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WHAT IF?


LET’S MAKE IT HAPPEN.

So you need stuff to happen. Get that sales chart moving north-east. Figure out
why nobody has heard of your new ‘this-will-change-the-world’ service. Maybe
just understand how to get your insanely great little company to stand out in
the big bad digital world. You want it to be great, and you want to work with
people who are as passionate as you are. And you want it to happen now. Let’s
talk…we love solving problems, brainstorming strategies, and creating powerful
new ideas to make things happen.


LATEST & GREATEST




Tech is transformative, reshaping how we live and work while creating limitless
opportunities for economic and career growth. In Newfoundland and Labrador, the
tech sector generates over a billion dollars a year and employs thousands. It’s
vital to foster its growth for future community development.

In February 2023, with significant funding from the Government of Canada’s
Sectoral Workforce Solutions Program, techNL announced a groundbreaking
initiative: “Find Your Future in Tech” (FYF). This program offers over 3,000
fully-funded tech-based learning opportunities in partnership with 16 education
and training organizations. With a focus on diversity, FYF encourages enrollment
of equity-priority groups (Indigenous peoples, women, persons with disabilities,
racialized people, and 2SLGBTQIA+). Additionally, the funding supports a
marketing campaign to raise awareness about NL’s tech sector and its
opportunities.

To ensure the campaign resonated, we conducted 1:1 interviews and stakeholder
sessions with students, career pivoters, and tech educators. We discovered many
misconceptions about working in tech, especially in a male-dominated industry.
Our goal was to highlight that there’s a place for everyone in NL’s world-class
tech community through a campaign celebrating the vibrant and successful tech
ecosystem, attracting a dynamic pipeline of local talent.


SOME OF OUR WORK



Canada’s largest celebration of sport is coming to St. John’s in the summer of
2025. As Canada’s largest multi-sport event, this will be a significant occasion
for the city and province. In 2022, we started working with the 2025 Canada
Games Host Society to create a logo and visual identity that capture the spirit
of Newfoundland & Labrador and the Canada Games. Reflecting the natural geology
of our jagged coastline, famous architecture, and the shared flames of
competition, goodwill, and passion, this youth-led design celebrates the vibrant
welcome that awaits every participant of the St. John’s 2025 Canada Games.





Idea Factory was excited to be tasked with developing the branding for St.
John’s’ first East Coast Hockey League team. That excitement turned to immense
pride when the Growlers logo was named the Best New Sports Logo of 2018 by
sportslogos.net. The award-winning logo is visually compelling, but what is most
interesting about it is the story behind its inspiration—a story that is 100%
homegrown.



During the creative process, a team member stumbled upon an image of Sable
Chief, a Newfoundland dog that served as the mascot of the Newfoundland Regiment
during World War I, with his handler, Pte. Hazen Frazier. This image not only
resonated with our province’s history but also symbolized the bravery and
sacrifice of the resilient young Newfoundlanders who fought during that time. It
immediately became the inspiration for the Growlers’ identity. The vintage feel
of the Regiment uniform, along with the tones within the material complementing
the dog’s dark hues, formed the foundation of our color palette.



Strength, resilience, and loyalty are what the Growlers stand for, embodying the
same qualities cherished by Newfoundlanders and Labradorians everywhere.





Idea Factory teamed up with Coast Tire, one of the largest tire and auto service
chains in the Maritimes, in 2019. Since then, our collaboration has spanned
several areas, including social presence, in-store promotions, digital ads for
Tire Blitzes, and email marketing.



Since partnering, Coast Tire has experienced impressive social growth, with a
264% increase in reach and a 155% increase in post engagements. Coast Tire’s
audience is growing and dedicated, with 8.3K Facebook page likes, 5.7K Instagram
followers, and strong social sentiment.





It’s not every day you get to partner with a Newfoundland legend – and in 2023,
we did just that. Celebrating its 130th year, the India Beer brand boasts a
strong legacy in the province. Despite limited marketing, sales have been
steadily growing year after year, demonstrating organic growth and brand
loyalty. To sustain this positive momentum, Molson Coors aimed to increase
investment in marketing to attract new India drinkers, while remaining true to
their local roots. Since the brand team is based on the mainland, they were
seeking a local marketing partner with a deep understanding of the community to
drive social media efforts and provide local marketing support.



