Alentic Diagnostic Technology Biotech

Working closely with the founder and marketing team we held a number of brand strategy sessions to develop the core Alentic brand architecture. We then translated this into the identity, site and collateral to present Alentic in a consistent, credible manner. Website development included shooting various pieces of their innovative technology in order to animate the process undertaken when using the device. This appears as you scroll-through the website, creating a mini journey into the devic tech.

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United Nations Economic Development & Sustainability

The African-led Great Green Wall Initiative (GGWI), a flagship initiative of the African Union, aimed to restore the continent’s degraded landscapes and transform millions of lives by tackling the triple challenges of desertification, climate change and loss of biodiversity. The GGWI was launched in 2007 by the African Union with an initial focus in the Sahel region.

Inspired by the GGWI of the Sahel, the Southern African Development Community (SADC) initiated the GGWI in the SADC region.

Known as the Southern African Great Green Wall Initiative, General Public & Partners was engaged to work with the United Nations, SADC, African Union, African Development Bank and others to develop the new initiative’s brand.

Coordinating with multiple international partners and stakeholders, we developed the entire brand identity for the initiative. Included in the original brief was that the new brand be connected to the original GGW in some way. The new brand was launched at COP in Riyadh on December 4, 2024. The work included master and secondary logos, applications, video as well as communications planning counsel.

Innovasea Boston, Rhode Island, Panama, Mexico & Halifax

A pioneer of open ocean aquaculture, Innovasea offers a complete solution for data-driven fish farming and fish tracking. We were engaged to produce a marketing video to highlight the expertise of Innovasea, which took us on shoots to Rhode Island, Panama and Mexico, using a combination of underwater, aerials and surface footage to showcase Innovasea’s egg-to-harvest capability. General Public & Partners has continued its collaboration producing a range of content assets, including bilingual brochures, tradeshow backdrops, infographics, multiple animations and videos, and identity design, as well as product strategy for renaming the company’s expanded sensor line.

BlueGrid Clean Tech

In preparation to launch a new service offering in the marine electrification space, Rimot needed to build a new brand that leveraged the equity they had established in other areas but clearly identified the unique identity. We worked closely with the leadership to develop the  brand architecture and name of BlueGrid, as well as its sub-brands, BlueGrid Insights and BlueGrid Operations. In addition, we produced a launch video to support the public reveal of BlueGrid at the Smart Energy Conference.

Proteoform Scientific Biotech

General Public was engaged by Proteoform Scientific to establish its brand before going to market. As a unique B2B start-up, Proteoform Scientific needed a brand positioning as well as range of brand elements and collateral. With experience in both the biotech and biomedical fields, and working closely with the President and investment team, General Public created the brand, identity, videos, website (with e-commerce capability) and unique, specialized packaging in a timely and efficient manner. This efficiency and understanding of the start-up environment allowed General Public to deliver a comprehensive package of assets for the launch of Proteoform Scientific to the market.

SeaChange Biochemistry Green Chemistry

Following an initial engagement to create a marketing video as part of Invest Nova Scotia’s DMAD Seafood cohort, Seachange Biochemistry engaged us to develop their identity. Building on an existing brand strategy, we created a bold, impactful logo that reflects the company’s personality of being curious, practical, adventurous, optimistic and resourceful. We then applied that to a range of collateral assets, including a brochure and fact sheets, and developed a website targeted to potential investors.

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Invest NS Food & Beverage

In the spring of 2022, we were engaged by Nova Scotia Business Inc to produce a video series focused on the Agrifood sector. The Digital Media Asset Development Program was a COVID-response tool designed to support small to medium-sized companies with export potential, giving them opportunities to attract and engage prospects when travel and in-person meetings were restricted.

Airesun Technologies Clean Tech

Having met Airesun during one of the DMAD video series for Invest Nova Scotia, we started working with them to build their brand strategy, design and new identity and collateral, and develop a marketing and communications strategy to promote its unique technology and service offering to a global market.

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Better Safety Better Care Seniors & Long term Care, Workplace Safety

Commissioned in August 2023 and launched in February 2024, Better Safety Better Care was a campaign targeting workers in the long term care and home care workers, clients and families to help reduce the number of workplace injuries experienced in these sectors.

We were engaged as the creative agency for this campaign, responsible for the development of the campaign idea and slogan, identity design, copywriting, and collateral design. This included video, radio, newspaper, print, digital, swag and website development.

safecareconnection.ca

As well as the public facing campaign website, we created a second website – the Leader Safety Playbook – designed for healthcare leaders and providing access to the latest resources to develop a more effective safety culture in their organizations.

playbook.awarens.ca

In addition to the creative and content development, we worked with our media partner to develop a comprehensive media plan and buy that had the campaign in market for a 5 week period.

