Brand Strategy

The Client:

Since 2003, NBIF has been a launchpad for some of the region’s most exciting, innovative companies. With over $100 million invested, plus $457 million more leveraged from other sources, NBIF has helped create over 113 companies, fund 494 applied research projects, and recruit 75 professors to the province.

NBIF’s portfolio companies and researchers span a wide range of industries, including advanced manufacturing, life sciences, and environmental technologies that help build a cleaner, greener society. As an independent, non-profit corporation, NBIF’s investment returns go back into the Foundation to be re-invested in other start-ups and research initiatives.


The Challenge

NBIF approached The Ginger Agency in the fall of 2019 looking for assistance in reimagining their brand strategy, logo, look and feel, and marketing strategies. NBIF has recently had a change in a number of key roles and strategic priorities, and as such, they were looking to evolve the existing brand and marketing strategies.



The Solution

The Ginger Agency team specializes in developing brand strategies for our clients, and as such, walked the NBIF team through our brand strategy framework. We began with a deep dive into the organization, meeting with key staff, stakeholders, and members of the community. We dug deep into industry research, looking for best in class use cases from around the world. 

We centred the brand strategy around the concept of “Take your ideas further”, speaking directly to the New Brunswick innovators as major economic drivers in the province. To support this, we developed a new visual language and logo to reinforce the new brand strategy. 

Next, we turned our focus towards developing a new comprehensive marketing strategy for NBIF, connecting all of their channels to align with the new brand strategy. This strategy connects across a variety of tactics, from awareness campaigns to day to day execution of their social media strategy.