Critical Mass Rebrand
Coming out of the pandemic, the world had changed. Our agency had changed. Critical Mass had traditionally been more reserved—demure, even—which we could get away with in the room. Now a digital-first agency in a digital-first world, we felt permission to reintroduce ourselves a little louder. Bolder. For a global agency to show up as more than the good Canadian neighbors, it was about time.
Design Direction
Concept Development
Design Discipline Development
Creative Leader/Mentorship
Down and dirty design
Awards!
As anyone in the industry knows, it’s nearly impossible to take care of yourself amidst client needs. Critical Mass prioritized this work and imbued a sense of pride in their people as a result. CM successfully reintroduced themself as a design leader to the industry. Alongside the Global Head of Design, we laid the groundwork for the growth and evolution of CM’s design discipline at large.
A taste of Critical Mass's capabilities sprinkled with CM-re-branded moments.
Trailhead is CM's most capable subbrand/in-house development program for emerging talent. A perfect example of how the CM brand is meant to evolve and embrace the freshness and ingenuity of its people.