Invest NS Manufacturing

From the winter of 2023, we were engaged by Invest Nova Scotia to produce a video series focused on the Manufacturing sector. The Digital Media Asset Development Program was a COVID-response tool designed to support small to medium-sized companies with export potential, giving them opportunities to attract and engage prospects when travel and in-person meetings were restricted.

One Person One Record Health Tech

Facing a need to communicate the implementation and rollout of a clinical information system throughout Nova Scotia’s healthcare system, One Person One Record needed an identity and an informational website to help educate healthcare providers about what will be taking place and how it will affect them.

Halifax Regional Municipality Government

Since 2023, we have been a preferred supplier to HRM undertaking a wide range of video and photography projects. These have included an anti-aggression campaign for HRM Transit, multiple drone flights mapping areas of the city identified for potential future development and to highlight enhancements made along transit corridor routes, and a series of videos showcasing the work of the municipal Planning and Development team and its focus on establishing complete communities and developing plans for urban, suburban and rural growth.

We have been engaged to document the transformation of the Cogswell District, through timelapse videos of the demolition phase and drone flyovers to highlight the new features being built in the area.

We have also continued to capture still images from a wide variety of locations across the region to highlight infrastructure development and build HRM’s photo archive.

Threads of Life NGO

We were engaged in 2023 by Threads of Life in Ontario to develop a marketing campaign to raise awareness of their services to individuals and families who have suffered from a workplace injury or fatality. The goals were to generate increased enrolment in their programs and increased website visits.

We developed a comprehensive marketing strategy which led to an initial focus on increasing recognition in two markets – Saskatchewan and Manitoba. Working with our media partner, we created a campaign plan incorporating a blend of radio and digital ads plus social posts, targeting communities with a connection to industrial sectors with a higher prevalence of workplace injury. As well as developing the strategy and marketing plan, we created all of the campaign assets, comprising radio, video and digital content.

The SK and MB campaigns generated increased registrations in the Families Connect program and an increased traffic to the Threads of Life website. As a result, we were engaged to develop a campaign for the Ontario market in 2024, targeting individuals and family members as well as unions and physiotherapists who may have clients facing the impact of a workplace injury or fatality. As well as creating additional radio spots, we developed print and digital collateral to feature in magazines, newsletters and digital screens.

NS Provincial Housing Agency Government

Faced with a ministerial mandate to amalgamate multiple regional housing offices into one provincial organization, we were engaged by Davis Pier to lead the naming, branding and identity design for the new entity. Following extensive staff engagement, we landed on the Nova Scotia Provincial Housing Agency then led the  team through the identity design and development of collateral.

ISANS NGO

Initially engaged to support a refresh of the ISANS brand identity, our work has extended to include the design of the new corporate website, creating video content to promote the settlement services to newcomers, and producing a range of digital and print collateral to support multiple programs and initiatives.

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Aga Khan Development Network Ottawa, Washington DC, Central Asia

Aga Khan Foundation Canada (AKFC) is a non-profit international development agency, working in Asia and Africa to find sustainable solutions to the complex problems causing global poverty. AKFC concentrates on development challenges in health, education, economic inclusion, food security, gender equality, and civil society.

The Partnership for Advancing Human Development in Africa and Asia (PAHDAA) is an AKFC program, undertaken in partnership with the Government of Canada. The objective was to showcase the impact of the program and to communicate how PAHDAA has improved lives around the world. It is a $100-million initiative to strengthen systems of health and education, support civil society organizations, bolster partnerships between higher education institutions in Canada and the developing world, and engage Canadians in global issues.

The program drew to a close in 2017 and has benefitted more than a million people. General Public created the 1 Million Lives Unlocked digital impact report. This included developing the communication plan, strategy, the creative concept and theme, identity, website design and development and print report.

We revisited the Central Asia content in 2021, designing a presentation deck to engage senior Government decision makers telling the story of the positive impacts achieved in Afghanistan, and social content for the Forward Together campaign.

Genome Atlantic Canada-wide

General Public & Partners began providing strategic counsel to Genome Atlantic in 2019 with a focus on getting maximum value from content distributed on social channels. A shift in strategy to prioritising LinkedIn gained significant engagement in target sectors. The emergence of COVID-19 provided an opportunity to highlight the value of genomes in pandemic monitoring & vaccine development. The videos – also produced in French for Genome Quebec – received considerable media attention. We are currently providing strategy and design for a new website, as well as production for a feature video on eDNA.

