand design medium is so challenging…”
 
Very nice to be featured not only inside the magazine, but right on the cover. Thanks Design Edge Canada!
 
Read article: DesignEdge_Dec2012
01/14/2013
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Albeit, not as excited as Matthew gets. But you know him;)
 
Applied Arts Magazine’s November / December issue is on newsstands now. And you can read the article here: AAByDesign_Nov2012
12/06/2012
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by Matthew Clark
Subplot Design Inc.
First Published: November 2012, Applied Arts Magazine
 
“Some designers believe they are doing “research” when they are really just ripping off work. Others actively shun or ban their staff from looking at the market or at design “inspiration,” and only end up embracing competitive ignorance.”
 
Read Article: SubplotPOV_AANov2012
12/06/2012
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We are always so excited when our clients succeed. On the heels of a very successful corporate re-brand and reinvented coffee packaging in 2010, Level Ground Trading has continued to innovate new products just as their sales have been up year-over-year.
 
They have since launched Cane Sugar, Dried Fruit, and have recently begun Limited Edition coffee roasts to celebrate their expertise at specialty roasting. Under the watchful eye (and nose and tongue!) of Roastmaster Josh del Sol, Winter Harvest and Congo are the latest editions.
 
Winter Harvest Coffee
A deliciously balanced blend of African coffees offering a sweet stone fruit & juicy citrus entry with a toasted almond and dark chocolate finish.
 
Congo Single-Origin Coffee
A sweetly aromatic coffee with supple orange-toned acidity moving gently to smooth milk chocolate and exotic spice.
 
Both can be purchased online HERE.
11/21/2012
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Toronto, Ontario (November 15, 2012) – Subplot is excited to have received a Merit Award for our work for Petcurean’s GO! Packaging at the 63rd Annual ADCC Directions 2012 Awards last week.
 
The Advertising & Design Club of Canada is a non-profit, non-political group dedicated to encouraging excellence in Canadian advertising and design since 1948.
 
Awards were given out for exceptional work in advertising, graphic design, editorial design, and interactive media during the event in Koerner Hall at the TELUS Centre for Performance and Learning. These celebrated awards are designed to encourage and promote the highest professional standards and are among the most widely recognized for excellence in Canada’s creative community.
 
Thanks to our great friends at Petcurean and yay team!
 

11/16/2012
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Toronto, Ontario (November 9, 2012) – Subplot is honored to have been selected for the Social Good Design Awards, presented by RGD Ontario andThe Gladstone Hotel.
 
The awards recognize work with the power to incite action and make meaningful change in the way we live our lives.
 
The underlying principle of the Social Good Design Awards is that, when designers approach ethical issues creatively, they can make a real difference in the world. The awards give voice to the important work designers are doing and can do to change the way we think and act.
 
To be selected for inclusion in the exhibit, work had to effectively promote action in support of social change, demonstrate originality and creativity through advanced, unusual or clever solutions, uniqueness of materials, and or creative use of resources. In addition the work had to be well-designed, with elegant and sophisticated core design concepts.
 
Only 35 entries from all over the world were selected for inclusion in this awards show, and we are thrilled to be among them. Congrats to our team and thanks to Level Ground who truly are “So Good”.
 

11/09/2012
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Paris, France (October 4, 2012) – Subplot Design Inc. was honoured with two top awards at the 2012 Pentawards Worldwide Packaging Design Awards Competition ceremony held this year at the Grand Salon Opera at the Intercontinental Le Grand hotel in Paris, France.
 
Subplot’s GO! Packaging took home a Gold Award while NOW Fresh Packaging took home a Bronze. Both packaging systems were designed for Petcurean Pet Nutrition of Chilliwack, BC, and have been honoured in a number of significant national and international awards competitions this past year.
 
The Pentawards is the first and only worldwide competition exclusively devoted to packaging design in all its forms. In its sixth year, the winners came from more than 25 countries, including Australia, Taiwan, Greece, Brazil, Argentina, Japan, Israel, Korea, China, across Europe, the United States of America and Canada.
 
“We are so honoured with these two prestigious wins”, says Matthew Clark, Subplot Creative Director and lead designer on GO! and NOW Fresh. “To be in the company of design firms like Turner Duckworth, Landor, Lewis Moberly and Pearlfisher makes the honour even that much more special.”
 
Subplot is one of only three Canadian firms to have been awarded at this year’s competition.
 
Subplot’s winning entries can be seen here:
GOLD WINNER: GO! PACKAGING
BRONZE WINNER: NOW FRESH PACKAGING
 

View GO! Case Study HERE
View NOW Fresh Case Study HERE
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
10/05/2012
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Vancouver, BC (October 2, 2012) – Our pets fill our lives with wonder. They help teach us how to savour everyday moments and fill our lives with joy and love. So when it was time for Petcurean to make their biggest-ever splash at SuperZoo 2012, they called again on Subplot Design Inc. who worked collaboratively with partners to create the Petcurean “WonderWall”.
 
SuperZoo is the second largest annual pet industry trade show in North America, hosting nearly 1,000 pet industry exhibitors in 160,000 square feet over three days. It is produced by the World Pet Association, the pet industry’s oldest not-for-profit organization.
 
PLAY VIDEO
 
“The WonderWall is an interactive, live, generative photo mosaic that engaged tradeshow attendees and received over a hundred photo contributions on site as well as from our loyal Facebook community”, says Jaimie Turkington, Petcurean Marketing Manager. “It was a very successful show for Petcurean, and the WonderWall was a big part of our success.”
 
Subplot Design Inc. led the design and creative, in partnership with Petcurean and copywriter Pete Pallett. Subplot also engaged Tangible Interaction who designed and developed the WonderWall Photo Mosaic application.
 
