GLOBAL TRANSFORMATION
Canada Goose
Putting purpose at the heart of a rapidly scaling global business.
THE TURNING POINT
The business had outgrown the brand.
I joined Canada Goose in 2017 as it was approaching IPO and expanding rapidly into new markets and categories. The product was extraordinary but the brand lacked meaning beyond functional attributes like “warm” and “well made.” We needed to distill its deeper meaning to give the organization and the world, something to believe in.
THE STRATEGY
The brand needed more humanity.
The answer became HUMANATURE — the brand’s purpose, rooted in the universal connection between people and the natural world. For two years, it lived inside the business, strengthening Marketing’s voice and influence across product concepts, retail experience, social enterprise, corporate citizenship and more. It later launched publicly with the enduring line: “To keep the planet cold and the people on it warm.”
HUMANATURE — ORIGINAL MANIFESTO
BEHIND THE SCENES
How it took hold.
The idea gained momentum from inside the company and moved outward through actions and proof you could feel, before we ever spoke the words.
01
INSIDE THE COMPANY
A shared idea of what the brand stood for globally, uniting the business around one idea.
02
INTO THE BRAND
A lens for global brand identity, storytelling and experiences.
03
INTO THE BUSINESS
The north star across a two-year GTM calendar, shaping seasonal narratives, collection strategies, product and marketing roadmaps.
04
INTO THE WORLD
A global creative platform, social enterprise, capsule collections, corporate citizenship and the brand's first ever sustainability report.
SELECT PROGRAMS
From one belief, a body of work.
01
GLOBAL PLATFORM
To bring HUMANATURE to life, I led the development of Canada Goose’s first ever global storytelling platform Live In The Open. Over six years we told the stories of real people who lived bravely, physically and emotionally, connected to the commercial priorities of the season.
02
CAPSULE COLLECTION
BRANTA was the pinnacle product expression of the brand's performance luxury position in it's time. HUMANATURE became the lens for a new creative standard in product storytelling, integrated marketing and localized launch experiences.
03
SOCIAL ENTERPRISE
HUMANATURE allowed the brand to see itself as parka experts, second only to the Inuit. Project Atigi, the Inuktitut word for "parka", aimed to help preserve traditions of sewing and create opportunities for local seamstresses by showcasing their work on a global stage.
Impressions
Countries
Project Atigi launched with no paid media and is the brand's most successful earned-media program in history.
Olivia Tagalik · Photograph by Joey L.
04
SUSTAINABILITY
A film we made with Polar Bears International as a message from the bears to the world — what affects them, affects us all. The film supported the launch of the S20 collection along with a limited edition BEARBRICK collaboration and the voice of environmental activist-super model, Kate Upton.
PARTNER PERSPECTIVE
- MANAGING DIRECTOR, creative agency partner
THE SHIFT
The brand started to organize the business.
Over three years, the work I led aligned the global business around a single story. By the time I moved on, it read as one brand everywhere in the world and had nearly doubled, toward a billion dollars.
MY ROLE
Brand Purpose & Strategy
Brand Platform & Narrative
Global Brand & Marketing Leadership
Creative Direction & IMC
Go-to-Market Leadership
Executive Sell-in & Internal Championing
Team Building & Mentorship
CREDITS
Brand Purpose — with Droga5 (UK)
Creative Agencies — Spring Studios, STEPT Studios
Select Photography — Annie Leibovitz, Joey L., Diana Markosian
Select Direction — Janssen Powers, Max Lowe, Szilveszter Makó
Partners — Polar Bears International, Medicom