The branding process can be as large or as small as budget, time, and initiative allow. A perfect example is our client Pink Larkin, a Halifax/Fredericton-based law firm. Aside from a number of announcements and “help wanted” ads every year, the firm never had a huge media presence, relatively speaking. But that doesn’t mean that there’s no room for fresh thinking and progressive brand-building. A new website or brand-centric ad campaign could always come in the future, but as a group we decided to start by making the most of the media they were already buying anyway. A singular, simple, engaging thought about the firm, applied to every piece of work we produced for them, could be the branding glue that begins to set them apart from the crowd. After an in-depth discovery process, we drilled down to a unique thought about Pink Larkin: as much as they were about excellence in legal work, everything they did was shaped by a desire to make a positive difference in people’s lives. They were more multidimensional than most firms in town. With that thought in mind, we developed a simple, engaging visual pneumonic, a unique tone of voice, and a consistent look for their advertising. It’s the strong branding foundation that can support innumerable future projects and growth.

A graduate of both the Film & Television and Media Copywriting programs at Toronto's Humber College, and a multi-award-winning copywriter, Brad Dykema has worked at advertising agencies across the country and beyond. Brad's career has taken him on a journey from his native Toronto's Communique Group to Vancouver's high-profile PJDDB, to Amsterdam, where he joined the ground-breaking StrawberryFrog, and then back to Canada. Throughout, Brad's work has consistently been recognized for getting clients noticed and achieving their objectives. Since settling in Halifax, he has established himself as one of the region's most award-winning copywriters, collecting dozens of Ice Awards for work done at trampoline, Extreme and Colour. The extensive list of clients Brad has worked on includes notables such as Nova Scotia Tourism, New Brunswick Government, Microsoft, Sun-Rype, Alexander Keith's, McDonald's, Telus, Credit Suisse, Atlantic Lottery, EastLink, Workers' Compensation Board, and Aliant. His work has been recognized with an impressive list of awards from Marketing, Bessies, New York Festivals, ICE Awards, Extra Awards, Advertising and Design, London International Advertising Awards, Archive Magazine, Applied Arts and more.