› Brand Strategy
› Creative Direction
› Identity Standards

Reclaiming Baggage

For 45 years, Baxter Media has been at the heart of the Canadian Travel industry. But as times changed they found themselves in a publishing business, serving a travel industry that had seen massive disruption in the digital age. In this climate of change, the third generation of Baxters where preparing to take the helm and recognized the need to reposition themselves for the future to ensure they maintain their place at the heart of the Canadian Travel industry.

As the creative lead, I lead and participated in a number of stakeholder interviews and town halls with employees of all levels. I lead discussions and designed exercises to compile the information needed to fully understand their business. We than distilled all that we heard and reintroduce the executive team at Baxter Media to what made them unique.

I lead and directed a team of writers and designers, to articulate a clear vision for Baxter Media. We created a voice and tone for the brand as well as the visual language to help propel the company for the next generation.