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No, a portmanteau isn’t a fancy new burger – it’s when two words get together and make a word baby.

As brand designers we have a plethora of creative tools in our kit, but perhaps none more integral than words. Words and phrases shape how audiences perceive and connect with a brand.

At Clear Space, we harness the power of language to craft memorable brand names, compelling messaging, impactful titles, and action-driven calls-to-action that inspire engagement. The right choice of words can be the difference between forgettable and unforgettable.

Much of this magic comes from understanding and mastering rhetorical devices. You already know some of these linguistic tools like metaphors, hyperbole, and alliteration—they add depth, creativity, and emotional resonance to our work. But do you know what a synecdoch is? How about chiasmus, anaphora, or inclusio? And btw, there’s more to an apostrophe than just being a needy punctuation mark!

The following is a quick glossary of a few (certainly not all) rhetorical devices that can be a secret weapon to great creative. To help you understand how we use some of them, we’ve selected a few examples from our portfolio that demonstrate sticky brand messaging.

And just like a portmanteau, when the right words come together, the outcome can be greater than the sum of its parts.

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Alliteration

Repeating the initial consonant sound for rhythm or emphasis.

“In to End Diabetes” is a program name and identity we created for Breakthrough T1D. It’s an example of alliteration, since the words “In,” “to,” and “end” all start with a similar soft vowel/consonant sound, creating a rhythmic and memorable phrase.

It also plays with wordplay and double entendre:

“In to end” – suggests commitment and action (as in “we’re all in to end diabetes”).

“Into end” – reads like a single phrase, reinforcing the goal of eliminating diabetes.

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Anaphora

Repeating a word or phrase at the start of successive clauses for emphasis.

When Toronto Global, the city’s main FDI agency, asked us to develop a digital campaign for the Amazon HQ2 bid we knew we wanted to lead with an inspiring anthem.

The phrases “You don’t just live in Toronto.” and “You don’t just work in Toronto.” are repeated at both the beginning and end, reinforcing the central message.

The repetition of “We celebrate…” adds a rhythmic, persuasive effect.

The manifesto builds momentum, making the final line “You Experience Toronto.” feel like a natural and powerful conclusion.

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Analogy

A comparison between two different things to explain or clarify a concept.

Examples:

“Running a business is like tending a garden—both require patience, care, and the right conditions to grow.”

“Just as a key unlocks a door, knowledge unlocks opportunities.”

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Antithesis

Using contrasting ideas in a parallel structure.

Examples:

“It was the best of times, it was the worst of times.”

“To err is human; to forgive, divine.”

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Apostrophe

Not just a needy glyph, it’s also directly addressing an absent person or inanimate object as if it could respond.

Examples:

“O Death, where is thy sting?”

“Twinkle, twinkle, little star, how I wonder what you are.”

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Aphorisms

Short, pithy statements of truth or wisdom. Like wee nuggets of life advice.

Examples:

“Actions speak louder than words.”

“The early bird catches the worm.”

“What doesn’t kill you makes you stronger.”

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Backronym

Where an existing word is repurposed as an acronym, often to create a meaningful or relevant phrase.

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WITH MSH is a name we created for Markham Stouffville Hospital Foundation’s women-led philanthropic initiative. The word “WITH” is used to stand for Women Inspired to Help, even though “WITH” wasn’t originally an acronym. The phrase is constructed to make the word fit a meaningful concept, creating a sense of empowerment and purpose.

It plays on the idea of the word “WITH”, implying both collaboration and support, which ties nicely to the message of women coming together to help others. The word itself evokes a sense of unity, making the phrase feel both inclusive and action-oriented.

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Chiasmus

Words or concepts repeated in reverse order for impact.

Examples:

“Never let a fool kiss you or a kiss fool you.”

“Ask not what your country can do for you, ask what you can do for your country.”

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Double Entendre

A phrase or expression that has two meanings.

Rosseau Lake College, an independent school located along the beautiful shores of Lake Rosseau, Ontario needed a unique marketing slogan for their brand. We aimed to create an ownable phrase that connects education with both identity and environment.

“Extraordinary learning is in our nature” plays on two meanings at once:

“In our nature” as a core value – suggesting that a love for learning is inherent in the school’s culture and philosophy.

“In our nature” as a nod to the natural environment – highlighting the school’s location in northern Ontario, where nature plays a role in education and experiences.

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Euphemism

A polite way of saying something unpleasant or harsh.

Examples:

“Passed away” (instead of died).

“Economical with the truth” (instead of lying).

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Hyperbole

Exaggeration for dramatic effect. Not meant to be taken literally.

Examples:

“I’ve told you a million times!”

“I’m so hungry I could eat a horse.”

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Idioms

Phrases where the meaning isn’t literal, but everyone knows what they mean.

Examples:

“Kick the bucket” (die).

“Piece of cake” (easy).

“Break the ice” (start a conversation).

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Inclusio

Where a text or phrase begins and ends with the same or similar words or ideas, creating a sense of unity, emphasis, and closure.

“Every one of us” is a brand slogan we created for Sunnybrook Foundation and is an example of inclusio and emphasis through repetition. It reinforces a sense of unity and collective responsibility. The phrase slightly echoes itself (“every one” and “of us”) for added emphasis, making it more emotionally resonant. It’s a simple but powerful phrase that fosters connection and shared purpose.

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Irony

When the opposite of what’s expected happens.

Examples:

A fire station burns down.

“What a lovely day!” (on a stormy afternoon).

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Metaphors

Comparisons where something is described as being something else, to draw a parallel.

When Ontario Shores Foundation for Mental Health asked us to develop an awareness campaign, we named it “Reach the Shore.” It symbolically compares recovery and mental well-being to reaching a shore—suggesting a journey from struggle (open water, uncertainty) to safety, stability, and healing (the shore). This makes it powerful because it:

1. taps into feelings of hope, progress, and relief
2. is instantly understandable, yet layered with meaning
3. it aligns with the organization’s name – “Ontario Shores”

It also has an imperative structure, subtly encouraging action (“Reach”)—which makes it persuasive and motivating.

