Case study
BAT Canada: Designing Presence in a Dark Market
Seven years of senior creative continuity for BAT Canada across retail, festival activations, and product work inside strict dark-market regulatory limits.
- Role
- Senior creative leadership across retail environments, display and merchandising, event and festival activations, product and industrial design, and brand and retail strategy.
- Client
- BAT Canada
- Period
- 2016 to 2023
The problem
Canada runs one of the strictest dark-market regimes in the world. BAT Canada needed brand presence when conventional branding, advertising, and public product display were restricted.
The solution
One senior creative voice carried the account across retail displays, festival activations, store environments, and product accessories. Form, material, proportion, and spatial choreography did the work logos normally do.
The result
Seven years, eleven projects, and four brands: Vuse, VELO, Vype, and iGLO, with a single creative through-line.