Celebrating Community Through Thoughtful Merch
Objective:
Create a memorable branded experience for Northwestel to celebrate National Indigenous Peoples Day. The goal was to develop something that felt authentic to the communities they serve, while offering recipients a useful keepsake they would genuinely appreciate and use.
Strategy:
Instead of traditional branded merch, we chose an item that was unexpected, engaging, and connected to the outdoor lifestyle many recipients enjoy. Thoughtful customization transformed a practical item into something with greater meaning, while multiple artwork options added a collectible element and allowed the design to better reflect the spirit of the occasion.
Results:
The final pieces featured a custom fishing lure with a barbless hook, supporting responsible fishing practices while delivering a functional, high-quality giveaway. Three unique print designs gave recipients a choice and created a limited-edition feel, helping the merch stand out while strengthening Northwestel’s connection to the communities it serves.
Project Leads:
Kelly Tran, B.Sc, MAS, FAM Certified
Promotional Marketing Consultant
