Canadian Naval Memorial Trust
Showcasing stories that changed history
- Art Direction
- Copywriting
- Integrated Campaign
- Web Development
- Branding
- Design
- Web Design
- Media
- Social Media
Since 1983, the Canadian Naval Memorial Trust (CNMT) has worked to maintain and preserve HMCS Sackville, the last surviving Royal Navy Flower-Class Corvette. But beyond the famous ship, the Trust has the membership, expertise, artifacts and motivation to be the thoughtful stewards of Canada’s naval history. They came to us needing to show Canadians, both in the Navy and outside of it, that the work they do is as important today as it ever was. By preserving artifacts from the past, the Trust helps people understand how the Canadian Navy shaped the world we live in today.
So how did we emphasize the importance of an institution unknown to many Canadians? By building CNMT a compelling new brand identity through which they could share Canadian Navy stories that changed the course of history.
A new brand positioning, a design refresh, and a re-launch campaign with a new website helped highlight the organization’s commitment to preserving and sharing all naval stories.
These initiatives were timed to leverage the momentum of D-Day remembrance, and creative launched the week of the 80th anniversary of the Normandy landings in channels with audiences already interested in the topic, helping Canadians understand that the history we preserve is the history we remember.
While the campaign is still live in the market at the time of writing, we have seen exceptional results to date with over 15 million impressions (number of times the message has been seen). A robust multi-channel paid media campaign was activated using a highly contextual approach across TV, Prime Video, and podcasts where history and documentaries were the focal points. The branding and campaign work has been recognized with awards including Craft Copywriting, Craft Art Direction, and Integrated Campaign medals at the 2024 ICE awards, and with a 2024 Communication Art Advertising Award of Excellence. Most importantly, the work has galvanized the CNMT team, instating a renewed sense of pride and focus on the organization.
