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CW Immigration Rebrand
Project type
Brand Strategy, Creative Direction
Date
2023
Location
Mississauga, Canada.
A full rebrand for CW Immigration, a Canadian immigration consultancy looking to sharpen its identity in a crowded market. Delivered as a freelance marketing consultant in partnership with an agency team.
I led the brand strategy: defining the Hero + Caregiver archetype, articulating core values, writing the positioning statement and brand prism, developing the tone of voice, and generating the tagline territories that produced "Buddy Beyond Borders." Agency graphic designers handled logo exploration; I directed the creative brief and shaped the recommended direction with the client.
The primary logo, color palette, and tagline were all adopted — and are still in active use today as the brand's live identity, including as the hero headline on icwimmigration.com.
