CAA Atlantic
Branding
Art Director: Kenzie Cameron
Copywriters: Iain Deans, Sophie Hebert
Designers: Arin MacNeil, Kenzie Cameron
The Brief
CAA Atlantic’s challenge was twofold. Their roadside assistance offerings claimed the spotlight among their current customers—most other services were going unrecognized. In the broader market, CAA Atlantic was lacking awareness for all service offerings when viewed from a younger demographic.
The Work
A refresh of the CAA Atlantic brand allowed us to introduce new visuals, colours, type, and tone—reflecting an exciting new vibrancy and spirit. If the “old” CAA was your dad’s mechanic in coveralls, the “new” CAA is your well-traveled, paisley-clad friend who has a fun anecdote for, well, pretty much everything.
Alongside fun new colours, modern type treatment, and story-first photo strategy, we introduced a tagline and visual motif calling to Atlantic Canadians: “Let’s go together.”
This tagline was more than a short invitation. It was realized through a newly introduced arrow device. This creative device is seen across all levels of CAA’s business; from social assets to truck wraps. No matter which direction you’re headed—whether you’re shopping for a trip to Italy, new pet insurance, or just ordering a pizza—CAA Atlantic is eager to invite friends to journey together. You’d be surprised by where you’ll find your new travel buddy.