Our approach involved participating in local Newfoundland culture and
highlighting the history of NL and India Beer to spark engagement and
conversation about the brand on social media. We collaborated with local
companies such as Leaman Signs, Relic, the Newfoundland Growlers, and the SPCA
to strengthen community ties. Additionally, we kept India’s audience informed
about retail promotions and provided opportunities for them to win freebies. By
capturing the brand’s spirit through photos, we emphasized the brand truth:
India belongs everywhere, no matter what you’re doing, where you go, what you
wear, or who you’re with.





In Newfoundland and Labrador, nearly half of the general public (47%) believe
they have a good understanding of what it means to live with a disability.
However, only a small portion of persons with disabilities (13%) feel that the
general public truly grasps their experience. There’s clearly a disconnect.

We wanted to challenge assumptions about disability in Newfoundland and Labrador
by showcasing the distinctly ordinary people who make up the disability
community. Only when we can see the person can we break down the barriers that
keep us apart.



We developed a public awareness campaign featuring Canadian cultural icon,
actor, writer, and comedian Mary Walsh, having a chat with individuals living
with disabilities to share the barriers they face in everyday life. The key
message was: “Disability is a distinctly normal part of Newfoundland and
Labrador society. Only when we can see the person can we all break down the
barriers that keep us apart.” The integrated media campaign used a blend of
traditional and digital channels to raise general awareness of the barriers
faced by people with disabilities in the province. The overarching goal was to
foster awareness and conversation, which was successfully achieved with high
engagement and website traffic.





As the only facility in the province offering radiation therapy, Dr. H. Bliss
Murphy Cancer Centre has provided committed care and dedicated support to
thousands of cancer patients in Newfoundland and Labrador since its opening in
1994. As cancer rates continued to increase at an alarming pace over the years,
it became clear that the existing facility would not be able to handle the
influx of new patients—1 in 2 Newfoundlanders and Labradorians, according to
statistics.



As part of a fundraising campaign for a new state-of-the-art Chemotherapy Unit
at Dr. H. Bliss Murphy Cancer Centre, Idea Factory decided to feature local
people dealing with the disease. Dispersed across digital, TV, and social
platforms, their deeply compelling interviews formed the basis of the campaign
and helped remind all Newfoundlanders and Labradorians that when it comes to
cancer, we’re in this together.



In 2020, the In This Together campaign reached its $6.5 million fundraising
goal. This success is due to compelling creative work and strong media
partnerships. The Telegram published features on our participants, while CBC
provided extensive exposure with news articles and TV spots. CBC also produced
and broadcast the video for “One Voice,” an original choral piece performed by
the NSO with Shallaway Youth Choir, Newman Sound, Lady Cove, and more. Our
partners’ generosity allowed the campaign to reach every corner of the province,
proving that when it comes to cancer, we’re in this together.





Like any good nation, Lamb’s Nation deserved an anthem. So we sent a call out
asking fans to write and record an original anthem for a chance to win $15,000
and the opportunity to perform their track live on stage during the legendary
George Street Festival. We picked our top ten and then let the fans decide on a
winner by voting online. 40,000 votes later – we had a winner.



Like any good nation, Lamb’s Nation deserved an anthem. So we sent a call out
asking fans to write and record an original anthem for a chance to win $15,000
and the opportunity to perform their track live on stage during the legendary
George Street Festival. We picked our top ten and then let the fans decide on a
winner by voting online. 40,000 votes later – we had a winner.



Like any good nation, Lamb’s Nation deserved an anthem. So we sent a call out
asking fans to write and record an original anthem for a chance to win $15,000
and the opportunity to perform their track live on stage during the legendary
George Street Festival. We picked our top ten and then let the fans decide on a
winner by voting online. 40,000 votes later – we had a winner.






A FEW OF OUR CLIENTS























OUR CAPABILITIES

A sound strategy starts with achievable objectives. Our team will challenge
traditional thinking, dig for insights, and simplify complex challenges to
positively impact your business. We’ll help you see the world through the eyes
of your customers, because it’s our job to change their behaviour to help you
meet your marketing goals.