The WonderWall components included:
+ Teaser postcards for retailers & distributors in advance
+ Large format ads in the SuperZoo Daily Show Guide
+ Full page ads in Pet Product News
+ Handouts at the show, with additional scratch & win discounts for orders placed at the show
+ Attendees (and Facebook fans) emailed photos
+ Within minutes, the image was featured on two 80″ LCD screens on the 12 ft high WonderWall
+ Attendees were also encouraged to handwrite their feelings about their pets on the booth surface itself
+ The booth design also included a meeting area with a 60″ LCD playing brand and product films
+ Full 16 ft product shelf simulated actual in-store product planogram for retailers
 
“It was so gratifying to attend SuperZoo in Las Vegas and see the event unfold”, says Subplot Creative Director and lead Designer, Matthew Clark. There was nothing else remotely like The WonderWall at the show, and the booth was constantly buzzing with activity.”
 
“People would wait until their image appeared on screen and would spontaneously cheer. It was fantastic!”, Clark adds.
 
Above and beyond the buzz and talk at the show, the sales group reached their 3-day aggressive sales targets within the first day, and wound up exceeding sales targets overall. Combine this with a successful and well-attended wine & cheese reception and a high-level of consumer engagement, this truly was an event to remember.

Credits:
Client: Jaimie Turkington, Petcurean Pet Nutrition
Design & Creative Direction: Matthew Clark, Subplot
Photo Mosaic: Tangible Interaction
Copywriting: Pete Pallet, Creatologist
Booth Fabrication: The Portables
 
About Petcurean Pet Nutrition
Petcurean Pet Nutrition is a Canadian-based, family-owned company committed to selling superior quality, nutritionally-balanced pet foods choices using natural, premium and fresh ingredients. We make every decision with the best interest of dogs and cats in mind. For more information please visit www.petcurean.com
 
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
 
About Tangible Interaction
Tangible Interaction creates sensory installations where people participation is key. Our work taps into some of the most basic human instincts – to play, explore and to be entertained. It also generates talk value through a shared experience. Located in Vancouver, British Columbia, Canada, we operate globally. Tangible Interaction also has partner companies in Holland and Italy. www.tangibleinteraction.com
09/28/2012
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by Matthew Clark
Subplot Design Inc.
First Published: September 2012, Applied Arts Magazine
 
“… we continue to hold up Designer Rock Stars as paragons of our industry and then wonder why the business world still regards us as a bunch of self-interested, obsessed-with-awards, surface-decorating, stylistic designer wankers.”
 
Read Article: SubplotPOV_AASept2012
09/25/2012
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Vancouver, BC (September 20, 2012) – Hikingcamping.com, the “Opinonated Hikers” and publishers of over a dozen hiking and camping titles, have released the 3rd edition  of Where Locals Hike in the West Kootenay with the help of Subplot Design Inc.
 
Known for their highly creative and opinionated writing as well as their spectacular photography and detailed directions, Hikingcamping.com founders, Kathy and Craig Copeland, are constantly striving for excellence in every book they publish.
 
From their website:
“Boots, pack, and a guidebook. Those are the three essentials. Recognizing the guidebook’s importance to your enjoyment and safety, we’ve laboured to ensure ours are as well crafted as any boot, as thoughtfully engineered as any pack.
 
Guidebooks, by definition, should guide. To do that, they must winnow and recommend. There’s no reason for guidebooks to languish as an inferior subspecies of literature. And guidebooks, like the wild lands they describe, should stir you.
 
Demand more of guidebooks. We do.”
 
Where Locals Hike in the West Kootenay is available immediately on Hikingcamping.com’s website and at retailers across the country:
 
BUY THE BOOK
MEET THE AUTHORS
 
 

 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. They specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From their Vancouver, BC owned and operated offices, they do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
09/20/2012
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There is a right way and a wrong way to have a summer party for our awesome crew.
 
The right way is in beautiful Whistler, BC with Araxi, one of North America’s top restaurants hosting an intimate 100-seat, outdoor “family style” dinner. Cocktails with locally-made gin. Amazing, fresh, local ingredients. Wine pairings. Great company and a (mostly) sunny sky (and not too hot!).
 
The wrong way? We have no idea;)
 

07/25/2012
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July 17, 2012
Applied Arts Design Annual 2012
 
We are very pleased to have four project featured in Applied Arts’ 2012 Design Annual:
+ Petcurean Complete Identity System  [view]
+ GO! Complete Identity System  [view]
+ NOW Fresh Packaging Series  [view]
+ GO! Packaging Series  [view]
 
Launched in 1986, Applied Arts Magazine includes portfolios and profiles of our country’s best talent, balanced by well-written features devoted to relevant topics. They publish five glossy issues a year and have a readership of over 46,000. All issues contain a mix of recurring content, special features and portfolios of outstanding work. Included in four issues is one of our highly prized Annual Awards: Photography & Illustration (May/June) Design & Printing ( July/August) Advertising & Interactive (Sept/Oct) and Student Awards (Nov/Dec). Our first issue of the year (March/April) includes the Creative Guide.
 
A big thank-you to Petcurean and to all involved!
 
07/17/2012
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July 10, 2012
The Dieline Awards 2012
 
We are very honoured to win our first Dieline Award!
 
This worldwide competition devoted exclusively to the art of brand packaging awarded 38 winners across 12 different categories including Best of Show and Editor’s Choice titles. The Editor’s Choice was handpicked by Andrew Gibbs, founder of The Dieline.
 
The Dieline Package Design Awards entrants were judged by a highly esteemed panel of 10 industry experts, based on quality of Creativity, Marketability, and Innovation. Debbie Millman, President Emeritus of AIGA and President of Design at Sterling Brands, served as the chairman of the judges.
 
View: The Dieline Award Winners
View: GO! Packaging
07/10/2012
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June 27, 2012 (Toronto) – Presented Tuesday night at an Awards Ceremony at the The Hoxton in Toronto, Canada, Design Edge CanadaMagazine handed out the top design awards in the country in its annual Regional Design Awards.
 
