OVERVIEW: In 2024, PC Masterbrand underwent a design evolution aimed at unifying its presence across all its business units. Partnering with Zulu Alpha Kilo as the external design agency, the Loblaw Agency team was responsible for applying and executing the new brand guidelines across multiple channels during the roll-out. The goal was to establish a cohesive design system that reduced fragmentation, streamlined messaging, and elevated brand impact.
The initiative was structured in two phases. Phase 1 focused on immediate implementation: standardizing logo usage, font weighting, and layout applications, while retiring outdated Masterbrand elements to ensure consistency across communications. Phase 2 was designed as a longer-term effort: building deeper integration of the new system into each business unit’s campaigns throughout 2025 and beyond.
To support the internal launch of this new direction, I led the design and art direction for a comprehensive launch event in Summer 2024. Deliverables included a sizzle reel, large-scale signage across three head office and satellite locations, game activation materials for launch day, divisional creative for PC Optimum email and digital communications, and branded swag for colleagues. This work played a key role in generating excitement, ensuring alignment, and laying the foundation for consistent brand expression moving forward.
| Category | Campaign + Activation | Skills | Art Direction, Cross-Functional Collaboration
| Tools Used | Illustrator, InDesign
| Tools Used | Illustrator, InDesign
Atrium Signage
Launch Event Signage
To showcase the breadth of Business Units (Optimum, Health, Financial, Express, and Food) under the PC Masterbrand umbrella, the summer launch event featured a series of interactive games and experiences designed to engage colleagues. Partnering with a game rental company, we wrapped the installations in the bold new branding, highlighting the signature PC Red, the “cookie dough” thread element, and the hero tagline “Possible Lives Here.” The event drew thousands of employees over the week-long activation and successfully introduced the refreshed brand system, which continues to inform design applications across the organization today.
