Case Studies

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Brand Strategy | Digital Marketing | Paid Media

White Label Homes, Outpost Modular & LCM Design-Builders

What started as a single brand positioning project quickly grew into a full-scale marketing partnership spanning three distinct companies in the residential construction space. Each brand had its own identity, audience, and challenges. The work required building strategy from the ground up and then proving it with measurable results.

White Label Homes

White Label Homes is a distinguished custom home builder in Winnipeg specializing in bespoke residences, luxury renovations, and additions. The engagement began with a comprehensive brand positioning and social media strategy designed to increase brand awareness, generate concrete leads, and establish authority in the luxury custom build market.

That strategy work revealed a disconnect between the brand's positioning and its digital presence, which led the client to rebuild their website to better reflect the core of who they are. From there, we launched paid campaigns across Meta and Google, and the growth arc tells the story. When Meta campaigns launched in November 2024, we were reaching 3,100 people on $161 in spend. By August 2025, reach had climbed past 31,600 on roughly the same budget. Google Ads layered in starting March 2025, pulling 508 clicks and 97 conversions in its first month on just $213. Over 16 months on combined budgets rarely exceeding $1,100/month, the campaigns have consistently delivered qualified leads. By January 2026, we tracked 23 leads in a single month with 27% user growth and a 37% jump in on-site engagement.

Outpost Modular

Outpost Modular was a new venture requiring the same foundational approach we'd taken with White Label Homes, but for a completely different market. Outpost builds pre-made modular homes designed for remote northern communities in Saskatchewan, Manitoba, and Ontario, as well as cottage and cabin owners looking for durable, energy-efficient alternatives to traditional construction.

We developed a full marketing strategy with detailed audience profiles and conducted a thorough website content review, reshaping the messaging to better resonate with the target audience. Paid campaigns launched in September 2025 and the performance was immediately striking. Google Ads pulled a 68.86% engagement rate with 1,280 clicks and over 157,000 impressions in its first month. By January 2026, the account was generating 717 appointment page visits at a cost per lead of $0.89, with a 115% increase in key conversion events and over 53% growth in new users.

LCM Design-Builders

LCM Design-Builders is a strategic construction partner for institutional clients and portfolio owners looking to reposition commercial properties. We built a marketing strategy centred on the tagline "Visualize Potential. Build Results." and focused on positioning LCM not as a general contractor, but as a long-term strategic partner for repeat institutional buyers, with campaigns spanning Google Ads, LinkedIn, and targeted outreach.

Campaigns launched in September 2025. LinkedIn delivered 323 clicks from nearly 40,000 impressions in its first month, reaching over 5,200 asset managers and real estate executives. Google Ads steadily generated 7 to 8 phone call leads per month through fall and into 2026, significant for a B2B play where a single conversion can represent a six- or seven-figure project. LCM saw 53.7% website user growth in January 2026, well above the peer median, and the paid campaigns have directly driven qualified leads converting into large new projects.

The Through Line

Across all three brands, the approach was the same: start with strategy, not tactics. Understand the audience deeply before spending a dollar on ads. Build the brand's digital presence around what actually matters to the people they're trying to reach. Then run smart, targeted paid campaigns and track every lead back to the source. The results speak for themselves.

Digital Marketing

Independent Jewellers

IJL is a heritage jewellery brand established in 1937 with a strong reputation but virtually no digital marketing presence. Starting in early 2022, I built the entire digital ecosystem from scratch: email marketing, Meta advertising, Google Ads, Google Shopping, and web analytics.

The email program grew from 6,000 subscribers and 42 campaigns in year one to over 11,000 subscribers and 110 campaigns by 2025, consistently doubling industry benchmarks with open rates above 50%. Tracked email revenue alone surpassed $472,000 in 2025. On the paid side, I managed $106,000 in Meta spend across 49 campaigns reaching over 2.6 million people, and ran Google Ads at a 15:1 return on ad spend, turning $39,800 into nearly $600,000 in tracked revenue.

Four years in, the program has generated over $1.5 million in tracked digital revenue with year-over-year growth still accelerating.

Full Rebrand

Northern Windows & Doors

Northern Windows & Doors is an Edmonton-based window and door company that came to me with no cohesive brand identity and a need to be taken seriously in a competitive market. I built their brand from the ground up.

