OVERVIEW: In response to the 2025 tariffs imposed by the United States government on select grocery and food products, Loblaw Companies Limited launched the Proudly Canadian campaign to reinforce its commitment to Canadian consumers and local suppliers. Designed to encourage Canadians to shop locally, the campaign spanned local social, digital, and in-store touch points, blending patriotic messaging with practical product support. Through thoughtful design and strategic storytelling, the campaign highlighted Canadian-made goods while reinforcing brand trust during a period of heightened geopolitical tension.
To meet aggressive timelines amid evolving tariff regulations, a dedicated task force was assembled to manage multiple competing priorities with agility. As the campaign expanded across a wide range of placements (with either patriotic or educational themes) it became clear that a comprehensive design toolkit was essential to maintain brand tone and message consistency across the enterprise. This toolkit was developed in tandem with the marketing materials being delivered to divisions during the campaign period. It included approved creative and copy direction, as well as suggested layout examples, and template files which could easily be leveraged by other creative teams as needed.
| Category | Campaign | Skills | Icon design, Signage development, Toolkit

| Tools Used | Illustrator, InDesign, Photoshop
| Tools Used | Illustrator, InDesign, Photoshop
Signage Placements
PC Optimum Toolkit Guidelines
The objective was to develop a toolkit to support the divisional rollout of exclusive offers on tariff-impacted products. In response to customer concerns around rising prices, the toolkit enables in-house divisions to promote targeted savings through a consistent visual framework, helping offset cost pressures with strategic PC Optimum offers. These include Spend & Stretch, Unit Discounts, Members-Only Pricing, and App Exclusives. The ask was to deliver a comprehensive, on-brand system that could be applied seamlessly across key touchpoints; including flyers, PDFs, shelf signage, email tiles, app placements, and social, all while maintaining urgency, clarity, and alignment against PC Optimum brand standards.