Subplot Award Winners:
GO! Packaging Series  [view]
Subplot.com Website  [view]
 
Subplot Award Finalists:
Petcurean Complete Identity System  [view]
GO! Complete Identity System  [view]
NOW Fresh Complete Identity System  [view]
NOW Fresh Packaging Series  [view]
Lesley Stowe Raincoast Cookies Packaging Series  [view]
Canada Post International Year of Forests Stamp  [view]
 
Congratulations to the whole team at Subplot and a huge thanks to our fabulous clients who trust us with their brands!
 

06/28/2012
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Financial Post
June 24, 2012
By Julia Johnson
 
“Petcurean credits its relationship with Subplot principals Matthew Clark and Roy White for the company’s image makeover. “They are our partners. We would never have gotten where we are today without their expertise, absolutely,” said Jaimie Turkington, Petcurean’s marketing manager. “It’s a critical relationship.”
 
Read Article: FPost_June24,2012email
06/25/2012
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by Matthew Clark
Subplot Design Inc.
First Published: June 2012, Applied Arts Magazine
 
“While we may have moved along technologically over the eons, human-kind essentially remains the same. We simultaneously reach for the stars and cry that the sky is falling.”
 
Read Article: SubplotPOV_AAJune2012
06/14/2012
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Subplot is very pleased to be included as one of 15 leading design firms across the country to participate in this initiative.
 
CreativeEarners is a bi-annual survey produced by RGD and Creative Niche, and has become as essential business tool for Creatives and Studio Owners.  The RGD is calling for the involvement of all Canadian creatives, including firm owners, creative directors, designers, web developers, account coordinators, copywriters and more. The results (free for all) benefit the industry at large, the individuals working within it, and the associations working to represent it.
 
There are many reasons to participate in the RGD/Creative Niche National Survey of CreativeEarners: to help build an economic profile of the industry, to raise awareness of the industry’s importance, to encourage higher standards, to have your voice heard…
 
And now there’s an additional incentive – the opportunity to receive digital wallpapers created by leading Canadian creatives! In support of RGD’s goal to double response rates from our previous survey, a variety of design teams and creative professionals have agreed to create unique digital wallpapers as a thank you to our respondents. Share the survey with your colleagues online to receive one wallpaper; complete the survey to download the full set!
 
Fill out the survey here – and get your Wallpaper today!
 

06/05/2012
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May 31, 2012
 
A little fun behind-the-scenes look at the making of the GO! and NOW Fresh films by Aspect Films.
 
Petcurean GO! and NOW Fresh Brand Films
05/31/2012
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May 21, 2012
2012 Summit Creativity Awards
GO! Packaging Series
 
“The Summit International Awards (SIA) organization is dedicated to furthering excellence in the marketing communications industry. It administers three distinguished advertising and marketing award competitions throughout the year with the goal of raising the awareness of companies and individuals who have the creative and marketing talent to go beyond the ordinary.”
 
Visit Summit Awards site: [Best of Show]
See GO! Packaging here: [GO! Packaging]
05/31/2012
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May 11-12, 2012
GDC SK North Elevator Awards: “Heavy Lifting”
Saskatoon, Saskatchewan
 
Subplot partner, Roy White, shared his insights with the conference and award show attendees at the GDC SK North 2012 Elevator Awards this past weekend in Saskatoon, Saskatchewan. As guest awards judge and speaker, Roy shared his extensive background in large-scale branding programs and the “heavy lifting” that Subplot does far before the typical “designing” begins.
 
Where other firms jump directly into design, Subplot spends a considerable portion of the project in the “Discover” and “Plan” stages, seeking out insights, competitive advantage, best-practise, and crafting highly differentiated and appropriate strategies for their clients. When this “heavy lifting” is done, the design process can proceed with much more structure and substance.
 
Photo credit: Pete Lawrence
 
05/16/2012
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May 15, 2012
Communication Arts Online
“Insights”
 
“I brood. I pace. I sequester myself. I know I should take a break, go for a walk or work on something else to free up my mind, but I never do. I grit my teeth, furrow my brow and hunker down. It somehow helps me to be in this kind of existential angst and despair, wondering if I will ever come up with another good idea again in my life. Somehow, this weeping and gnashing-of-teeth and breaking down of my ego frees me up to create.”
 
Link to article: [CommArts Insights]
05/16/2012
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May 11, 2012
Marketing Magazine Online
by Eve Lazarus
 
GO! Brand Film
NOW Fresh Brand Film
 
Following its rebranding, Vancouver-based Petcurean Pet Nutrition has released two promotional film spots to reinforce its new identity and market its premium pet foods at specialty retail stores across North America.
 
The spots come from Subplot Design – which oversaw last year’s rebrand and package redesign– and Aspect Films. They focus on the company’s Go and Now Fresh product lines.
 
The Go spot reinforces the tagline, “Created to put more life into your pet” and echoes the packaging style, which features large type and black and white action shots of everyday dogs.
 
“The pets featured on the packaging and in the brand film are real pets that use our food,” said Jaimie Turkington, marketing manager at Petcurean. “We wanted to play off that whole notion of energy and activity and vitality, and we felt the dramatic black and white shots with the gorgeous pets in action really exemplified that value proposition.”
 
The ad for Now Fresh is inspired by the brand positioning line, “It could only be fresher if you made it from scratch,” said Matthew Clark, principal and creative director at Subplot. It features a woman, with her dog in tow, shopping at farmers’ markets and butcher shop for fresh ingredients, reinforcing the brand’s claim of using 100% fresh meats and oils.
 
Turkington said the core customer for the Go and Now Fresh brands is typically a 25-to-55 year old woman either pre- or post-children. “They don’t necessarily have young children at home,” he said. “Their pet is a member of their family and they want the best for their pet just like a mom wants the best for her children.”
 
The brand spots will run online and through in-store video networks.
 
