Marketing · 2026
Brand research, a brand guide, and an ad campaign
Calgary community charity
A Calgary charity connects families with the supports they need. They needed a clearer brand, and a way to reach more families on a small budget. We're not naming them here.
Ask first, design second
Before any design work, we asked the people the charity serves, through several surveys and a focus group.
That research shaped the brand guide. Accessibility is built into it. Body text never uses light or thin type, because it's hard to read with dyslexia or low vision. Every colour pairing is checked for contrast.
The campaign
An eight-week ad plan with the copy written and the ads designed, approved by Google in September 2026. The paid ads point to two places: the charity's free service that matches families with supports, and its peer support for parents. Family story videos stay organic.
| Ad | Names the city? |
|---|---|
| Find supports for your family | No. The service works from anywhere. |
| Meet other parents | Yes. Meeting in person is the promise. |
One thing we learned: Google limits audience targeting for ads in health-related categories. For ads like these, we recommend search keywords over audience lists.
The email problem
A newsletter went out and about one address in three failed. We traced the cause to an old list, not a broken email setup, and wrote a six-step fix.
No results on this page yet. We only post numbers we can show you.
This is what a Calgary marketing agency should do on a small budget: research first, then search ads that match what people type.
More work like this: nine years of growing a seasonal Calgary business and a live market newsfeed. Or see all our work.