WtC (Waking the unConscious)
What is Waking the unConscious? WtC is a highly data-driven organization that focuses on closing the knowledge and action gaps in the intentionally ignored areas of the DEI space. The foundation of all of their decisions and recommendations is through the data they collect and analyze from organizations and communities that they collaborate with. By using data to create better systems and an understanding for historically marginalized groups, WtC aims to expand improvements beyond our workspaces and institutions into all facets of daily life.
The Challenge. How do you take on the culmination of one extraordinary man’s 70+ years of work? Refresh and modernize the work’s concepts. Make them relevant in the 21st century. Grow perspectives and opportunities to develop a platform that addresses one of the most challenging, pernicious concepts within society — all while proposing a unique, positive method of addressing the seemingly inescapable construct it has created. By providing clarity to the dynamics of power structures that have been based in devaluing one group to the benefit of another, thus providing hope in a place where despair has historically been dominant.
The Approach. You have to see yourself and understand the challenge to change it. We wanted as many people as possible to see themselves, their family members, friends, colleagues and fellow members of society in a way that reminded them of their connection to the true possibilities for positive change and action in the DEI space. Because the data analysis and session work is customized for each client, we had to find the right combinations of imagery and words to clarify a complex offering of services — providing potential clients with a variety of opportunities to understand and address societies most complex issues. The value of having a team of people with vast and varied intersectional lived experiences and lenses allowed us to use storytelling as the basis of presenting and expressing these diverse offerings, highlighting resolution and action as a way to successfully address individual behavioural changes in people and culture within organizations.
Because I Am A Girl (BIAAG)
What is BIAAG? BIAAG is an ongoing global awareness and fundraising program originally developed by Plan Canada. It is rooted in the simple idea that girls have the power to change the world. BIAAG focuses on the ability of girls in developing countries to enrich their communities beyond cultural expectations — creating greater social and economic growth.
The Challenge. Plan wanted to find a way to increase donor support for initiatives that would champion and inspire these girls where they live. This meant finding a way to speak to potential and current donors that avoided the standard “flies on eyes” approach by going a more inpirational route. BIAAG was to become a rallying cry of sorts that would help to reinforce what girls around the world are capable of.
The Approach. Tasked with the art direction and design of the campaign, the materials had to appeal to woman and girls without alienating men. The final look leaned heavily on pink and black — contrasting hard and soft. This big, bold design was reminiscent of guerilla style posters that could grab attention in everything from wild postings to billboards, transit dominations to digital use. The BIAAG campain proved to be so successful that it garnered 2 CASSIE awards and was picked up and adapted internationally.
WtC Technology
What is WtC Tech? WtC Tech is a new and innovative start-up in the AI tech space. By partnering with one of Canada’s most prestigious and oldest Universities, they will be working on an extensive research and software development project. A project that focuses on evidence based measurement tools, via their elite research team, and the building of a cutting edge XR/AI SAAS software platform — using transformational learning systems to create cultural change within people and organizations. The goal of this research is to track and identify the “aha moment” of when a transformation of human behaviour occurs. A transformation that forever changes how one sees, approaches and addresses everything in society.
The Challenge. Launching a new academic research project linked to cutting edge software can be difficult to explain to most people at a quick glance. Not to mention making the mandate easily comprehensible. How do you create a brand name and visually translate something educational and technical in a way that inspires excitement? Excitement at the possibilities for change within a complicated, deeply divisive social construct filled with nuance, layers, and a vast array of scenarios and experiences to be explored. All while showcasing the research and technology mandate as a beacon for the change we all want to see in this world?
The Approach. Using the client’s goal of wanting to inspire, encourage, shock and evoke the urgency of asking someone to take a challenge — we needed one word that could do all of those things as soon as you see it. Distilling what we intend to ask of someone is what that one word needed to imply. That word had to be universal for a global understanding of what that work means, stands for and requests of everyone. From that word — the visual impact and human connection to the word would need to equally inspire, connect and clarify the implications and possibly that this project can offer while addressing over-arching societal changes and transformation. The debut of that one word now informs it all — WAKE^