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Metonymies

A posh cousin of metaphor, where you substitute one thing with something closely related.

Examples:

“The crown” (referring to a monarch).

“The pen is mightier than the sword” (pen = writing, sword = force).

“Hollywood” (referring to the American film industry).

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Onomatopoeia

Words that sound like the thing they describe.

Oxymoron

Two contradictory terms used together.

Examples:

“Deafening silence.”

“Bittersweet memories.”

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Palindrome

Words and phrases that reads the same backward as it does forward.

Examples:

SONOS

TENET

LEVEL

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Personification

Giving human traits to non-human things.

Examples:

“The wind whispered through the trees.”

“The clock mocked me with its ticking.”

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Portmanteau

Where two words are blended to create a new one.

To market a new lithium battery product for DCL International, we invented the name “LightningVolt.” In this case, “Lightning” represents speed, energy and power, and “Volt” reflects electricity and a unit of energy.

It also has onomatopoeia-like qualities, as “LightningVolt” sounds sharp and energetic when spoken—enhancing its impact.

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Pun

A play on words for humorous or clever effect.

Examples:

“I’m reading a book on anti-gravity. It’s impossible to put down!”

“The fish was caught because it took the bait—hook, line, and sinker.”

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Simile

Like a metaphor, but with “like” or “as.” It’s a softer comparison.

When the University of Toronto asked us to create ADs to promote their Sport & Rec program, we found inspiration from Muhammad Ali’s famous quote “Float like a butterfly, sting like a bee.”

In our case, “Float Like a Butterfly!” reflects the graceful form of the butterfly swimming style—implying agility, lightness, and fluid motion.

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Synecdoche

Similar to metonymy, but here a part represents the whole or vice versa.

Examples:

“All hands on deck” (hands = people).

“He’s behind bars” (bars = prison).

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To truly make your brand messaging stick, it’s about more than just choosing the right words—it’s about knowing how to wield them effectively. By mastering rhetorical devices, we elevate simple ideas into powerful, memorable expressions that resonate long after they’ve been heard.

When Andrew Sheiner founded Altas Partners in 2012, he set out to build a different kind of private equity firm—one that takes a focused, long-term approach to investing in high-quality businesses. Operating from offices in Toronto and New York, Altas now manages more than US$10 billion on behalf of leading institutional and family office investors worldwide.

In early 2020, Andrew and his team recognized that their brand identity needed to better reflect the firm’s distinct philosophy. At the time, the Altas website opened with what Andrew described as a “blue wall”—a dark, corporate-looking homepage dominated by a human-less boardroom image. It was professional, but it lacked warmth, personality, and the essence of what makes Altas unique. To “knock down the blue wall,” Andrew engaged Clear Space to help redefine Altas’ brand, website, and communication materials.

More than four years later, our partnership continues to thrive, driven by a shared belief in clarity, precision, and the power of thoughtful design. Unlike many CEOs, Andrew has a keen eye for design and was deeply engaged throughout the creative process, ensuring that every detail aligned with Altas’ ethos.

Despite his demanding schedule, Andrew made time to join us virtually for a quick-fire chat on business, branding, and how both Altas and Clear Space embrace the philosophy of “fewer, better” and “less is more.”

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Clear Space: Hello Andrew, thanks for joining us for this quick chat. We’re aiming for 10 questions in 10 minutes. Ready?

Andrew: Happy to!

Clear Space: Your journey started at McKinsey, through to Onex, and then to founding Altas Partners. What inspired you to step away and establish your own firm, and what led you to adopt the “fewer, better” strategy?

Andrew: I spent 17 years working for Gerry Schwartz, helping grow Onex from a small team of six to a large enterprise. In the end, it was very much Gerry’s firm, and I understood that. I was eager to build something that reflected my own ethos, particularly as it relates to team building, culture and purpose. We started by defining a clear objective: to generate strong returns with the least risk over the long term for our partners. From there, we developed an investment strategy and assembled a team to maximize our chances of success. This focused approach was driven by a belief that patience and conviction would serve us best in the long run.

Clear Space: How does your team define “quality” and “opportunity” when evaluating potential investments?

Andrew: Quality relates to the risk part of our framework: we look for businesses that have an enduring advantage and a distinctive asset or capability as a way to minimize the risk of loss. Opportunity relates to a conviction that we need when we buy a business, that there is an achievable path to meaningfully grow cash flow over time. The two attributes taken together are hard to find, which is why we are determined to remain patient as an investor.

Clear Space: What role does long-term stewardship play in Altas’ investment philosophy?

Andrew: It is an orientation and mindset that influences our approach to ownership and stewarding businesses.

Clear Space: Back in 2020, you invited Clear Space to partner with you to refresh the Altas brand image and refresh the website – to tear down “the blue wall.” What prompted Altas to pursue a new brand identity at this stage of the firm’s journey and why us?

Andrew: I was looking for talented collaborators and a highly creative team to elevate the website and the overall look and feel of the Altas brand. We interviewed several firms, ultimately choosing Clear Space because of the firm’s thoughtfulness and sensitivity, in addition to the design sensibility of the Principals and team.

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“I have always believed that design – brand image, website, video, furniture, art – is a critical part of crafting a “feel” at Altas and of reinforcing the sense of focus and of serenity.”

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Clear Space: Throughout the collaboration, you were notably hands-on and deeply engaged in the creative process. What drew you to take such an active role in shaping Altas’ brand identity?

