Hi, I'm Bruce Sinclair, a Creative Director based in Wasaga Beach.
I'm passionate about good design and this blue-green ball we're on.
Creativity is my unfair advantage
It can change the way people see, feel, and act. It can rally people behind an idea and it can even influence culture.My passion for making a difference in the world is reflected my work with nonprofit and for-profit organizations, spanning a broad range of humanitarian, environmental, health & safety, and community initiatives.I've held executive creative roles at DDB, Y&R, and McCann in both Toronto and Vancouver, representing some of the world's most prominent brands. I've judged and chaired some of the most reputable award shows in the industry, including Cannes.I originally cut my teeth at the coveted classical animation program at Sheridan College. Now as an accomplished designer and storyteller, I owe everything to those that mentored and inspired me early in my career.
ADVERTISING & DESIGN CASE STUDY
Wasaga Beach Identity
A complete overhaul of the Town of Wasaga Beach Brand and Communications.
In late 2022 I approached the Town of Wasaga Beach with a vision for integrating the town’s disjointed family of logos. Unprompted, I proposed a revitalized identity that echoed the town's roots while infusing a modern vibrancy—a perfect blend of heritage and tourism allure.This project went far beyond a mere logo replacement; it's a meticulous blend of refinement, modernization, and seamless integration of pre-existing elements, colours, and brand equity. It included strategic development, design, writing, advertising, wayfinding, event promotion and merchandising.
Events
In addition to the brand identity, I also supported the events team with advertising and design. Here's a few examples (above) from some of their key events. I also created Canva templates for the social media teams to share in various formats.
Tourism
Here's a snapshot (above) of some of my work for the tourism group. My goal with all aspects of the creative for the Town of Wasaga Beach was to lift it from what you would expect from a small town and treat it like a world class destination.
Wayfinding & Signage
One of the town's biggest problems is deteriorating signage and the lack of information to help tourists (and locals) find their way around or get timely information about beach reservations/rules. I was asked to evaluate a pre-existing wayfinding study and propose how the new identity could adapt the physical and digital landscape to become more progressive and helpful. These images (above) are just a taste of those recommendations.
ADVERTISING CASE STUDY
UN Women
A digital and outdoor campaign for International Women's Day.
How do you tell the stories of women and girls that are facing a world with increasing gender inequality without causing more harm to those you mean to help? The campaign features twenty women from around the world confronting their oppressors with a haunting stare. While the women's identities have been protected using AI-generated images, their struggles represent those of countless real-life individuals facing gender inequality. As long as women and girls continue to face danger, we must continue to find new and creative ways to help them.
Although the campaign was initially for International Women's Day 2023, it has been adopted by many country offices worldwide and is still running in Sweden, Spain and New Zealand.
DESIGN CASE STUDY
Action Hero
A new business pitch that succeeded and failed.
People watch films about world issues everyday but rarely know what to do to help the issues other than share the content within their network. Action Hero (actionhero.org) was meant to be a extension of your social profile; A way to empower people to create real social change through action-based tools. This idea was originally created as a pitch to an organization named Muuvment. I won the pitch but unfortunately, the company chose to stick with their current identity. On the positive side I ended up taking the lead on not only their brand but also their products. See the next case study.
DESIGN CASE STUDY
Muuvment
Brand Identity and Product Design for a social impact software company.
After rebranding the organization and strategically shaping their communications, I then took a creative lead on product design for two unique platforms: The first being a CSR platform with curated video content about world issues linked to powerful action-based tools that enabled measurable and shareable impact.The other was a wellness platform that allowed remote working employees to get personalized support while administrators access statistical data to understand productivity inhibitors for timely business planning.To learn more about Muuvment, watch the brand video that I directed and produced below. And in case you're wondering, Meta's brand logo was launched a year after this one.
DESIGN CASE STUDY
Hogtown Smoke
Toronto's legendary BBQ joint, truck and sauce brand identity.
Hogtown Smoke has been horrifying vegetarians since 2011. I had the privledge of working with them a few years back to create an iconic brand for not only their restaurant but also their original food truck and BBQ sauce brands. This project included custom illustrations and typography as well as menu designs, signage and many other collateral materials. And to answer your question, yes, I did get paid in meat. Mmmmm beef rib.
DESIGN CASE STUDY
Churchill Construction
Brand Identity for a Toronto based construction company.
Churchill Construction has been serving clients across the GTA for many years. They create timeless, sustainable, and innovative spaces that enhance communities and transform lives. They came to me with a specific shade of orange and a picture of their excavator and the next thing I knew we were printing t-shirts.
DESIGN CASE STUDY
Canada's Sesquicentennial
One hundred and fifty years in the making.
“With glowing hearts we see thee rise” and "Ton histoire est une épopée" written in both national languages - inset on a circle – uniting all cultures, over the natural beauty of our beloved land. A iconic symbol of our proud heritage, and our bright future. These designs were featured on all kinds of merchandise during the sesquicentennial celebrations but the real hero was the red hockey puck.
That's it, for now.
Thanks for checking out my work. I'm making updates all the time so please come back and don't forget to say hello or follow me at the links below.