Canadian Rangeland branded content
Canadian Rangeland Bison
This is an ongoing project for Canadian Rangeland Bison & Elk Inc., as directed and designed by Johanna Lunzmann presently.
Canadian Rangeland Bison is a bison and elk meat wholesaler, established in 1998. My main focus was to develop brand awareness, as this company has been around for 20+ years and had inconsistent or no on brand marketing collateral, leaving the customers and consumers guessing.
After the company received a rebrand in the spring of 2020, I was able to build the brand from the new logo, brand identity, and guides. I first began by establishing the types of audiences I would be designing for; producers (the farmers), customers, consumers (the individuals consuming the product). Once I understood each audience I could build marketing materials that catered to each respectfully.
The goal of this project is to foster brand consistency, to help develop brand awareness and drive sales. Keeping in mind that particular audiences used different channels to meet their needs.
There are many facets to this project and the materials needed continue to grow and change to meet marketing needs. Using the established visual identity to create marketing collateral including but not limited to:
specification sheets, for customers to understand the products
print marketing content (postcards, posters, flyers), for customers to better educate their consumers
product catalog, for customers to easily find the product they need
social media management, focusing on connecting the producers to the consumer
website blog management, to educate the consumer on the product