Andrew: I have always believed that design – brand image, website, video, furniture, art – is a critical part of crafting a “feel” at Altas and of reinforcing the sense of focus and of serenity (there is nothing frenetic about our firm, intentionally) that we are keen to communicate to our various stakeholders. Visitors to our website, or to our offices, will hopefully quickly develop a sense of the place based on the design and aesthetic that has been created. For the website, this required attention not only to imagery but to language as well, which is why I was focused on every word that we included on the site.

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Clear Space: Were there specific design elements or decisions—like imagery, colour, typography, or layouts—that you felt strongly about or were particularly invested in?

Andrew: We wanted the site to feel modern but not stylish, and enduring while not feeling heavy or formal. All of the design choices stemmed from that desire.

‍Clear Space: Many executives view design as a secondary concern, but you clearly approach it as a core part of strategy. Where does this appreciation for design come from?

Andrew: I’ve described building a firm as akin to assembling a jigsaw puzzle. Every piece should ideally fit together to give you the best chance of achieving whatever you set out to achieve. For us that is strategy, team, culture and all the things that reinforce that: values, norms, behaviours, learning and development training, as well as the things we do to make people feel valued and respected beyond compensation. The look and feel of the place, both online and virtually, is critical to support all of this. When we buy a new business, which is a big moment for us and only happens once or twice each year,  we commission a unique piece of work from a Canadian artist that we then display in our office. Our offices have no receptionist; when you enter you are welcomed by beautiful contemporary art and furniture where you’d want to sit with a colleague and share a cup of coffee. All of this evokes a “feeling” that reinforces a caring orientation and an attention to detail that is essential to doing great work as well.

Clear Space: In your experience, how critical is design in conveying a firm’s values and vision in the private equity space?

Andrew: Investment firms are all about people, judgement and experience. There is no real IP in these businesses. They succeed over time by creating a repeatable framework and a way to attract and apprentice talented young people to execute on the strategy. Design plays an important role as a piece of the overall puzzle.

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“The moment a stakeholder—whether a customer, supplier, partner, or employee—interacts with your brand, they don’t just process information; they feel something. That impression is shaped by the language, imagery, and overall experience you present—and it’s something you can intentionally design.”

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Clear Space: What role do tools like Sustainability reports and AGM presentations play in reinforcing a firm’s brand?

Andrew: They are critically important, in that every interaction with an investor, verbal or written, is an important opportunity to reinforce messaging and positioning of the firm within the larger PE ecosystem.

Clear Space: How would you advise other CEOs to approach creative processes, especially those who might not initially see the value in engaging so deeply?

Andrew: The moment a stakeholder—whether a customer, supplier, partner, or employee—interacts with your brand, they don’t just process information; they feel something. That impression is shaped by the language, imagery, and overall experience you present—and it’s something you can intentionally design. By collaborating with a skilled design partner like Clear Space, you ensure that every touchpoint is crafted with bold simplicity and thoughtful strategy, creating clarity, connection, and momentum for your brand.

Clear Space: Andrew, thank you for participating in this quick-fire chat.

Andrew: My pleasure!

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Looking for some fresh reads to inspire you and level up your skills? Or maybe you just need to find some much-needed clarity. Here are seven books that’ll do just that—and maybe even make you look like a genius in the process. These curated picks by our team are the perfect way to keep your brain buzzing and your ideas flowing. Grab a coffee and dive in—you might just finish smarter than you started.

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Hyphens & Hashtags, The Stories Behind the Symbols on Our Keyboard, by Claire Cock-Starkey (192 pages)

As graphic designers, we often geek out over the small typographic details and symbols that most people overlook—the ones that, though subtle, play a huge role in shaping how we communicate.

Hyphens & Hashtags: The Stories Behind the Symbols on Our Keyboard by Claire Cock-Starkey is a delightful exploration of the often-overlooked symbols that populate our digital conversations. From the pound sign to the asterisk, Cock-Starkey uncovers the fascinating histories, quirks, and cultural shifts behind these everyday characters. Filled with fun facts, witty anecdotes, and rich storytelling, the book reveals how these small symbols have evolved and shaped communication over time. It’s an engaging journey into the hidden stories behind the symbols we use daily.

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Microstyle, The Art of Writing Little, by Christopher Johnson (256 pages)

Do you struggle with creative writing? Or perhaps find yourself writing too much and never quite getting to the point?

If so, Microstyle: The Art of Writing Less and Saying More by Christopher Johnson could be the perfect solution. This insightful book teaches you how to craft short, impactful phrases that convey big ideas with precision and style. Johnson shows how the art of brevity can be used in everything from branding to social media, helping you communicate more effectively and memorably. With practical tips and plenty of examples, Microstyle is an essential read for anyone looking to make their writing sharper, clearer, and more powerful.

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All Marketers Tell Stories by Seth Godin (240 pages)

There’s a brilliant and simple analogy that explains the difference between branding, advertising and marketing:

Marketing is getting the word out, to the right people.
Advertising is placing paid content in front of those people.
Branding is about making people feel something.

Each plays a distinct role, yet they all share one unifying element: story.

In All Marketers Tell Stories, Seth Godin explores this idea with sharp insight and engaging examples. He reveals that successful marketers don’t just sell products—they craft stories that align with their audience’s beliefs, sparking trust and emotional connection. Godin’s message is clear: mastering the art of storytelling is essential for building lasting relationships and thriving in today’s market. A must-read for anyone serious about marketing, branding, or advertising.

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Flow, The Psychology of Optimal Experience, by Mihaly Csikszentmihalyi (336 pages)

Have you ever been so deeply immersed in an activity—fully in sync, almost like you’re riding a wave—that you lose all sense of time? That’s what renowned Hungarian-American psychologist Mihaly Csikszentmihalyi (pronounced Cheek-sent-me-high, you’re welcome!) calls a flow state. He’s best known for pioneering research into this phenomenon, which captures the essence of optimal focus and effortless engagement.

His book Flow: The Psychology of Optimal Experience is for anyone seeking to thrive by living intentionally and embracing the magic of the present. With engaging insights, the book reveals how to harness focus, align challenges with skills, and create moments of pure joy and fulfillment.

