Fook

[1/3] This time last year, we were getting ready to launch our campaign for #WorldAIDSDay with KnowHIV, and it is still among the proudest and most meaningful work we’ve had the privilege of working on. Having the opportunity to positively impact something so important was hugely significant for us. This was a responsibility we took seriously, so we gave this project everything we had. Today in Canada, HIV is no longer front page news, and many people think it’s solved. But in fact, new diagnoses in Ontario are on the rise. There is a need to re-engage the public around HIV, and to help populations most affected by it seek testing and treatment. Our client (the Ontario HIV Treatment Network) briefed us to create phase 1 of a multi-year awareness campaign, and build a new campaign platform as the first step in a long-term plan to support priority populations and prevent HIV transmission. In this first phase, launching on World AIDS Day 2024 (Dec 1st) and running until March 2025, we wanted simply to restart the conversation, and bring HIV back to people’s attention - both in the general population, and in groups that are typically most at-risk. Working closely with many stakeholders across the sector, we had to plan, create, and execute every component of this campaign - from naming and branding, to marketing, PR, and media buying strategies. From iconic billboards, to legacy media radio, to cutting edge podcasts, our campaign reached across the province and generated over 178m impressions. Read more in bio 👉 @fookcomm #WorldAIDSDay #MadeByFook

[2/3] Our campaign strategy was simple and focused: bring HIV back to the awareness of the general population with large-scale out-of-home (OOH) advertising, and amplify that OOH message through media and influencers to reach specific communities. By boldly discussing HIV in public, we wanted to create a story worthy of discussion, and bring HIV back into the collective conscience. And by talking so publicly about such a stigmatised subject, we aimed to empower people individually. Our goal for this campaign was to deliver a clear, approachable, and simple message. It was important to avoid feeling clinical or cold, and instead resonate and remove stigma by normalising the way we spoke about HIV. We wanted a brand identity that was sensitive to the seriousness of the subject matter, but felt warm, contemporary, and accessible. We also prioritised adaptability with a visual system that easily allows other organisations or regions to join the campaign, making KnowHIV inclusive at its core. So, we developed a message that is simply how people speak, a brand identity that is inviting, human, and reassuring, and a name that is clear and encourages action. A careful balance of voice, message, and visuals gave a tone for the campaign that captures kindness, approachability, trust, empathy, and confidence. It delivers a clear and important message, while avoiding fear-mongering or alarm. Read more in bio 👉 @fookcomm #WorldAIDSDay #MadeByFook

[3/3] Generating over 178m impressions, our campaign stretched from billboards in Thunder Bay, to talks in Toronto universities. We grew awareness in the general population, while ensuring we reached specific communities. Our billboards covered 15 regions across Ontario, and included the biggest and most iconic Toronto billboard in Sankofa Square (formerly Yonge and Dundas Square). We also had digital restobar posters, wild postings, ads on Toronto’s public transit, and digital posters on Ottawa transit stops. Our carefully curated list of passionate influencers then began amplifying our message among priority populations and starting the conversation in these communities - including radio, podcasting, and live event collabs. In the media, we had coverage including CBC Metro Morning, CBC Radio Ottawa, Yahoo, and Media in Canada. This was then supported with paid social and digital ads which ensured an even wider reach for awareness, and promoted the KnowHIV.ca website resource. With this wide-range of touchpoints, we reinforced our message by reaching people multiple times and in multiple ways, making our campaign feel like an active conversation in the province. We boldly communicated a necessary HIV message at a critical time, helping to bring HIV back into the public consciousness, and delivering incredible foundations for KnowHIV to grow into the future. Read more in bio 👉 @fookcomm #WorldAIDSDay #MadeByFook

Some fresh street photography for a complete rebrand of @queenstreetwest commissioned by @fookcomm — to photograph the many moods of a street I’ve called home these past few years, and see it come to life within their new brand identity, was so fulfilling. Agency: @fookcomm Art direction: @michaelwooood Visual Identity: @mycupoftiah queenstreetwest.ca

When @fookcomm came to us with this campaign for Mister Safety Shoes, we knew we were called on to level up the production quality. Full crew, real camera and a lot of laughs. Project & BTS coming out soon!

