VISUAL IDENTITY
Agency: Creative Currency
Role: Art Direction | Design Strategy | Illustration
Nova Scotia Loyal
The Government of Nova Scotia teamed up with Creative Currency to bring a new “buy-local” program to life — a brand designed to make it easy for people to spot and support products made right here at home. It’s all about celebrating community and inspiring Nova Scotians to support their neighbours.
Interim Brand + Visual Identity
During the program’s development, we introduced an interim brand to engage Nova Scotians and learn how they wanted their communities to be represented. Their input shaped the creative direction and guided the design of the final visual identity.
Final Brand + Visual Identity Development
Final brand + Visual Identity
The final brand and visual identity drew inspiration from traditionalism, the Maritimes, diversity, and community—insights informed by our research from the interim brand. We developed a flexible, modular system that could scale seamlessly, from large amphitheatre displays to small product labels. Today, the brand is fully established across the province and is prominently visible in a wide range of locations and retail environments.
Under your nose campaign
During a time of economic uncertainty and rising tariffs, we created “Under Your Nose,” a campaign encouraging people to support local. Built under the Nova Scotia Brand, it reminded Nova Scotians that local products are easier to find than they think. All you have to do is look for the sticker… it might be right under your nose.