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The Creative Act, A Way of Being, by Rick Rubin (432 pages)

You may not be a fan of Run-D.M.C., Beastie Boys, Johnny Cash, or the Red Hot Chili Peppers, but we’re certain you’ve heard some of their iconic songs. That may be in large part because of the influence of legendary music producer Rick Rubin, who is often credited as an instrumental influence in shaping the sound of modern music and artists across genres, from hip-hop and rock to country and pop. Ironically, Rubin himself says he knows nothing about music! Check out this viral clip of Rubin telling CNN’s Anderson Cooper why artists pay him.

Beyond his production genius, Rubin is also celebrated for his philosophical and spiritual approach to creativity, which he explores in his book The Creative Act: A Way of Being. His work transcends music, inspiring creators of all kinds to embrace authenticity and explore the depths of their artistic potential.

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Essentialism, The Disciplined Pursuit of Less, by Greg McKeown (304 pages)

At Clear Space, we’re all about embracing minimalism, clarity, and the beauty of less. So naturally, we couldn’t resist diving into Essentialism: The Disciplined Pursuit of Less by Greg McKeown.

If you were inspired by Marie Kondo’s The Life-Changing Magic of Tidying Up, this book will feel like its philosophical counterpart. McKeown delivers a transformative guide to cutting through the noise of modern life, urging us to abandon the culture of busyness and focus solely on what truly matters. Packed with practical strategies and profound insights, Essentialism teaches you how to simplify decisions, reclaim your time, and channel your energy into meaningful pursuits. It’s an empowering read for anyone looking to thrive through clarity, intention, and purpose.

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Ikigai, The Japanese Secret to a Long and Happy Life, by Hector Garcia and Francesc Miralles (208 pages)

Why do you get out of bed every day? Do you feel like you need to find meaning? Purpose?

Ikigai: The Japanese Secret to a Long and Happy Life by Hector Garcia and Francesc Miralles offers a thoughtful exploration of how the Japanese concept of ikigai—a reason for being—can provide just that. Through interviews with centenarians from Okinawa, known for their remarkable longevity, the book reveals how aligning passion, mission, vocation, and profession can lead to a fulfilling and vibrant life. Filled with practical wisdom and simple yet profound insights, this book encourages readers to live longer, happier, and more meaningful lives. A must-read for anyone seeking deeper purpose and contentment.

I first met Tracy Clegg in early 2019 when Clear Space had the privilege of partnering with the Markham Stouffville Hospital Foundation to develop their most ambitious fundraising campaign yet. As the Vice-President of Community Engagement and Operations, she was a key leader in the campaign working group, collaborating closely with the CEO and the marketing team. I’ve worked with many senior executives on branding and creative projects over the years, with varying results—ahem, not always great. But Tracy just gets it. We connected immediately. Over three years, we built a professional relationship grounded in trust, respect, and radical candor. So, when Tracy transitioned in 2022 to become CEO of the Ontario Shores Foundation for Mental Health, she knew exactly who to call when it was time to refresh their brand image: Clear Space.

Rooted in her own personal connection to mental health Tracy’s vision is to ignite change at a time when demand for mental health is at an all-time high. I‘m delighted that Tracy is able to join me for a conversation about how branding and design is helping her mission to bring mental health awareness to the forefront.

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Will Hum: Hi Tracy, good to see you, and thank you for doing this.

Tracy Clegg: It’s a privilege to do anything with you or for you.

Will: That’s so nice!

Tracy: I mean it.

Will: Thank you. For more than 25 years, you’ve held leadership roles in major healthcare foundations including World Wildlife Fund, Markham Stouffville Hospital Foundation and now Ontario Shores Foundation for Mental Health. Tell me what initially drew you to Ontario Shores and what excites you about your work here?

Tracy: So, I landed at Ontario Shores after I had a very intriguing call from a recruiter and they asked me if I would be interested in applying for the Foundation CEO position. My first response was, “No, I’m never leaving Markham Stouffville because that was my home.” The recruiter said to me, “Why wouldn’t you at least have a conversation?” And then I thought, “I’d heard of Ontario Shores, but I didn’t really know much about it. So, why wouldn’t I have a conversation, and learn more?”

Then I met with several of the board members. And those chats were what actually drew me to this need for changing the perception of Ontario Shores and bringing some awareness about it. What I very quickly learned was it’s a place, or rather, a beacon of hope. I mean, nobody, including myself who lives in Durham Region, knew anything about it. I literally didn’t even know that it was a public hospital.

Then I had a second interview where I actually visited Ontario Shores and walked the halls, and it went from, I didn’t want to leave Markham Stouffville to, I need to go to Ontario Shores and raise awareness and tell the story of what this hospital is all about.

It became a complex learning journey for me. Raising hope and awareness for a hospital that is so deserving of the same kind of support as CAMH and of other hospitals that have this incredible community surrounding them. We needed to be part of the conversation and we needed to start telling stories about this incredible facility.

Will: It sounds like the Ontario Shores mission aligns with your own personal mission. And that’s how you connected with the place. It was the right time for you to make a move.

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“I think I’ve shared with you previously that MSH is where I’d had my babies and I started my own mental health journey. I had developed post-traumatic stress disorder, anxiety and depression as a result of two near-death experiences.”

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Tracy: I started at World Wildlife Fund where I was going to save animals and wild places, had my babies at Markham Stouffville, learned that government doesn’t fund equipment and many other essentials that we assume the government funds for hospitals. And then I followed my heart to Ontario Shores because mental health requires and needs as much funding and support as all the other great charities. Mental health is in a crisis mode and they deserve loud voices and big personalities to talk about the issue. And myself, being British you know, can speak personally about the discomfort about talking about things I was taught to believe you shouldn’t really talk about and this is so deep rooted in the stigma and fear of conversation surrounding mental health. I thought I can lend my own personal and lived experience to something that’s quite honestly uncomfortable. People struggle in silence, but I can’t. I need to talk about it quite broadly from lived experience, at a hospital that deserves a voice like mine. And I can use my platform and my colleagues and connections to share.

