Jump Around

Jump rebrands AIG to the newly envisioned Canada Guaranty, reflecting the values of “Financial Strength and Service Excellence”.

Filed under: Branding Programs, Corporate Identity — Jason Hemsworth @ 1:23 pm

Canada Guaranty is a new Canadian-owned private mortgage insurance company that was formed by a private investor group, comprised of the Ontario Teachers’ Pension Plan and National Mortgage Guaranty Holdings Inc., that acquired AIG United Guaranty Mortgage Insurance Company Canada. Their business model is designed to target lenders and brokers, offering them competitive insurance products with a commitment to superior customer service.

Canada Guaranty came to Jump with the vision to be the leading private mortgage insurer. They were looking for an identity that reflected the company’s pillars of financial strength and service excellence. To distance themselves from the unstable U.S. mortgage industry, the mandate also included conveying that the ownership of Canada Guaranty is 100% Canadian. The final logo features an expression of the Canadian flag with a subtle maple leaf spanning two vertical red columns. These columns are a representation of the two founding pillars and the glow within gives the identity a warmth and approachability. The upper case serif font brings an sense of stability to the logo, a quality that is so important for success in this industry.

After establishing the new moniker for Canada Guaranty, Jump deepened the brand identity through the development of clean and professional website complete with a mobile component that allows users to navigate their products from their handheld device. The site features a wealth of information broken into channels for the lenders, brokers and homebuyers. In preparation of the public announcement of Canada Guaranty on Apr.16th, Jump also developed the corporate stationery, marketing material, digital templates, news templates as well as the signage for the office reception area.

“Full marks to the Jump team as they delivered throughout the process and kept their word on deliverables and budget. They were a great team to work with throughout the process” said Brian Bell, VP of Marketing at Canada Guaranty.

Feeling Corporate? If so, check out the Canada Guaranty, Centre for Ethics at the University of Toronto, Maple Lake, Wayne Swadron or Tara Good Gifts.

Why You Need a New Business Card

Filed under: Corporate Identity, Kevin — Kevin Hemsworth @ 8:49 pm

Your business card can be the most important marketing tool in your arsenal. Here’s an example of why:

Earth Hour on March 28.

Filed under: Corporate Identity, Jason — Jason Hemsworth @ 5:23 pm

Earth Hour is fast approaching. Turn your lights off on Saturday March 28 from 8:30pm- 9:30pm.

WWF says “Millions of Canadians will turn off their lights on March 28th for Earth Hour in support of action on climate change. We hope to make Earth Hour even bigger this year but we need your help! Earth Hour 2008 in Toronto. Turn off your lights on Saturday March 28, 2009 at 8:30 pm. Millions of Canadians will turn off their lights on March 28th for Earth Hour in support of action on climate change. We hope to make Earth Hour even bigger this year but we need your help! Encourage your friends and family to participate. Get your business or workplace involved. And don’t stop at turning off the lights. Think about what else can be done to reduce your footprint like taking transit, unplugging unused electrical appliances and washing your clothes in cold water. The list is endless and your action will make a big difference.”

Carey Toane of Strategy Magazine says “Unless you’ve been living under a rock, there’s no need to explain that the poster to the left is the work of street artist Shepard Fairey. The “Vote Earth” concept designed for Earth Hour ‘09 is easily linked to the artist’s “Hope” portrait of Barack Obama.
Commissioned by Leo Burnett and WWF, the poster will appear in Canada in a PSA, wild posting and online as part of the first global marketing effort since Earth Hour was born in Australia three years ago, says WWF-Canada president Gerald Butts. “This is the one opportunity that citizens all over the world have to come together and say ‘We’re concerned about climate change,’” he says, adding that the goal is to get one billion participants this year. “Shepard very cleverly picked up on the ‘light switch and vote’ concept and indicated that [this] is your way of voicing your vote on climate change.”
The hope is that Fairey fans will literally steal the poster – although it’s also available for download from Wwf.ca/earthhour – and get the message to turn off their lights for one hour at 8:30 p.m. on March 28. “It’s a quintessential viral campaign,” says Butts, adding that 10 million Canadians spent an hour in the dark last year – more than any other country. ”