[3/3] Our logo, connecting the “E” and “M” from Enya Mond, is a simple representation of the connection between parent and child. The logo is set in the GT Walsheim typeface, which is used across the visual identity. This typeface, along with the colour palette, was carefully selected to balance sophistication with warmth and approachability. It helps the brand feel effortlessly open, while also showing the quiet confidence and maturity expected from a high-end fashion label. And with the brand identity established, our work was only just beginning. From strategy and positioning, to branding, copywriting, imagery, website development, and print advertisements, we took the vision for Enya Mond and gave it life, establishing a brand that is clear, consistent, and authentically stands for something. It’s a brand with elegance and warmth. One that supports high-end products, while being there a community of mothers and parents that feel seen by what Enya Mond does. #MadeByFook #fashion #parents #motherhood #fashionbranding #brandingagency #branding #brandstrategy #designthinking #graphicdesign #brandidentity #instadesign #designtoronto #brandingstudio

[2/3] For us to find a meaningful position for Enya Mond, our work here started by defining a clear vision and strategy. With insights their team had already gathered, plus work from our side to deepen our own understanding of the industry and the experiences of motherhood, we started to shape a value proposition to give direction to the brand. We articulated the vision - a brand built around an authentic understanding of the experience of mothers - and used that as our anchor. We channelled the vision into a tagline that perfectly captures everything we wanted Enya Mond to be: “You’re a mother, but you’re still you.” This simple line was then supported with a visual identity that effortlessly carried that sentiment while portraying a sophisticated fashion brand. #MadeByFook #fashion #parents #motherhood #fashionbranding #brandingagency #branding #brandstrategy #designthinking #graphicdesign #brandidentity #instadesign #designtoronto #brandingstudio

[1/3] Enya Mond is a Canadian brand making luxury parenting bags that combine fashion and function, in an industry which is usually only about the latter. Inspired by the founder’s own challenging experience of becoming a mom, which saw her (and many others she knew) grapple with keeping her identity, Enya Mond is all about supporting the journey of motherhood with products that help moms be moms, and also themselves. Their team came to us with a beautiful line-up of bags that were already very well received, and now they were ready to focus on branding. Our job was to establish a brand that balanced the elegance of high quality fashion, with the empathy of understanding the needs and experiences of their customers. #MadeByFook #fashion #parents #motherhood #fashionbranding #brandingagency #branding #brandstrategy #designthinking #graphicdesign #brandidentity #instadesign #designtoronto #brandingstudio

[3/3] With the groundwork done on the visual identity, the priority for website design explorations was simplicity. Nothing flashy - just clean, precise, and tasteful, with a robust presentation of work. We iterated through design concepts with Thornberg, searching for better ways to be impactful and dynamic in how their client projects were displayed. We wanted design, imagery, and writing to all pull in the same direction, balancing approachability with a seriousness around the creative work. Importantly, from a navigation perspective, we needed to allow plenty of room for Thornberg to fully unpack their creative process behind each project, without overwhelming the viewer with information. So we structured the website to present layers of information, that could be browsed with progressing levels of detail. #graphicdesign #webdevelopment #webdesign #marketingagency #copywriting #visualidentity #torontodesign

[2/3] In evolving the visual identity, approachability combined with professionalism inspired our choice of the Haffer typeface to lead the (semi) rebrand. It's ability to convey details with clarity, but also communicate with levity and confidence, made it an ideal candidate for an agency that wanted to say “we don’t take our work lightly, but also don’t take ourselves too seriously.” We pitched our ideas for the updated visual identity by bringing it to life in a range of applications, giving a clear impression of how our work would translate in the real world. After a bit more collaboration and iteration, we eventually had the foundations ready to begin designing a website that felt authentically Thornberg & Forester. #graphicdesign #webdevelopment #webdesign #marketingagency #branding #visualidentity #torontodesign

[1/3] Thornberg & Forester is a New York-based creative agency, and we teamed up with them to explore a new direction for their website. Having not updated their site in a while, the key challenge here was making sure their online presence accurately represented who they are today. And while a refreshed website was the ultimate goal of our collaboration, we first explored the visual identity to make sure the brand's core ingredients gave us the right foundations to reflect the company properly. Aiming to portray the right balance between being serious about work, and also fun to work with, we worked with Thornberg to evolve the visual identity (and not totally reinvent it). #graphicdesign #webdevelopment #webdesign #marketingagency #branding #visualidentity #torontodesign

Behind the scenes of our photo and video shoot for @enyamond 📸 After months of strategy and branding work, this production was one of the final pieces of the puzzle for the launch of the Enya Mond rebrand. We’ll be sharing more from this project soon, but head to our bio to read more about how we helped make Enya Mond happen 👉 #MadeByFook #fashionbrand #parenting #brandingagency #branding #brandstrategy #photography #video #videoproduction #brandidentity #videography #brandingstudio