Trade Winds to Success had been training Indigenous students for careers in the skilled trades for over two decades — but their brand, website, and communications hadn't kept pace with the impact they were making. The story wasn't being told, and for an organization rooted in both Indigenous identity and the dignity of trades work, that story matters.
Solution.
A comprehensive rebrand and communications overhaul that gave the organization a voice and presence equal to its mission — one that respected their identity and took the trades seriously — without touching the logo they'd built equity in.
Specifics.
From website and print materials to video production, still photography, tradeshow presence, annual reports, PR, and a 20th anniversary celebration, every touchpoint was rebuilt to reflect who Trade Winds truly is.
Campaign Highlight.
How Trade Winds women are building careers and turning the country's head
A first-ever women's cohort deserves more than a press release. So when Trade Winds launched theirs, we built a campaign around it, timed to International Women's Day and told with intention. TD Bank took notice.
They liked what they saw. TD Bank Group committed $600,000 to Trade Winds' Residential Construction Outreach Program. And now, for National Indigenous History Month, those stories are travelling. Graduates like Starla Jacknife, and the women who started it all, are showing up across TD's national channels, from their Indigenous communities landing page to branch billboards, Union Station, TD social, and the digital signage behind home plate at the Blue Jays on June 22.
One campaign, built with intention, now carried coast to coast. And we're just getting started.
"Jo played an instrumental role in leading the complete rebranding of our organization, including
the development of a new website, marketing materials, and a series of powerful success story
videos. Her ability to authentically capture the stories and achievements of our students—while
honouring Indigenous cultures, storytelling traditions, and perspectives—was nothing short of
exceptional.
Trade Winds is a unique organization with deep roots in Indigenous communities and values. Jo
took the time to truly understand who we are, our mission, and the impact we strive to make. She
translated that vision into a fresh, engaging, and deeply respectful brand that reflects our identity
and the voices of the people we serve. Her work didn’t just elevate our look—it elevated our
presence and message in ways that resonated with our partners, funders, and community.
Thanks in part to Jo’s work, Trade Winds was able to successfully secure multi-year funding
agreements with both provincial and federal governments. The rebrand gave us the tools to
clearly and compellingly showcase the impact of our work and the transformative difference we
make in the lives of Indigenous Peoples across Alberta.
Our relationship with Jo continues to this day. We’ve partnered with her on our 20th Anniversary
campaign, impact storytelling initiatives, our annual report, and other marketing efforts. Her ability to immerse herself in our work, understand our evolving needs, and deliver thoughtful, creative, and high-quality materials is truly remarkable.
I wholeheartedly recommend Not Your Average Jo to any organization seeking a creative partner
who can bring clarity, heart, and purpose to their brand. Her respect for community, storytelling,
and organizational vision makes her an invaluable asset."