Related
• Nice Package: Look better, greener on the shelves
 
Since the relaunch of the packaging last fall, Turkington said the company has experienced record sales and increased penetration into U.S. specialty stores.
 
Petcurean also recently engaged Toronto-based Harbinger to build its brand through non-traditional marketing channels. “With an itty bitty budget and a territory the size of North America, it’s a big task,” said Turkington. “We are looking at social media, earned media, sponsorship and events where we can get our product in people’s hands.”
05/11/2012
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Vancouver, BC (May 9, 2012) – To reinforce a Fall 2011 brand identity and packaging overhaul by Subplot Design Inc., Petcurean Pet Nutrition has partnered with Subplot and Aspect Films to create two stunning Brand Films for their premium pet food brands, GO! and NOW FRESH. The films launch online today, and will appear in retail stores in the coming weeks.
 
Petcurean is a Canadian, family-owned company founded in 1999, and based on unique recipes and food preparation techniques that use concentrated forms of meat, fish and poultry together with premium-quality fruits, veggies and berries to replicate meals that are similar to what families enjoy at home every day.
 
“Our new brand identity and packaging has pushed us forward and created opportunities to engage our retail partners’ and our customers’ attention”, says Jaimie Turkington, Marketing Manager at Petcurean. “We have been especially successful in clearly identifying our products’ unique value propositions and benefits, and creating a clear place for them in the marketplace. And, these Brand Films will only reinforce and deepen our customers’ experience”.
 
The GO! Brand Film was created based on GO!’s positioning line, “Created to put more life into your pet”, and follows the same striking black & white, active pet photography of the packaging and sales materials. Filmed with the Phantom HD Gold, which was shot untethered in a water-proof housing, the 1,000 frames per second footage magnificently captures the intensity, motion and athleticism of three normal, everyday dogs that eat GO! in real life.
 
GO! Brand Film
 
The NOW FRESH Brand Film is inspired by the brand positioning line, “It could only be fresher if you made it from scratch”. The film features a woman and dog browsing the morning markets and butcher shops for the freshest, most wholesome ingredients. Aligned with the “fresh market” packaging design, the Brand Film captures the essence of this unique food that features 100% fresh meats and 100% fresh oils; much the same foods as the owner buys for herself.
 
NOW FRESH Brand Film
 
A DVD of the films will be sent to Petcurean’s national and international accounts and featured on closed circuit in-store video channels. The film will also be embedded in Petcurean’s website, be distributed through social media channels, and shown at events and trade shows.
 
Abbreviated Credits
Client: Jaimie Turkington, Petcurean Pet Nutrition
Production: Bryant Bell, Aspect Films
Brand Creative Direction: Matthew Clark, Subplot Design Inc.
Directors: Bryant Bell (GO!) and Adrian Buitenhuis (NOW Fresh)
Brand Copywriter: Pete Pallett
Filmed entirely in Canada
 
About Petcurean Pet Nutrition
Petcurean is a Canadian-based, family-owned company committed to selling superior quality, nutritionally-balanced pet foods that use natural, premium and fresh ingredients. Petcurean makes every decision with the best interest of dogs and cats in mind. For more information please visit www.petcurean.com
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. They specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From their Vancouver, BC owned and operated offices, they do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
 
About Aspect Films
Aspect Films is a concept-driven, creative film studio with locations in Vancouver, BC and Los Angeles, California. They provide teams of world-class talent to produce original, valuable and outstanding work. www.aspectfilms.ca
05/09/2012
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by Matthew Clark
Subplot Design Inc.
First Published: April 9, 2012, Marketing Magazine
 
“Understand the monumental role that your packaging plays in your consumers’ lives and in their product-selection process Learn a lot and think hard. […] Don’t ever rush the process: the stakes are far too high and the risk is too great to do this half-assed.”
 
Read article: Marketing_MCPackaging_April2012
04/05/2012
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Toronto, ON (April 9, 2012) – Marketing Magazine is featuring Subplot Design Inc.’s packaging overhaul for Petcurean Pet Nutrition in this month’s magazine and online magazine.
 
Marketing is the leading fully integrated media source for Canada’s advertising, marketing, media and PR professionals. Its industry content serves as an essential resource for Canadian professionals who want to work smarter and more effectively. Offering authoritative insight and proven ideas through a distinctly Canadian perspective via events, online, mobile and print, Marketing connects the industry, helps solve problems and inspires and celebrates great work.
 
This special packaging issue examines technology, trends, and expert advice from Canada’s leading packaging and consumer goods marketing & design firms.
 
We are honoured to contribute to the edition and have our work for Petcurean celebrated.
 
Read article: Marketing_MC+Pet_April2012enews
04/05/2012
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by Matthew Clark
Subplot Design Inc.
First Published: March/April 2012, Applied Arts Magazine
 
“I am a total fraud, and people are going to finally see the real me: no talent, hack ideas. Oh, woe is me, this surely is the end.”
 
 
Read Article: SubplotPOV_AAMar2012
03/06/2012
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Vancouver, BC (January 30, 2012)  – The American Package Design Awards, created by Graphic Design USA Magazine, is an international awards show that celebrates the best in packaging design. Marketers are challenged as never before to convey their message and promote their brand in an era of fragmented audiences, global competition and tight budgets. Package design and its related disciplines are increasingly the difference makers in the purchasing decision.
 
This competition celebrates well-designed graphics, of course, but more importantly the power of design to advance the brand and forge an emotional link with the buyer at the moment of truth.
 
We are very excited that our packaging for Level Ground Cane Sugar and Organic Fruit as well as our brand new packaging for NOW Fresh by Petcurean have been awarded winners. Big thanks to our fabulous clients at Level Ground Trading and Petcurean, and all those involved at Subplot.
 
