Vertex Awards 2019: SILVER WINNERS

NOMA Advanced

  • RETAILER: Canadian Tire
  • COUNTRY: Canada
  • CATEGORY: B2. Redesigned Brand
  • AGENCY: St. Joseph Communications Content Group

CREDITS:

  • Agency: St. Joseph Communications Content Group
  • Designer (SJC): John Shanks
  • Creative Director (SJC): Dennis Benoit
  • Account Director (SJC): Bryan Raymond
  • Brand Manager (Canadian Tire): Crystal Caughill

SUMMARY:
The NOMA brand is Canadian Tire’s reference brand for electric lighting and home comfort, and NOMA Advanced was created to take the brand to the next level with a range of premium quality, innovative products. The brand’s design needed to reflect the elevated offering. It needed to evolve while maintaining some of its recognized and familiar equity. The tried-and-true clean architecture has been maintained while incorporating refinements in color palettes, font selection, technical illustration styles and iconography. Photography has a certain elegance yet it is spontaneous and minimally staged. This is a great example of a design evolving in step with the brand it represents.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.