HUMANATURE changed the strategy and face of Canada Goose over 3-years. When I arrived in the Fall of 2016, the brand lacked an emotional connection with consumers, defined only by functional warmth and quality. Hardly a sustainable position for a brand going global.

Building on their authenticity and authority in parkas designed for the harshest places on earth, we set out to develop a brand purpose that would unlock cultural currency and transform both the Marketing department and business itself.

We developed HUMANATURE as an internal idea first, which launched as the brand’s first-ever communication platform, LIVE IN THE OPEN (which is still active today). For 2-years I continued to champion purpose with company leadership until HUMANATURE began to take root at the heart of the business. Today it’s their north star that continues to inspire their global voice in culture through sustainability, product concepts, material innovation, employee experience, retail theatre, ethical media, collaborations and some of the brands’ most successful global Marketing programs to date.

As HUMANATURE took it’s natural course, it evolved one last time in 2021 from the brand to corporate purpose — TO KEEP THE PLANET COLD AND THE PEOPLE ON IT WARM — an industry leading call to action where Canada Goose continues to invest in positive environmental and social change.