Link to portfolio: [NOW Fresh]
Link to portfolio: [Level Ground]
 
 
01/30/2012
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January 30, 2012
Design Edge Canada, Jan-Feb, 2012
“Re-Logo”
 
Link to article: [DesignEdge_Petcurean]
01/30/2012
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January 30, 2012
Communication Arts Magazine, Jan-Feb, 2012
“Exhibit”
 
Link to article: [CommArtsExhibit_Petcurean]
01/30/2012
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Toronto, Ontario (January 26, 2012)  – The Advertising & Design Club of Canada is a non-profit, non-political group dedicated to encouraging excellence in Canadian advertising and design. Founded in 1948, the Club’s overall goals are simply these: to inspire creativity, to provide a forum for the exchange of ideas, to forge a sense of community and integrity among advertising and design professionals.
 
The awards show, known as “Directions”, is acknowledged as the premiere creative awards show in Canada. The accompanying printed annual, stands as the document of record of the best work each year.
 
We are thrilled to have our work for Canada Post, the International Year of Forests 2011 stamp and collectible set, included as a Silver Winner. Congrats to all involved, including photographer Anthony Redpath, retoucher Laara Cerman, and illustrators Steph Gibson and Matthew Clark.
 
Link to portfolio: [Canada Post]
01/26/2012
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What a nice way to spend the day before the Christmas holidays! Level Ground meets every Wednesday for a cupping session with team leaders. This gives the Roastmaster, Josh, the opportunity to review new roasts and bean shipments with the group, and to test current batches for quality and taste. Coffee roasting is truly a blend of art and science, and it’s great to be included in this “master class”.
 

12/21/2011
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Maybe Christmas Cheer, Pets … and Antlers? A very fun holiday card for Petcurean comes with diecut antlers that perf off for Santa’s little helper. And an invitation to post your photos on Petcutrean’s facebook to win fantastic prizes makes it the gift that keeps on giving.
 
You look great little Poppy!
 
Visit Petcurean’s Facebook Page [Petcurean]
 
 
12/13/2011
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Vancouver, BC (December 6, 2011) – Lesley Stowe Fine Foods, known for its premium range of Raincoast Crisps, announces the launch of three skus of Raincoast Cookies. Lesley Stowe Fine Foods selected Subplot Design Inc. to create the complete packaging range for its new range of cookies. Lesley Stowe Raincoast Cookies launched to the Trade in October and are now available throughout Canada.
 
The Lesley Stowe Raincoast Crisps have evolved from a local sensation to national distribution as well as being available in the US via a number of distributors.
 
“With our Raincoast Crisps doing so well at the local, national and now US level, we saw an opportunity to develop an additional line of products that would sit within the Lesley Stowe philosophy of fine, healthy foods”, says Lesley Stowe.
 
The Raincoast Cookie is the newest addition to the Lesley Stowe Fine Foods family. They are baked in small batches from scratch using only the finest-quality ingredients. The 3 flavors of cookies – Dark Chocolate, Tart Cherry & Pecan; Apricot, Ginger & Slivered Almond; and Dried Cranberry & Toasted Hazelnut – are the perfect snack to grab on the go. The consumer doesn’t have to compromise nutrition for convenience. Each cookie is packed with whole grains, high fibre chicory root, flax seed and protein rich chia.
 
“We realized that Lesley Stowe Raincoast Crisps has defined the category of premium crackers and has built huge brand awareness in the consumer’s mind”, says Subplot Design principal and lead designer on the project, Roy White. “It was clear that any new product would need to build of that existing equity and recognition of the Raincoast Crisp, not only in name, but in the presentation of the product through the packaging.”
 
One of the biggest design challenges was to create a pouch that clearly displayed the cookie and would allow the richness, fullness and “yummyness” of the ingredients to be showcased to the consumer, from cranberries to chunks of ginger and pecans. After an extensive search, Lesley Stowe found a supplier that could create a pouch out of 2 laminated substrates. A clear film layer and a natural-looking, uncoated paper fibre were laminated together enabling a custom window to be laser cut to view the delicious product. The packaging colors leverage existing ones used by Lesley Stowe while tying in with the specific cookie flavors.
 
Subplot created the single serve pouch packaging for all 3 flavors as well as 8-pack display boxes and sales support material.
 
 
About Lesley Stowe Fine Foods
Lesley Stowe is a Parisian-trained chef who began her own catering company more than 20 years ago in Vancouver. A culinary pioneer, Lesley has helped to develop and refine the palettes of Vancouverites. Frustrated by the lack of specialty foods in the city, she opened Lesley Stowe Fine Foods, offering customers a wide-range and global selection of cheeses, vinegars, oils, breads, house-made entrees, desserts and hard-to-find grocery items. When Lesley Stowe introduced the Raincoast Crisp to the market, it very soon became a category sensation. The product is now a leading seller across Canada and the US.  The author of her own cookbook, the Lesley Stowe Fine Foods Cookbook, Lesley has also contributed to other popular cookbooks including The Girls Who Dish series. www.lesleystowe.com
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
12/05/2011
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Vancouver, BC (November 22, 2011) –  As the next phase of Subplot Design Inc’s complete brand overhaul of Petcurean Pet Nutrition’s brand identity and GO! and NOW FRESH packaging lines, Petcurean is launching their Mobile Interactive Food Selector and Consumer Website today.
 
With over 12 years of success and over 100 skus of premium pet food, Petcurean is a leader in Pet Specialty Stores with strong representation in Canada and growing representation in the US, and key products in another 25 countries worldwide. Petcurean’s new brand identity, packaging systems, and 6 brand new recipes were launched at SuperZoo 2011 in Las Vegas in September.
 
As part of Petcurean’s mandate to continually improve the health and lives of pets, they have included QR codes on all new packaging and on select shelf talkers which link to a mobile-optimized Interactive Food Selector, which guides the consumer through steps to discover the best Petcurean foods for their pets. Taking into consideration factors ranging from gender and age, to activity level and weight, to various health concerns, the Interactive Food Selector is a user-friendly yet powerful tool.
 
