NOMA Advanced

• RETAILER: Canadian Tire
• COUNTRY: Canada
• CATEGORY: B2. Redesigned Brand
• AGENCY: St. Joseph Communications Content Group

CREDITS:

• Agency: St. Joseph Communications Content Group
• Designer (SJC): John Shanks
• Creative Director (SJC): Dennis Benoit
• Account Director (SJC): Bryan Raymond
• Brand Manager (Canadian Tire): Crystal Caughill

SUMMARY:
The NOMA brand is Canadian Tire’s reference brand for electric lighting and home comfort, and NOMA Advanced was created to take the brand to the next level with a range of premium quality, innovative products. The brand’s design needed to reflect the elevated offering. It needed to evolve while maintaining some of its recognized and familiar equity. The tried-and-true clean architecture has been maintained while incorporating refinements in color palettes, font selection, technical illustration styles and iconography. Photography has a certain elegance yet it is spontaneous and minimally staged. This is a great example of a design evolving in step with the brand it represents.