NS Department of Agriculture Government

Communications Nova Scotia approached us to devise a social media video campaign to help promote careers in agriculture to youth aged 14-18. After capturing first hand perspectives from youth in focus groups, we cast Emily and Atlas to be our roving ‘Farmfluencers’ checking out interesting uses of technology from robotic milking and drones to hydroponic farming in a shipping container.

Saint Mary’s University Student Recruitment

We were selected to create a new virtual tour for prospective students considering SMU. The engagement involved website design, creation of video, photography and 360 interactive experiences, and the build of the website.

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Breastfeeding Committee for Canada Canada-wide

Our work with the Breastfeeding Committee for Canada began with a brand positioning and identity refresh, followed by the creation of a comprehensive brand book, communications strategy and plan, and a complete redesign of the website. Over the course of 12 months, we guided in the establishment of a brand architecture that hadn’t previously existed, and provided them with the identity, language and tools to generate more effective engagement with their key audiences.

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Perennia Aquaculture

We were initially engaged by Perennia to create a series of videos for the Nova Scotia Department of Fisheries and Aquaculture to highlight the role that Government played through enhancing the regulatory framework to create the conditions for a sustainable and thriving aquaculture sector in the province. Following the creation of the strategy and execution of this five film series, we developed infographic animations to highlight the license application process and are currently created a digital sustainability report to highlight the work of NSDFA.

Dallaire Institute for Children, Peace & Security NGO

We worked with the Romeo Dallaire Child Soldier Initiative on a number of campaigns and initiatives. These included both traditional and digital media and media specific to the environments/situations in which the message needed to be delivered – for example a deck of playing cards, as soldiers tended to play cards in their down time. The objective of the Not My War public advocacy campaign was to recognize the international day to stop the use of child soldiers. The objective of the Weapons of War campaign was to raise awareness about the large number of roles child soldiers undertake across the globe and break the common belief that all child soldiers carry guns.

Nova Scotia Balsam Fir Company Province-wide

The Atlantic Canada Balsam Fir Partnership brings together decades of sales and export experience with millions of trees and products shipped worldwide. It is a newly formed alliance of major exporters operating under a strict set of standards to bring quality and consistency to the marketplace. The partnership required both a new name and a new brand identity to help put the Nova Scotia Balsam Fir on the world map. General Public developed the name, identity, brand and web guidelines, templates as well as strategic and branding counsel.

Nova Scotia Start Government

Needing to differentiate from other immigration support services, we worked with Nova Scotia Start to build a comprehensive brand strategy and positioning. This informed the creation of a new identity and the design and build of an updated website.

Heating Assistance Rebate Program (HARP) Government

The Heating Assistance Rebate Program (HARP) helps lower-income Nova Scotians with the cost of home heating. Working with Communications Nova Scotia we developed the creative concepts and assets for the launch and ongoing campaign. The campaign has evolved over the past few years from initially focusing on online registration to updating residents on the HARP program in general. The work has included print for newspapers, video for in-store screens as well as a variety of digital and social elements.

GEM Retirement Living Senior Living

Working with Jive Photographic, General Public developed a campaign for GEM Retirement Living. The key insight behind the campaign lay in the fact that retirement isn’t the end of your life story. Rather, it is just another chapter in an already rich and fulfilling life. With this in mind the campaign focused on current GEM residents as they shared their rich life stories and how that rich life is continuing at the many GEM residences. Comprehensive interviews were carried out with selected residents to help craft and hone their experiences for the videos. A number of videos were produced featuring the residents, with each telling their story in a very simple way – with the focus entirely on them. Complementing the campaign was a microsite landing page to help prospective residents and family members discover what GEM has to offer.

Nimidiwin Live Event

Regional Chief Morley Googoo, Assembly of First Nations Regional Chief for Nova Scotia and Newfoundland in conjunction with Canadian Heritage came together at the end of 2017 to create a beautiful production of Indigenous Dance and Song entitled Nimidiwin. The event took place at the Canadian Museum of History in Gatineau on December 31st.  Through live song and dance, a story that explored Indigenous culture from coast to coast to coast was told.

Five animated vignettes were used during the event to tell the story between individual performances. The vignettes depicted an eagle that travels across Turtle Island and shares introductions to the culture of song and dance of the First Peoples. After each vignette, live performers took to the stage and the story unfolded.  The final vignette brings hope for the future and introduced a beautiful finale.