“Petcurean has really made a fantastic asset for educating and engaging their consumers”, says Subplot Creative Director and Lead Designer, Matthew Clark. “With QR codes on all packaging and on shelf talkers, the consumer is aided as they are looking to make that all-important decision at retail”.
 
“The QR codes really serve to augment the already rich information that we have included on the packaging about ingredients and nutritional information, and help give more power to the decision maker”, adds Clark.
 
The full website at www.petcurean.com offers an even further wealth of information. On top of the full nutritional and ingredient information on each recipe that pet specialty consumers have come to expect, the website also includes a full Glossary of Ingredients and Health & Nutrition Information.
 
To help support the already vibrant Petcurean community, the website also includes a live Twitter Feed, a Community section with testimonials and Facebook feed, Breeder Program details, Sponsored Events and Sponsorship Application. The website is a robust resource for consumers and also offers stories about the pets featured on the GO! packaging, Petcurean’s Story, and an all-important Find a Retailer section.
 
Subplot Design Inc. developed the Brand Design Platform and Packaging Design, and provided all Graphic Assets and Creative Direction for the website. Harv Craven Design took the lead on the Web and Mobile Interactive Food Selector Tool Design & Development. Pete Pallett Creatologist provided all copywriting and worked with Petcurean to create all web content.
 
 
About Petcurean Pet Nutrition
Petcurean Pet Nutrition is a Canadian-based, family-owned company committed to selling superior quality, nutritionally-balanced pet foods choices using natural, premium and fresh ingredients. We make every decision with the best interest of dogs and cats in mind. For more information please visit www.petcurean.com
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
11/22/2011
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by Matthew Clark
Subplot Design Inc.
First Published: November/December 2011, Applied Arts Magazine
 
“…in the pursuit of intelligence and expertise, I have learned the bliss and freedom in ignorance. And the bravery of weilding it as a competitive advantage.”
 
 
Read Article: SubplotPOV_AANov2011
11/17/2011
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November 14, 2011
onepagelove.com
 
Link to post: [onepagelove.com]
11/15/2011
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Vancouver, BC (October 25, 2011) – Following up on the strong success of Level Ground Trading’s 2010 Complete Brand Redesign and Coffee Packaging overhaul, Subplot Design Inc. has redesigned Level Ground’s Organic Dried Fruit and Organic Cane Sugar Packaging, and has helped launch Level Ground’s first MicroLot offering. All products are on shelf today.
 
see images here
 
“Subplot’s 2010 packaging redesign has contributed amazingly to our success”, says Level Ground President, Hugo Ciro. “Sales are up 20% over the previous year, and we have signed many new retailers. We are obviously thrilled.”
 
The packaging platform extends the system created in 2010, with innovative kraft paper, vapour-barrier bags with resealable zips for freshness. The Dried fruit build on the coffee platform with full-colour fruit imagery, to help play up the extraordinary taste and freshness of the product itself. Clear bags for Cane Sugar allow the colour and texture of the sugar to shine through. And a new stamp graphic signifies the MicroLot system, with a revised design layout to help distinguish it from the line of regular coffees.
 
Level Ground Organic Dried Fruit 
This Direct Fair Trade and certified organic dried fruit features large, tender pieces and is delectably sweet and all-natural. Through Direct Fair Trade partnerships, farmers receive a fair price for each harvest. Fresh fruit is cut and dried by women living in Cazuca, Colombia, a refugee settlement on the outskirts of Bogota, providing fair income, microcredit loans, education and health care opportunities for their families.
 
Level Ground Organic Cane Sugar
Organically grown by small-scale farmers in the rich, volcanic soils of Huila, Colombia, this unique cane sugar has been hand-processed in a cottage industry press. Farmers are paid fair prices for each harvest and income from processing stays in the local farming community. This unrefined, single-stream sugar maintains a delectable caramel sweetness that is a perfect match with coffee or baking recipes.
 
Level Ground Philippine MicroLot
Their first-ever shipment from Coffee for Peace in the Philippines, the initial harvest is from 30 farming families in Purok 8, Mt. Matutum on Mindanao. Farm elevations are between 800 and 1500 meters above sea level, and the lot is only 600kg (10 sacks of coffee).
 
All three product lines are available immediately in existing Level Ground accounts in BC and across Canada and the US. Find out where at www.levelground.com/locator.
 
Level Ground Trading’s coffees can be found at leading Canadian retailers such as Save-on Foods, IGA, Thrifty Foods and Fairway Markets, as well as independent grocery stores and cafes and Ten Thousand Village locations across Canada and the U.S.
 
 
About Level Ground Trading
Based on Vancouver Island, Level Ground Trading has been trading fairly and directly with small-scale coffee farmers in five countries for over 12 years. Discover the full line of Level Ground coffee, dried tropical fruit, and natural cane sugar at www.levelground.com
 
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments. www.subplot.com
10/25/2011
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October 18, 2011
Strategy Magazine
Strategy Shopper Marketing Report
 
“The premium and super premium pet food category is extremely cluttered and the pet specialty store environment is also very busy, with a smaller store format and plenty of product offerings,” says Petcurean marketing manager Jaimie Turkington. “It is critical that our packaging efficiently and effectively cuts through the clutter and communicates what makes our products unique.”
 
Link to article: [Strategy Shopper Marketing Report]
10/18/2011
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October 5, 2011
The Dieline
 
“Petcurean Pet Nutrition’s new corporate identity and NOW FRESH and GO! packaging launched at SuperZoo 2011. Petcurean recently worked with Subplot Design Inc. to take their brand to the next level.”
 
Link to article: [The Dieline]
10/06/2011
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September 26, 2011
Lovely Package
 
“Subplot’s strategic thinking and their unparalleled ability to draw insightful conclusions has been such a refreshing experience. Our product can be quite technical in nature and I have to applaud the team at Subplot for always championing our consumer’s desire for simple and clear communications”.
 
