How do you change a brand’s image?
Face the problem head-on.
In this project, I was challenged with the task of taking an unethical or ‘bad’ company and trying to shift its perception back into favor. I identified the root of the brand’s problem and addressed it through a series of advertisements. The way in which Canada Goose sources its infamous coyote trim is why the brand is controversial and by reducing the emphasis and connotation with the brand I can shift its image. The advertisements are developed to show how multifaceted and useful the products can be without fur, and how they can function for different purposes, whether it be fashion, climate, or utility.