Creativity is a powerful tool. It allows us to break down barriers, communicate
with consumers, and change behaviours. We produce work that is simple, but
smart. Our authentic, memorable, and fresh ideas tap into core human emotions to
inspire desire. We imagine, design, and execute these ideas to build businesses
and generate brand loyalty.

Why do people go to your website? How do they find you? How will they interact
with you? What do we want them do? Our process begins with a lot of questions.
From there, it’s our job to work with you to build a simple user experience (UX)
that is seamless from device to device.

Social media isn’t just about increasing ‘engagement’. It’s about building a
human conversation around meaningful content. It’s powered by insightful data
and driven by results. Starting with the development of a sound strategy, our
team will create beautiful, dynamic, and engaging content to steer the
conversation around your business.

Search is much more than just clicks and keywords. Intent and insight is what
makes it meaningful. As a Google Partner agency, we dig deep to develop powerful
strategies that will capture and influence the intent of your target audience.
Once in market, we use data from Google AdWords and Analytics to uncover key
insights that will strengthen your results.

If creativity is the engine that drives the message, then media is the road on
which the message runs. It’s built using a balanced plan that leverages the
right channels at the right time. We maintain close relationships with suppliers
across all channels to ensure you’re getting quality and value while effectivity
reaching your audience.


STRATEGY

A sound strategy starts with achievable objectives. Our team will challenge
traditional thinking, dig for insights, and simplify complex challenges to
positively impact your business. We’ll help you see the world through the eyes
of your customers, because it’s our job to change their behaviour to help you
meet your marketing goals.


CREATIVE

Creativity is a powerful tool. It allows us to break down barriers, communicate
with consumers, and change behaviours. We produce work that is simple, but
smart. Our authentic, memorable, and fresh ideas tap into core human emotions to
inspire desire. We imagine, design, and execute these ideas to build businesses
and generate brand loyalty.



WEB DESIGN & DEVELOPMENT

Why do people go to your website? How do they find you? How will they interact
with you? What do we want them do? Our process begins with a lot of questions.
From there, it’s our job to work with you to build a simple user experience (UX)
that is seamless from device to device.


SOCIAL MEDIA

Social media isn’t just about increasing ‘engagement’. It’s about building a
human conversation around meaningful content. It’s powered by insightful data
and driven by results. Starting with the development of a sound strategy, our
team will create beautiful, dynamic, and engaging content to steer the
conversation around your business.



SEARCH MARKETING

Search is much more than just clicks and keywords. Intent and insight is what
makes it meaningful. As a Google Partner agency, we dig deep to develop powerful
strategies that will capture and influence the intent of your target audience.
Once in market, we use data from Google AdWords and Analytics to uncover key
insights that will strengthen your results.


PAID MEDIA

If creativity is the engine that drives the message, then media is the road on
which the message runs. It’s built using a balanced plan that leverages the
right channels at the right time. We maintain close relationships with suppliers
across all channels to ensure you’re getting quality and value while effectivity
reaching your audience.


OUR TEAM




ADAM PUDDICOMBE

VP, Digital Strategy
Ext. 224






RUBY CAROLAN

Brand Planning Lead
Ext. 240





STEVE PENNEY

Creative Director
Ext. 230





VALERIE DONNAN

Director of Client Operations
Ext. 225





SCOTT SHANNAHAN

Systems & Production Lead





HERSH SRIVASTAVA

Digital Lead
Ext. 221




ANNA BULLOCK

Art Director
Ext. 235





GREG MERNER

Sr. Art Director
Ext. 233




SAMANTHA ALLEN

Client Success Manager
Ext. 222





JOE TANNER

Creative Content Manager
Ext. 247





BRITTANY BARRY

Digital Project Manager





CRAIG MOULTON

Creative Writer

Ext. 241





KATIE BUTT

Copywriter





EMMA PATTERSON

Digital Designer




SEAN CADIGAN

Chief Financial Officer
Ext. 237





SHARANYA KINI

Accountant
Ext. 221





ED ROCHE

CEO/Executive Creative Director & Founder
Ext. 228





Get in touch with us:
The Idea Factory
7 Plank Road, Suite 200
St. John’s, NL A1E 1H3

(709) 726-1449

gatekeeper@ifactory.ca