Link to article: [LovelyPackage]
09/27/2011
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New York, New York (September 20, 2011) – Roy White and Matthew Clark were on hand in NYC to pick up a prestigious Gold Pentaward for Level Ground Coffee Packaging. We were in good company with winning entries from Turner Duckworth, Karim Rashid, Lewis Moberly and Pearlfisher, to name a few.
 
Pentawards is the first and only worldwide competition exclusively devoted to packaging design in all its forms. In its fifth year, the winners came from more than 25 countries, including Australia, Taiwan, Greece, Brazil, Argentina, Japan, Israel, Korea, China, across Europe, the United States of America and Canada.
 
A big thank-you to the folks at Level Ground and the team at Subplot!
 
Link to website: [Pentawards]
Link to portfolio: [Level Ground]
09/25/2011
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by Matthew Clark
Subplot Design Inc.
First Published: October 2011, Applied Arts Magazine
 
“Indeed, if we are to be taken seriously as an industry, doing fake little jobs for fake clients it just not the way to prove that we have a real place in the business world. It just shows that arty people can have cute little ideas for unchallenging projects.”
 
Read Article: SubplotPOV_AAOct2011
09/24/2011
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September 20, 2011
Applied Arts Magazine “The Wire”
 
“Not only is an epicurean approach to health, nutrition, product innovation and superior ingredients part of the Petcurean DNA, it is also a very unique place for them in the market.”
 
Link to article: [Applied Arts]
09/21/2011
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Vancouver, BC (September 20, 2011) – With 12 years of success and over 100 SKUs of premium pet food sold nationally and internationally, Petcurean Pet Nutrition looked to Subplot Design Inc. to take the brand to the next level and to elevate its identity and consumer packaging. Along with unveiling 6 brand new SKUs, Petcurean’s new corporate identity and NOW FRESH and GO! packaging launched at SuperZoo 2011 in Las Vegas last week.
 
view Petcurean Identity
view GO! Packaging
view NOW FRESH Packaging
 
Petcurean Pet Nutrition was founded in 1999 as a small start-up company, based on a unique concept that utilizes concentrated forms of meat and human grade ingredients to formulate a pet food that replicates what families enjoy at home every day. With excellent sales, a passionate mission and superior products, the brand identity itself was falling short on communicating this promise, and the product packaging was dated and had little to no differentiation between their two very different product lines.
 
During the thorough competitive and brand audit process, not to mention numerous interviews and extensive informal research, it became clear that they had lost their connection to their very name: Petcurean.
 
“Somewhere along the line, the notion of an ‘epicurean’ sensibility to pet food creation had been lost”, says Subplot Creative Director and lead designer, Matthew Clark. “Not only is an epicurean approach to health, nutrition, product innovation and superior ingredients part of the Petcurean DNA, it is also a very unique place for them in the market”.
 
The new brand logomark celebrates the notion of taste and nutrition through a witty use of a pet’s tongue. Other identity elements celebrate real pets from Petcurean’s employees, with typographic call-outs that reflect back to the company’s values, from “epicurean” and “health”, to “deep purrs” and “wagging tails”. Modern typography, bold imagery and strong colours unite the identity, and witty writing brings out even more of the heart and soul of the brand.
 
When it came to examining the almost 100 SKUs of packaging in Petcurean’s most popular lines, NOW FRESH and GO!, it was critical to expand beyond the new corporate identity to connect the unique propositions and benefits of the products themselves with the consumers who purchase them. At present, both product lines were similar in design and substrate, and offered little distinction for the consumer.
 
“We know that our products serve very different consumers and their pets”, says Petcurean Marketing Manager, Jaimie Turkington. “What we needed to do was to clearly identify the unique value propositions of the two lines, and then craft packaging that communicates those values clearly, concisely, and in a very engaging and appealing way for our consumers”.
 
GO!, Petcurean’s flagship line, is a nutrient-rich and energy-packed food. Available in various formulations, each created to have its own unique benefit including a recipe for pets with dietary sensitivities, whole-grain and grain-free recipes and recipes for various life-stages, GO! is a true fitness food for everyday pets.
 
“Created to put more life into your pet” trumpets this product positioning, and the packaging brings this to life with action shots of real pets who eat GO! recipes, complete with heart-warming testimonials of health and revitalization. The package itself brings an “active lifestyle” sensibility to the pet specialty store shelf with metallic foil, strong formula identification, iconography and specific call-outs for the recipes’ ingredients and benefits.
 
NOW FRESH is so fresh, it’s like eating off the kitchen table (down girl!). NOW FRESH is packed full of 100% fresh turkey, salmon and duck, 100% fresh Omega 3, 6 and 9 oils, and wholesome berries, fruits and vegetables.
 
“It could only be fresher if you made it from scratch” truly sets this product apart, and the packaging expresses this through “Fresh Market” signage, burlap textures, and familiar produce labels. Soft, warm, natural and intrinsically connected to the notion of market freshness, the package informs the reader about the superior fresh ingredients and specific life-stage recipes.
 
“We couldn’t be more excited about the future of our company and our brands”, adds Turkington. “Subplot’s strategic thinking and their unparalleled ability to draw insightful conclusions has been such a refreshing experience. Our product can be quite technical in nature and I have to applaud the team at Subplot for always championing our consumer’s desire for simple and clear communications”.
 
“And the result of that strategic insight and that refreshing simplicity, Subplot has delivered brilliant creative: an identity and packaging system that is unlike anything in the market, and is which is so true to our values and products. We honestly couldn’t be happier”.
 
In addition to the Brand Identity and NOW FRESH and GO! Packaging, Subplot has created all Sales Collateral, Point-of-Sale, Corporate Print Materials, Consumer Hand-outs, Tradeshow Booth and Wearables. A completely new Website, designed & developed by Harv Craven Design with Subplot’s design and creative direction, will be live in the coming weeks.
Petcurean products are currently available in the majority of pet specialty stores across Canada and a growing number across the US. Petcurean products are also sold in 25 countries worldwide.
 