The centrepiece was a custom logo that fuses a maple leaf with a four-pane window, rooted in their Canadian-made positioning. From there, I developed a full colour palette and visual identity system, then rolled it out across every touchpoint: business cards, letterhead, envelopes, presentation folders, vehicle wraps for their fleet (van and truck), branded apparel, a product catalogue with hand-planned layouts, lawn signage, and a full website concept. I also created a pitch deck to help the ownership group present the new brand direction internally.

This wasn't just a logo job. It was building an entire company's visual world from scratch and making sure it held up everywhere, from a mug on someone's desk to a wrapped F-150 on the highway.

Brand Positioning Strategy | Web Development

Elevate Sports
Performance & Recovery

Elevate Sports Performance & Recovery came to me as a sports spa with incredible services and zero strategy behind how they were talking about them. Their website was thin on content, hard to navigate, and nearly impossible to find pricing or service details on. Their social media presence lacked direction, and their paid advertising wasn't anchored to any real messaging framework. The brand had all the right ingredients, but it wasn't speaking to the people who needed to hear it most.

I started by repositioning the brand around the experience rather than the equipment. Instead of leading with modality names like "compression therapy" and "infrared sauna," I built the messaging around outcomes their target audience actually cared about: reducing stress, speeding up recovery, boosting energy, and healing. This became the foundation for two signature cycles (the Wellness Circuit and the Recovery Circuit), each with its own curated experience. The rebrand gave Elevate a language their audience could connect with, not just a list of services.

From there, I rebuilt their website from the ground up. I restructured the sitemap to include dedicated landing pages for each cycle and each service, with clear calls to action, transparent pricing, and rich content designed to educate and convert. The added depth also dramatically improved their SEO footprint, weaving high-value search terms like "infrared sauna Winnipeg" and "cold plunge therapy" throughout. I art-directed and commissioned on-location video content showcasing each service, which was embedded across the site and repurposed for social. The results were immediate: a 181% increase in active website users, 168% increase in engaged sessions, average session duration jumping from 2 minutes to over 6 minutes, and a 198% increase in new users.

I also developed a comprehensive social media strategy focused on Instagram as the primary channel, built around four content pillars (the science, the benefits, the programs, and wellness tips) and grounded in the philosophy that social is a place to build relationships, not just push promotions. Alongside the organic strategy, I planned and ran paid campaigns across Meta and Google, with messaging tied directly to the repositioned brand and the wellness cycles. Over six months of Google Ads at a modest $500/month spend, the campaigns generated 89.9k impressions and 2.7k clicks, with nearly half of those (1.24k) landing directly on the appointment booking page at a 3% CTR and a 43.1% return on ad spend. The paid strategy turned the website into a proper conversion engine rather than a digital brochure collecting dust.

Brand Development | Website Design | Digital Advertising | Content Strategy

Garrington Group

Garrington Capital needed to launch a new sub-brand, Garrington Private Credit, and bring it to market with the kind of credibility and polish that the private lending space demands. I came on board to build the brand from scratch - designing the logo, developing a comprehensive brand guide, and leading the full website build from concept through to launch.

What started as a single brand project quickly grew into something much bigger. I now serve as a marketing and brand consultant across the entire Garrington Group, working with the parent company and its sub-brands to keep everything aligned and moving forward.

Here's the rundown of what that looks like in practice: I designed the Garrington Private Credit logo and created the brand guidelines that govern how the brand shows up everywhere - from digital to print. I then led the website build, shaping the site architecture, content strategy, and visual direction to position the fund as a serious player in the private credit space.

From there, I launched paid advertising campaigns on LinkedIn and Google, which delivered a 208% increase in qualified leads. That kind of result came from dialling in the targeting, refining the creative, and constantly optimizing based on performance data.

I also built the brand and website for Baker Garrington, another entity under the Garrington umbrella, handling the logo design and full web build. For Garrington Capital itself, I developed a 10-part video drip campaign for LinkedIn designed to educate prospective investors and build trust through thought leadership content. Each script was written to break down complex financial concepts into clear, compelling narratives.

On top of the project work, I handle ongoing website maintenance across all three brands and continue to consult with the team on marketing strategy, content direction, and brand positioning.

Brands I've worked with