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— By Jeff Poissant, RGD
Whether you’re launching a new venture or seeking to refresh an established business, branding forms the foundation of your company’s identity. Let’s break it down. When you start a business or organization in Canada, you choose a name. Before finalizing it, you’ll likely conduct an internet search and a NUANS search to ensure its availability. Once registered, your business becomes a distinct, legally recognized entity.
That’s when you create a new, public identity.
Your business name is the cornerstone of its identity. Branding, however, is how your company presents itself to the world—introducing your vision to existing and potential customers, engaging with clients, and setting the tone for meaningful conversations. Your brand is the genetic makeup of your enterprise. It’s more than just a logo; it encompasses your chosen colours, signage, point-of-purchase (POP) displays, business cards, flyers, brochures, website, and social media presence. Your brand also reflects your choices in packaging—or even the decision to minimize packaging, which environmentally conscious consumers will notice.
In essence, your brand is everything you do and every message you convey, both publicly and within your organization.
Consider the impact of cohesive branding:
In Canada, you may increase your revenue by up to 33% (madeinca.ca) by having a consistent brand presentation across all platforms (for print, website, social media, and video).
Consider this: developing a company logo, building a website, and selling products or services requires an unavoidable investment.
Ask yourself:
Is your branding consistent across all platforms?
Could something be missing?
Here are a few examples of how Evolving Media & Design Inc., led by Jeff Poissant, transformed businesses and organizations:
Here are a few examples of how Evolving Media & Design Inc., led by Jeff Poissant, transformed businesses and organizations:
From 2006 to 2010, Evolving Media designed a new logo, trail maps, brochures, outdoor “You Are Here” signage, and directional road signs for this non-profit, while also providing ongoing hosting and support. In 2023, we launched a modern website with updated content, 360° photos, a learning center, and promotional video shorts for social media. Since its spring 2024 launch, glengarrytrails.com has attracted over 1,300 unique visitors monthly, generating 16,000 hits—remarkable for a volunteer-run organization promoting trail use.
In 2009, Evolving Media recreated the hotel’s logo in vector format, updated photography for the hotel, spa, and banquet halls, and designed new brochures. A website was launched and evolved over the years, with ongoing hosting and support.
In September 2025, we unveiled a modern website with 360° images, virtual tours, and updated content, positioning this 44-room, three-star hotel with four-star amenities. The site now attracts over 1,300 unique visitors monthly and 16,000 hits.
For this new modular shipping container home business, Evolving Media crafted a logo, slogan, written content, and initial AI-generated illustrations (to be replaced with photos and videos)—all hosted on our secure Canadian servers.
Since its August 2025 launch—without formal promotion—stackemhomescanada.ca has generated 303 unique visitors and over 15,000 hits through word-of-mouth alone, as tracked by AWStats, showcasing the power of a strong brand identity.
With over 25 years of experience, Evolving Media & Design Inc. specializes in crafting cohesive, impactful brands that resonate with your audience—especially in Ontario’s competitive market.
Contact us today to schedule a consultation. Let’s review your branding, identify growth opportunities, and unlock your business’s full potential.
Over a decade ago, commissioned by Kitchens On Wheels Canada, Evolving Media & Design designed a new company logo, edited promotional videos, and photographed different installations for use on their website and promotional campaigns.
The Maestro
Robert “Bob” Hardy story
It’s been more than ten years since I first met Robert Hardy in the lounge at the Georgian House Restaurant & Day Spa in Alexandria, Ontario. At the time, in 2008, Heinz Kaswurm, the restaurants’ owner and I were discussing how we could incorporate music into a video we were developing to promote the restaurant on their website.
At Evolving Media & Design, the art of logo design is a creative and inspiring process, unique to each client, brand, product, service, or event. It’s about what the symbol says on its own or when anchored with a wordmark, and the artistic journey we embark on to bring it to life.
From research to visual concepts, from thumbnail sketches to the client brief, from selecting and defining a colour scheme to developing a message. The final hand-illustrated image.
The art of logo design is unique to the client, the brand, the event; it’s about what the symbol says on its own or anchored with a wordmark.
— Jeff Poissant, RGD
A GOLDEN OPPORTUNITY
A young company at the time, Building Technologies was at the forefront of networking, security, and delivering services to building owners and their tenants.