About Petcurean Pet Nutrition
Petcurean Pet Nutrition is a Canadian-based, family-owned company committed to selling superior quality, nutritionally-balanced pet foods choices using natural, premium and fresh ingredients. We make every decision with the best interest of dogs and cats in mind. For more information please visit www.petcurean.com
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.
09/21/2011
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September 15, 2011
Graphic Design USA Award Winner:
2011 International Year of Forests Stamp for Canada Post
09/15/2011
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by Matthew Clark
Subplot Design Inc.
First Published: July–August 2011, Applied Arts Magazine
 
“At best, the strategy is fat-fingered and awkward, brought to Frankensteinian life by the designer who, with lightning bolts of creativity, tries to make it walk and talk. But it will always be too-obvious messaging, talking in marketing sound bites and headlines; not quite human and certainly not convincing.”
 
Read Article: SubplotPOV_AAAug2011
07/16/2011
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(June 26, 2011) Presented last night at an Awards Ceremony at the Gladstone Hotel in Toronto, Canada, Design Edge Canada Magazine handed out the top design awards in the country in its Regional Design Awards.
 
Subplot Design Inc. partner, Roy White, was on hand to receive the “Best in Region: BC & Yukon” prize for Level Ground Packaging.
 
Other awards for Subplot included:
Best Packaging: Winner – Level Ground Trading
Best Identity: Winner – Level Ground Trading
Best Misc: Winner – Subplot 2010 Xmas card
Best Misc: Finalist – Mayfair Style Coach Business Cards
 
A huge thank-you to all our fabulous clients who trust us with their brands!
06/29/2011
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by Matthew Clark
Subplot Design Inc.
First Published: June 2011, Applied Arts Magazine
 
“Designers, listen up: You can sell logos, packaging and print collateral with little more than stick drawings. Give yourself more time for thinking, and far less time for dressing up thin ideas in computer comps and oh-so-slick 3D simulations.”
 
Read Article: SubplotPOV_June2011
06/02/2011
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Forest, Ontario (April 26, 2011) – Timed with Earth Day celebrations around the globe, Canada Post issued a special collector’s edition stamp to celebrate the UN’s International Year of Forests. Designed by Vancouver’s Subplot Design Inc., the stamp celebrates the complexity of Canada’s forests and ecosystems, and was released to the public on April 22, 2011.
 
According to Danielle Trottier, Stamp Design Manager for the issue, “Forests in Canada was such an all-encompassing topic that there was a risk of over-utilizing the factual information and environmental warnings to the point that we literally could no longer see the forests for the trees. This design provided not only an intellectual reminder of the importance, economically, culturally and environmentally, of the forest riches we are privileged to have, but is also a moving and dramatic vision of the natural wonder of the Canadian forest.”
 
UN’s International Year of Forests, launched in February during the 9th session of the United Nation’s forum on forests, seeks to “raise awareness and strengthen the sustainable forest management, conservation and sustainable development of all types of forests for the benefit of current and future generations.”
 
“One of the challenges with a topic as broad as “forests” is to bring it down to a single image that is simultaneously complex enough to be all-encompassing, and yet simple enough to be iconic and compelling”, observes Matthew Clark, Subplot Design Creative Director. “International Year of Forests is not just about “trees”, but about the complex ecosystems of flora and fauna that make up what we know as a forest”.
 
Initial research discovered that any forest ecosystem can be divided into 4 distinct layers: Emergent (above the canopy), Canopy (in the trees), Floor, and Understory (under the ground). Whereas a traditional forest landscape would be a horizontal (landscape) image, Subplot chose to create a “vertical panorama” that pans down from the sky, down the canopy and down a central tree, and right down onto the forest floor. This gave not only an opportunity to depict the vertical layers, but to create two distinct images once the stamps are separated from the souvenir sheet: one shows a dominant tree, and the other shows mushrooms and moss in the foreground.
 
The main stamp image was created by Anthony Redpath Photography, combining over 30 individual photos taken on location in the forests of North Vancouver, BC to create this dramatic image.
 
Once the main image was in place, the layers of the forest are depicted as simply as possible, with minimal writing and animal silhouettes to help tell the story of animal life at all the layers of the forest. And as an additional treat, three nocturnal animals are printed in an ink that is only visible under black light, to give collectors a special image that only they would find.
 
An Official First Day Cover envelope rounds out the story with the top nine tree types found in Canada while the Cancellation Stamp depicts a falling fir cone, the symbol of life renewal in the forest.
 
Additional images can be viewed here
 
About Subplot Design Inc.
Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.
04/27/2011
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(March 22, 2011) Level Ground Trading has had a huge year. Launched almost exactly 1 year ago, the packaging has won major awards internationally, including our “Best in Category” in the recent HOW International Awards, one of the largest competitions in the US.
 
More than design wins, the Identity & Packaging redesign has had a major impact on Level Ground’s sales in the first year. After 2 years of flat sales, Overall Sales are up 40% from the previous year, with a whopping 200% increase in Distributors, mainly from signing brand new accounts in 2010.
 
In the words of founder Hugo Ciro, the new packaging and identity “has finally given us a way to tell our story”.
 
Exciting things are coming up with new packaging for even more amazing products from Level Ground. Stay tuned!
03/23/2011
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June 7, 2010
Business in Vancouver Magazine
As part of their coverage of April’s ICOGRADA Design Week Vancouver, Business in Vancouver Magazine interviewed our client, Glen Jessup, Brand Manager of Okanagan Spring Brewery, on the “value” of design to business. Here’s what he had to say (thanks Glen!)
Download PDF: [BIV]
06/08/2010
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June 3, 2010
Link to article: [Design You Trust]
06/04/2010
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