Ottawa, March 9, 2018 – Synchro Canada is extremely pleased to announce its recent partnership with TORQUE Strategies and Will Creative who will guide the organization through a re-brand exercise over the next several months.
TORQUE Strategies was founded by the marketing and sponsorship leads from the 2010 Vancouver Olympics with a mission to “elevate the potential of sports, culture and community in Canada”. The company has provided brand and marketing counsel to the Canadian Olympic Committee, Hockey Canada, Canada Basketball and Freestyle Canada, to name a few.
In winning the competition for the project, TORQUE is partnering with Will Creative, one of Canada’s premier creative marketing agencies. The two firms have previously worked together to create brand strategies, brand identities and creative marketing for Freestyle Canada and the annual HSBC World Rugby Sevens tournament stop in Vancouver.
Based in Toronto, TORQUE will bring its analytical eye to evaluating and developing Synchro Canada’s brand – from value proposition through to the organization’s new name – to ensure that it positions the organization and the newly named sport of artistic swimming for growth in Canada. Bart Given, Managing Director of TORQUE Strategies, says, “We’re excited to work with Synchro Canada at this important juncture for the organization and the sport. The visual grace and beauty that Canadians associate with synchronized swimming belies the endurance and intense physical demands of training that are required to compete in this sport. We look forward to helping Synchro Canada tell those stories and elevate the brand to engage long-time fans and to help attract some new ones too.”
Will Creative, out of its Vancouver office, will bring the strategy to life though a new identity and refreshed brand and campaign material. “We have an opportunity to enhance and broaden the understanding of this intense, grueling and complex sport. Ensuring it is widely recognized, respected and supported for its technical, physical, mental and emotional strength and elegance.” says Ute Preusse, Will co-founder and Strategy Director. The rebrand will reinforce credibility and inject vitality across all communication touchpoints, including Synchro Canada’s new entry-level athlete program. The collective goal is to excite membership and communities with the highest quality of visual storytelling.
The project plan will engage stakeholders throughout the process with an objective to unite all member organizations in a new name – reflective of the change to the name of the sport internationally. The project has begun and is expected to put Synchro Canada in position to launch its new brand by late summer, 2018.
ABOUT TORQUE STRATEGIES
TORQUE Strategies develops compelling brand narratives and consumer engagement platforms for brands and rights holders. Through the creative application of market insights, data, strategy and brand building, TORQUE is changing the way marketers construct meaningful engagement. Since TORQUE’s launch in 2014, the firm has cultivated significant growth, doubling revenues year over year, with offices in Toronto, Vancouver and a recent expansion into the Calgary market. Past and present clients include Hudson’s Bay, DHL, Live Nation, TELUS, CIBC, Corus, YVR Airport, KidSport, Freestyle Canada, Canada Basketball, Athletics Canada, Hockey Canada and the Canadian Olympic Committee. The company is also the agency of record for the Canadian tour stop on the HSBC World Rugby Sevens Series.
Will is a creative agency that focuses on the development and amplification of brands through a strong, strategic sense of purpose and emotional connection. Launched in 2014, Will employs 20 full-time staff in their Vancouver office, and works across most major industries. Clients include: Stanley Park Brewing, 2018 Juno Host Committee, BCLC, Honda Celebration of Light, Royal Roads University, lululemon Athletica, HSBC Canada Sevens, Canada Games Council, Freestyle Canada, BC Children’s Hospital, Steve Nash Fitness Clubs, WCLC, Fresh Tracks Canada, Ivanhoe Cambridge, Vestis Fashion Group, Wilson School of Design at KPU, and BrandLive.
ABOUT SYNCHRO CANADA
Synchro Canada is an organization that fosters the pursuit of excellence while developing athletes, citizens, and ambassadors of the sport of synchronized swimming at all levels. From its 1924 beginnings in Montréal, synchronized swimming has been actively pursued by more than 70 countries worldwide. Canada proudly ranks among the best of these nations.
Events & Communications Director