‍Will: We first worked together at MSH back in 2019, on a variety of projects including an ambitious fundraising campaign. And then we did a bunch of stuff including the alignment of the Foundation brand with the bigger Oak Valley Health rebrand. What lessons or experiences from that work together have you carried over to Ontario Shores?

Tracy: My gosh. I will say I have learned so much from you and Paul, and from our experiences together. I probably have in my lifetime four or five people that have influenced my career and my perspective on everything from branding to, quite honestly, life. And you are one of them.

There’s one thing in particular – presenting concepts and taking feedback. So typically, I have a hard time articulating with excitement and passion because I get caught up in the detail. I overshare because of my excitement. I have learned from you, and I have not by any way mastered this yet, to slow down, pause, be comfortable with uncomfortable silences and let people react. And also, when I don’t agree with what people are saying, to be more diplomatic in how I’m responding to that feedback. So that is one of the things I have learned from you. In all of my years of working, you are the master of this.

I have seen you, in particular, do this exceptionally well. Paul does this exceptionally well too. People always have various opinions. Sometimes, taking that feedback can be challenging. Even if we don’t agree or have the background to support why we did or didn’t do something, listening is important. Through the Markham Stouffville process, we heard lots of feedback with varying levels of expertise and perspectives. We also dealt with some very strong personalities.

Will: Right, many of our clients’ extended stakeholder groups aren’t used to reviewing creative, or talking about creative comfortably, and that’s what makes it more challenging. The lack of understanding or articulating their thoughts can lead to roadblocks.

Tracy: The level of maturity at Markham Stouffville is significantly more advanced than what I’m working with at Ontario Shores given the history of the foundation’s existence and success. I say that with respect. Much of what we are doing at Ontario Shores has never been done before. From what I understand they’ve never had such strong foundation creative work, executed a campaign, or undertaken brand development. Everything felt outdated. Any change, no matter how small, is often met with some resistance.

To navigate this, I’ve started adopting strategies I learned through the Markham Stouffville process. I’m building in more time for messaging and delivery. I’m also working on being more confident in accepting feedback, even though I find it challenging. My personality would typically lean toward being more defensive, but I’ve learned to approach it differently. That has been one of my biggest lessons. Accepting the feedback and working to embrace different ideas that may be counter to what I previously believed to be right or required.

I’ve also had to be less rigid with timelines. At Markham Stouffville, I could stick to my schedules and processes. At Ontario Shores, I’ve had to accept delays and even disappoint people, including partners like yourself when it comes to timelines and delivery. I’ve learned to let go of the need to please everyone, which is especially difficult in an environment with resources at a premium and desire to do so much.  This is counter to my personality and past practice and something I struggle with daily.

Ultimately, I’m applying what I learned at Markham Stouffville to a less mature environment. While the process requires adjustments, I’m still using the framework we developed together to achieve the desired results.

Will: And have you seen progress and successes based on that strategy?

Tracy: Absolutely. We always meet our objectives. Last night at the hospital board meeting I presented the campaign case for support that your team created and basically got full endorsement – and with excitement. Everyone is pleased with our progress and sees and acknowledges the quality of the work we are creating together.

Will: Over the past two years, you’ve been educating the team at Ontario Shores on fundraising and branding through our collaboration. Some stakeholders now seem more receptive, likely due to the time they’ve spent hearing and engaging with your ideas. Do you think this is simply a result of repeated exposure to the same messages, leading to gradual acceptance? Or do you believe it’s a deeper understanding stemming from the way you’ve positioned the strategy and communicated the thought process?

Tracy: I think it’s a combination of factors. First, we’re producing high-quality work, and I’ve heard people say this is the first time they’ve seen the Foundation achieve this level of excellence. Our standards for quality are exceptionally high – uncompromisingly so!

The second factor is the relationships I’ve introduced you to. It’s not just, “Tracy says.” Instead, I’ve brought in experts to explain the why, which builds confidence. Your expertise reinforces that confidence and supports the brand work we’re doing, along with the quality of the product.

Now, when I tell them they’ll be meeting with you, I see smiles and trust. They know I’ve told them Clear Space chooses its clients carefully and has chosen to work with Ontario Shores. That endorsement speaks volumes. It’s not just something I’ve said—they now see the quality for themselves, like a seal of approval.

So, it’s a combination of relationships, time, and the tangible results of the work we’ve done together.

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Will: One of our core goals with the Ontario Shores Foundation was to create a distinct brand identity to distinguish from the Hospital, one that captures the unique mission of the Foundation. Could you share your perspective on the importance of distinct branding in the nonprofit healthcare space?”

Tracy: When we talk about brand equity and recognition, there’s a clear difference between Markham Stouffville and Ontario Shores. At Markham Stouffville, brand equity was already embedded—it’s a beloved community hospital. Ontario Shores is not so much. We’re making progress and building our story, but there’s still a lot of work to do.
Many people don’t even realize Ontario Shores is a publicly funded hospital. They often mistake us for a rehab center or a long-term care facility. The role of the Ontario Shores Foundation for Mental Health and its support for mental health initiatives remains unclear to many.

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“Building the brand is about the story behind it. That narrative is essential. When we started our work together, I prioritized the story over the logo. Getting our story out there was, and still is, the most important aspect of building our brand.”

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Will: We both know that branding isn’t just about logos, or colours, to your point. However, in this case, a change in colour of the logo did play an important aspect to your evolution.

