Buy BC
Info
Concepting — Art Direction — Digital — Social Media — TV
Client — Government of BC | Buy BC
Creative Direction — Grant Fraggolosch
Art Direction — Michael Lipsett
Group Account Director — Caitlin Tang-Hurley
Agency Producer — Brittany Taylor
Video Production — GOOD-IDEA
Overview
Buy BC had strong recognition as a mark of origin, but lacked emotional resonance. It functioned as simply a label, something informational rather than something people actively chose to engage with and seek out.
The opportunity was to shift Buy BC from a passive identifier into a more expressive, visible system. A mark that connects everyday purchasing decisions to a broader sense of local impact. We want to connect consumers with local producers through the Buy BC products.
Final Creative
Our Creative Statement
Turn Buy BC into a signal of participation, where buying local feels like contributing to something bigger.
Moodboard
Early explorations defined the balance between clarity and character, testing how Buy BC could show up with greater presence while remaining approachable. This was refined into a flexible visual system designed to scale across touchpoints while maintaining a consistent and recognizable sense of local warmth.
Social Executions
Paid Media Advertising
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