This is what we do

We grow brands

The difference between the brand you have
and the brand you want?

Scale.

Nothing in the world is more dangerous than a good story. It’s the ultimate IT.

Banking

ING Direct

Online bank (CAN + USA) Acquired by Scotiabank, now called Tangerine.
Meridian

Canada’s second largest credit union wanted to be first.
Zag Bank

Zag Bank was a Canadian direct bank owned by Desjardins Group. Desjardins announced the winding down of operations for Zag Bank in 2019.

Investing

Behave Technologies

Good wealth advisors help their clients make good investment decisions. By using modularized behavioral intelligence technologies that enable people to understand why they do what they do Behave is changing the face of investing by giving investors access to their unconscious biases.
True Colors

Every investor loves zeros. The right zeros in the right place. But are all zeros the same? Sure, some will tell you that money is money. Should you listen to those people? No, listen to your conscience instead.
Next time you choose an investment let your values have their say. Vote your hopes and choose zeros that are right for you.
Share Builder

ShareBuilder is a USA fractional investing brand.The New York City campaign included TV, a Times Square video screen, taxi cab screens, living window displays at Rockefeller Plaza and an online campaign.
The campaign generated a 46% lift in expected new account openings.
Noriba

A Goldman Sachs report estimated that by 2075, five of the world’s 10 largest economies – India, Indonesia, Nigeria, Pakistan and Egypt – will have Muslim populations amounting to more than 850 million people. As the population rises, so does its demand for financial products. We gave USA brand Noriba Investing a powerful promise.

FinTech

Paybright

Canada's leading installment ‘buy now pay later’ payment platform was acquired by Affirm for $400 million.
Borrowell

Dedicated to making financial stability possible for everyone. Borrowell is Canada’s #1 credit score brand.
Fund Through

Fundthrough helps small business owners navigate their cash flow challenges with by accessing the working capital in their unpaid invoices.

B2B

Sussman Corporate Cyber Security

This is not a good time to have average cybersecurity. Companies need real security. Not just to protect what they have, but to grow their business. Sussman calls this Securenomics. It’s why global corporations call on Sussman.
D+H

Financial technology solutions for banks and credit unions In 2017, D+H was acquired for $4.8 billion by Vista Equity Partners, an American private equity firm.
Veriday

Veriday is a customer engagement and financial services technology company specializing in products and solutions that transform customer experiences.
Celero

Celero connects banking systems with other technologies to accelerate digital transformation initiatives for Credit Unions.
Fundserv

Fundserv connects the Canadian investment industry through reliable technology services that enable secure and automated transaction of business on a centralized network.
Fund Through

FundThrough helps small business owners navigate their cash flow challenges with by accessing the working capital in their unpaid invoices.

Conservation

Wilder

The Wilder Institute is a leading authority on wildlife conservation, reintroducing threatened species to the wild and empowering communities to conserve their own natural resources to positively impact both nature and people.
CIFOR

The Center for International Forestry Research and World Agroforestry (CIFOR-ICRAF) unites over 800 staff in 60 countries working at the nexus of five interconnected areas where trees can make a difference; Biodiversity, Climate, Value Chains, Food, and Equity.
World Energy

World Energy is a low-carbon solutions provider focused on helping the world's leading companies make their net-zero commitments real. Their solutions Include sustainable aviation fuel, renewable diesel, and renewable naphtha, with plans to create renewable propane and green hydrogen.

Consumer Brands

We create brands

Brands are busy being born all the time.

We’ve run a nursery since 1996.

Brands are busy being born all the time.

We’ve run a nursery since 1996.

GWP named and launched Borrowell in 2014. Today 3 million Canadians trust Borrowell.
GWP launched in 1997. USA brand sold for $9B, Canadian brand sold for $3.1B.
GWP launched in 1999. First online grocery brand in North America to turn a profit.
GWP launched in 2008. Today Intact is one of the 10 largest P&C Insurance brands on the planet.
GWP created and launched Canada’s global conservation leader in 2022.
GWP launched Canada’s first national Group Insurance brand in 2022.

We name brands

Naming a brand is a sophisticated form of high level thinking. Pulling a name out of a hat only works if you’re naming a hat.

“A brand’s name is the first point of contact

between the message and the mind.”

Al Ries, Jack Trout; “Positioning. The battle for your mind.”

We name products

By the time you’re four you have a word for almost everything in your world. By the time you’re an adult many of those names are products.

A product may sit on a shelf but its name must occupy a special space in the mind of a customer. GWP named a line of Kinder Surprise toys and wrote a children’s book featuring the intrepid EcoBunnies.

The Unmortgage

ING Direct Mortgage Account
Electric Orange

ING Direct US Chequing Account
Thrive

ING Direct Canadian Chequing Account
The Streetwise Fund

ING Direct Mutual Fund
Good to Grow

Meridian High Interest Savings Account
Xpress

Celero Core Banking Platform
Xchange

Celero Integration API
Prevail

Pascal Covid Exclusive Investor Product
Think Money

Meridian Student Loan
Lion's Roar

ING Direct Employee Progam

We design logos

A brand is not a logo. Logos are badges for brands.

A good logo evokes.

It takes your mind to some wild places.

There are two sides to every story. We advocate for your side, with the truth

In 2005 the CBC locked out its employees over a salary dispute. The CBC hired us to be their voice during this difficult time.

When Bell Canada sought to acquire Astral Media their competitors, including Videotron tasked us with generating public support in the form of signatures to influence the regulator to step in. Our multimedia campaign won the day. The CRTC said ‘nay’ to Bell.

The Canadian federal public service payroll system, created by IBM, was hopelessly broken. Pay days were nightmarish. Ceridian (now DayForce) engaged in a multi year campaign targeting the government to support its case for replacing IBM. They succeeded.

McKesson Corporation delivers a third of all pharmaceuticals used in North America and employs over 51,000 employees.
When the Roche COVID data science coalition came together to accelerate impacts we helped tell that story.
When the Canadian Government was considering reforming the pharmaceutical landscape J&J Janssen wanted to make sure its side of the story got told.

We brand industry associations

How do you earn public trust when you’re the oil sands, the pipeline industry, the pharmaceutical industry?

If emotional manipulation angers people, if rhetorical persuasion strikes them as BS, and if facts and statistics feel like they can be made to do anything, including telling the truth, then how can Associations engage their target audiences?