Tracy: Right, we started by looking for a distinct and compelling story. Changing the green from the Hospital logo to blue for the Foundation brand logo helped to leverage our geographic location of being by the lake and water. From that, you established the story of how water is symbolic of healing, support, and buoyancy. Now the Foundation has a distinct voice and image to use in connecting with audiences. I use that all the time now when describing us. It’s beautifully stunning and stands out in the community. You see our ads, when we’re in the Toronto Star and you’re flipping, you can stop and see our stuff now. We stand out.

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Will: One of our most recent collaborations is the the Faces of Ontario Shores campaign, where we highlight real patient stories to generate public awareness and empathy for mental health causes. Could you share a memorable story or piece of feedback from that campaign that really stayed with yo?

Tracy: the Faces of Ontario Shores campaign came about very organically, as you’ll recall, during a meeting between your team and ours. It was truly your idea. We talked about capturing faces and expressions that change depending on a person’s mood or experience, a concept that resonated deeply. It became a powerful and organic representation of hope, symbolizing the range of emotions anyone might feel in moments of mental health struggle or healing.

I feel like the Faces of Ontario Shores has now become central to our identity. I hope you take full credit for this, as it poetically and thoughtfully uses art in motion to reflect what we’re doing at Ontario Shores. It’s also become our tagline—Change the Face of Mental Health. This concept has inspired what we now call the mental health movement, igniting hope and sparking change.

As for a memorable story? I think about Grace.

Grace shared her story very openly with us and she has continued to stay very very close to our Foundation. She continues to share her ups and downs with me from her journey as a nurse, and the struggles with her children. She comes to all of our events. We have built a very strong friendship and relationship. I actually believe that we have helped her with her mental health journey because of the relationship that we’ve built and we’ve given her that profile and that voice. She is and continues to ask us to be part of what we’re doing.

So, to me ultimately what we’re trying to do is help change people’s lives. And I know that this campaign helped change Grace’s life because we gave her a tool and a voice.

Will: We’ve felt really privileged to be able to meet these people and see how courageous they are in willingly putting themselves out there and participating in this because they believe in what you guys are doing.

Tracy: Yeah. We gave them safety to talk about something.

‍Will: That’s really beautiful. To hear that the things we do with creative can help make a change and impact how people wake up every morning and get through their days. That’s awesome.

Tracy: People are struggling in silence and this campaign has given them a voice.

‍Will: We’re also excited to be working on the larger Reach the Shore campaign with you. Could you tell us about the goals for this campaign and what it means to Ontario Shores and the Foundation?”

Tracy: Yesterday, I was asked a question I’ve been hearing for months: “When does the campaign actually start?” So, I conducted an education session on the campaign timeline. I explained that we’re already in year two of the campaign. The process follows a campaign theory—first, there’s planning, then engagement tools are implemented, and so on. This is the catalyst for transforming Ontario Shores from a small, immature foundation into a robust, recognizable force for mental health. It’s about putting Ontario Shores on the map.

As you know, the Faces initiative and other elements have been instrumental in building brand recognition and awareness. With Reach the Shore, we’ll take a bold step forward. In a year, we’ll come out publicly and declare: Ontario Shores needs you and your support. It will be the first-ever campaign for Ontario Shores—bold, visually compelling, inspirational, and hopeful.

This campaign also sets us apart from CAMH. Their campaign is powerful yet has a different tone and feel. From the start, we’ve focused on ensuring that Reach the Shore resonates. It’s symbolic, evoking the imagery of Lake Ontario, and carries an emotional weight that gives people goosebumps. It’s so poignant and meaningful that I believe we should consider copyrighting it.

Will: It’s so unique to you guys. It can only be owned by you.

Tracy: We honestly love it. Every time I share it, people are like, wow. And nobody has a lake. Nobody has all the beauty that we have.

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“No matter what kind of day I’m having, I look at our Reach the Shore creative and I’m like damn, this is the best work we’ve ever done together.”

Reach the Shore and everything we’re building around it is setting us up to be truly comparable on a larger scale. This campaign is the catalyst for our next step. With its tools and pillars, we have a framework that’s adaptable—we can update or evolve it as needed. The Within Our Reach component you introduced adds a critical layer of hope. It ties everything together: Reach the Shore and the idea that what we’re striving for is achievable.

To me, the first three to four years of this campaign represent stage one. From there, we hope to extend it for another five years, transforming it into one of the largest campaigns in the GTA. It’s step one of a massive outreach effort, expanding beyond Durham Region to all of Ontario. This campaign isn’t just about growth—it’s about positioning us as a major player, putting Ontario Shores firmly on the map.

Will: I can really hear the passion in your voice when you talk about this.

Tracy: I’m so excited.

‍Will: To me it's the tip of the iceberg; it’s time to take off. Ontario Shores has been under the radar for decades, now is the time to start boasting about all the great stuff you guys are doing and letting people know who you are.

Tracy: And you’ve given us the tool to do that.

Will: As a leader in the nonprofit mental health sector, what are your hopes for the future of the Foundation and how do you see branding playing a role in that journey?

Tracy: Brand is key because you want to be associated with something highly credible, visible, and exceptional. Historically—though less so in the last three to five years—the stigma around mental health and Ontario Shores often deterred people from engaging with our work. The negative connotations tied to Ontario Shores needs to be reframed.

Our goal has been to shift that narrative through positive storytelling—focusing on hope, recovery, and Ontario Shores’ mandate of support and transformation.

“I believe we’ve made significant progress. While there’s still much to do, the brand work we’ve done, including the inspiring and hopeful imagery associated with Ontario Shores, is helping us attract attention and support. This storytelling approach is critical to drawing people in, including potential donors.”

Will: Since you’ve joined, you’ve added new team members. Can you talk to us about the people who have joined you?

Tracy: It’s definitely been a challenge. I’ve restructured the team, and now we’re in the process of recruiting new board members. The focus has to be on passion—everyone involved needs to be deeply rooted in it. They also need to be goal-oriented, because we can’t afford any weak links.

We were talking the other day about staff ratios—those who are just “there” versus those who are truly exceptional. And while I know it’s unrealistic to expect an entire team of exceptional people, that’s still what I’m aiming for. Of course, that comes at a high cost—both in terms of resources and the effort it takes to keep refining and weeding through to find those high performers. At the same time, I’m mindful of the risk of burning people out. It’s a delicate balance.

Will: To that point about attracting quality of people, do you think improving and evolving your brand has created awareness to the community to say, “Hey, something’s happening over here. Ontario Shores Foundation is doing this amazing stuff. I want to be part of this.”

Tracy: I submitted to our governance committee this morning expressions of interest for our board. Last year, it was all we could do to get two new board members. This year we have four strong candidates for two open positions, and I have a wait list because people are excited, and these aren’t just okay people. These are the high-caliber people who are going to make a difference and ignite change. So, it speaks to the work we’re doing. It speaks to our brand building.

Will: It’s so exciting to see the transformation. This is really important work. We are just in your wake and just stoked to be partnered with you. It’s what gets us up and out of bed every day. This is what we do. Telling stories, supporting leaders like you. We’re so happy and thankful that you brought us with you.

Tracy: I couldn't do it without you. You and your team at Clear Space are creative geniuses. And I trust you with the relationships. I trust you with the positioning. That’s not easy for me. I like control to ensure outcomes are as expected. You are one of the very few that I can say, Will and his team has got this. And he has every well-intention to get us where we need to be. You’re not about getting that dollar. You actually want to help us achieve our goal.

Will: Tracy, thank you so much for this conversation with you. It was a pleasure.

‍Tracy: All right my friend, talk again soon!

Brand Guide. Brand Playbook. Brand Manual. Brand Essence. There’s no shortage of names for this beloved tool of brand and marketing managers across industries and sectors. They essentially are all the same and serve the same purpose; traditionally a printed document, a collection of standards, suggestions and inspo for an organization to maintain brand consistency across various channels. However, when you add “online" to the mix, it transforms these guides into a dynamic, high-value resource, making you wonder how you ever managed without one before!

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The challenge

There have been many forms of the brand guide (we’ll use this simplest term), from basic one-pagers and concise brochures to beefy and beautiful printed manuals from yesteryear. In the last several decades, the combination of the internet and perhaps fiscal constraints shifted the brand guide from paper to PDF. This saves printing and shipping costs, but still leaves you with a major challenge. Whether in print or PDF format, the brand guide remains a static document that’s not very accessible. In today’s fast-pace economy, an adaptable and responsive brand is crucial for an organization’s success.

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The solution

With digital transformation in full swing it’s surprising how many organizations have yet to adopt the web for one of the more important tools in their marketing kit. As just hinted, the online brand guide is essentially a website. Depending on the depth of your brand standards, your site can be as simple as one scrolling page, or several as required. Additionally, the ability to implement password protection ensures that your brand assets remain secure and accessible only to authorized personnel.

Without further ado, here are the 5 ways your online brand guide can save you time and money.

1. It reduces the need for repetitive explanations and clarifications about your brand guidelines. By having a centralized and easily accessible resource, employees and outside users spend less time searching for info and more time focused on creating. This efficiency not only boosts productivity but also minimizes the potential for errors in brand implementation, saving resources that would otherwise be spent on direction and revisions.
2. An online brand guide facilitates faster onboarding and training processes for new team members. Instead of relying on extensive training sessions or one-on-one coaching to familiarize new hires about your brand, they can independently access and learn from the online guide. Brand guides are not just practical tools for creative production, they are also opportunities to tell or remind people about your brand story, articulating high level concepts such as brand positioning, vision/mission, values, etc. This self-service approach accelerates the onboarding timeline and also ensures consistency in how your brand story is expressed across the organization.
3. Its digital nature eliminates costs associated with printing and distributing traditional brand manuals. Organizations no longer need to allocate budget for producing physical copies, updating printed materials, or shipping guides to multiple locations. This cost-saving measure is particularly beneficial for large or geographically dispersed teams, as well as for organizations looking to reduce their environmental footprint by minimizing paper usage.
4. Real-time updateability ensures you are always working with the latest version of an online brand guide. This reduces the risk of outdated information causing confusion or inconsistencies in branding efforts, thereby avoiding costly rework or misalignment in marketing campaigns, product launches, or customer communications. If you’ve worked with Clear Space on a web project before, you know that we use a highly secure and robust online builder called Webflow. Basic training on Webflow is usually included in our project scope, so updating and managing your own brand guide is totally in your control.
5. A centralized, easily accessible platform for all your brand materials transforms how organizations manage their brand assets. Online brand guides allow you to consolidate storage of logos, colour palettes, typography, templates, and other critical files in one secure location. This streamlined approach ensures that users always have instant access – 24/7, 365 – to the latest versions of brand assets, reducing inconsistencies and saving valuable time.

As a brand or marketing manager, imagine a world where you never have to email logos or template files again or repeatedly explain your brand story to new team members. Picture the efficiency gains with seamless version control and the significant long-term savings from investing in an online brand guide. With these tasks streamlined and under control, you can shift your focus from managing your brand to marketing it effectively. That’s a lot off your plate!

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If you’re interested in hearing more about how Clear Space can help you convert your brand guide into a web version, or see examples of online brand guides we’ve created for others, email us at business@clearspace.ca, or fill out our contact form.

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Choosing the right content management system (CMS) is crucial for delivering seamless functionality, enhanced user experience, and long-term efficiency. While WordPress has long been the industry ‘go-to’, innovative platforms like Webflow are rapidly gaining prominence for their custom design flexibility, no-code environment, and intuitive interface.

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At Clear Space, we've been at the forefront of Webflow's evolution, championing its capabilities since its early days in 2012. Today, as Webflow stands as a market leader, we continue to leverage its potential to create dynamic, brand-driven websites that are both powerful and easy to manage. This commitment has shaped our approach to delivering not just a website, but a digital experience that thrives.

The Case for Webflow

Before diving into comparisons, it's crucial to assess your specific requirements. Consider factors such as scalability, ease of use, design flexibility, SEO capabilities, and ongoing maintenance needs. Each CMS caters to different needs, from simple blogs to complex e-commerce sites.

1. Design Flexibility and Customization

One of the standout features of Webflow is its unparalleled design flexibility. Unlike Wordpress, which often requires plugins and custom coding for advanced design changes, Webflow offers a visual editor that allows designers to create pixel-perfect layouts without touching a line of code. This visual approach not only speeds up the design process but also empowers designers to bring their creative visions to life seamlessly.

2. Intuitive User Interface

Webflow's user interface is designed with both developers and non-technical users in mind. It combines the ease of drag-and-drop functionality with powerful customization options, making it accessible for beginners while offering robust capabilities for seasoned developers. In contrast, Wordpress, while widely used, can be daunting for new users due to its steep learning curve and the necessity for managing plugins and themes.

3. Built-in Responsiveness

With mobile usage on the rise, responsive design is non-negotiable for any modern website. Webflow automatically generates responsive code, ensuring that your site looks great on any device without the need for additional tweaking. Wordpress, on the other hand, often requires manual adjustments or reliance on third-party plugins to achieve similar results.

4. Seamless Hosting and Maintenance

Webflow streamlines the hosting and maintenance process by offering integrated hosting services. This eliminates the hassle of managing separate hosting providers or dealing with security updates and backups, which are often required with Wordpress installations. Webflow's all-in-one approach not only simplifies the workflow but also reduces potential points of failure.

5. SEO Optimization

Webflow prioritizes SEO best practices, providing built-in tools that help optimize your site for search engines. From customizable meta tags to clean, semantic code, Webflow empowers users to enhance their site's visibility without relying extensively on additional plugins. Wordpress, while offering SEO plugins, can become cluttered with multiple plugins affecting site performance and security.

Conclusion

While Wordpress remains a popular choice for many websites, Webflow represents a forward-thinking alternative that prioritizes design flexibility, ease of use, and integrated functionality. Whether you're a seasoned developer looking to streamline your workflow or a business owner seeking a modern, responsive website, Webflow offers a compelling solution that transcends the limitations of traditional CMS platforms. By choosing Webflow, you not only enhance your site's performance and user experience but also future-proof your online presence in an ever-evolving digital landscape.

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As a marketing director, you understand the importance of aligning your team around a shared vision. No matter how innovative our concepts or how meticulous your strategies, a project can easily derail without the crucial step of building consensus. Imagine investing countless hours in crafting a visionary brand strategy, only to have it hit a wall because key stakeholders just don’t get it. The success of a branding project hinges not just on the creativity and strategy behind it but also on ensuring every voice is heard and aligned. Learn how we navigate the intricate process of achieving stakeholder buy-in and turning your creative vision into reality.

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1. Engage stakeholders early and often

Proper engagement and participation: From the outset, it’s crucial to identify and involve key stakeholders, including company executives, board members, employees, or community representatives. This ensures the brand creative reflects the diverse perspectives and needs of those it serves. Schedule initial meetings to understand their visions, concerns, and expectations.

Listening to their voice: Facilitate open discussions where stakeholders can freely share their ideas and feedback. This not only helps in gathering valuable insights but also fosters a sense of ownership and collaboration. Tools like surveys, focus groups, and one-on-one interviews can be highly effective.

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2. Craft a comprehensive creative brief

Setting clear objectives: A well-written creative brief is the foundation of any successful branding project. It should outline:

• Targets – Define the primary and secondary audiences.
• Goals and objectives – What do you hope to achieve?
• Competitive analysis – Who is in a similar market space, and how are they positioned?
• Challenges and opportunities – Identify potential obstacles and areas for growth.
• Tone of voice: Articulate the mood or emotion you want to convey to your targets.

Ensuring alignment: Share the creative brief with all stakeholders to ensure everyone is aligned and any discrepancies are addressed early on. This document will serve as a guiding star throughout the project.

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3. Educate stakeholders on design principles

Simplifying complex concepts: Not everyone has a design background, so it’s essential to demystify design principles for stakeholders. Use clear, jargon-free language and visual aids to explain concepts like colour psychology, typography, and layout.

Workshops and presentations: Conduct workshops and presentations to educate stakeholders on how design elements can influence perception and behavior. Real-world examples from the client’s industry can be particularly illustrative.

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4. Establish a compelling narrative

‍Creating a story: A powerful brand tells a story. Develop a narrative that encapsulates the client’s mission, values, and vision. This story should be the backbone of the brand design, guiding the creation of logos, colour schemes, and other visual elements.

Connecting emotionally: Ensure the narrative connects emotionally with the audience. Highlight success stories, the dedication of the staff, and the client’s impact on the community. This emotional connection will make the brand more memorable and meaningful.

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5. Guide decision-makers towards key ideas

Presenting concepts effectively: When presenting design concepts, do so in a way that highlights how each element aligns with the established narrative and objectives. Use mock-ups and prototypes to provide a tangible sense of how the brand will come to life.

Facilitating informed decisions: Help decision-makers understand the rationale behind each design choice. Provide data and case studies to support your recommendations. Be prepared to address concerns and make revisions, but also stand firm on key ideas that are essential to the brand’s success.

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Conclusion

By engaging stakeholders, crafting a clear creative brief, educating non-creatives, establishing a compelling narrative, and guiding decision-makers, you can ensure a seamless and successful brand design project for any client. This approach not only builds a strong, cohesive brand but also fosters a collaborative and inclusive process that all stakeholders can be proud of. Remember, a successful brand is one that thrives on trust, empathy, and a shared vision.

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