Let’s make it happen.

So you need stuff to happen. Get that sales chart moving north-east. Figure out why nobody has heard of your new ‘this-will-change-the-world’ service. Maybe just understand how to get your insanely great little company to stand out in the big bad digital world. You want it to be great, and you want to work with people who are as passionate as you are. And you want it to happen now. Let’s talk…we love solving problems, brainstorming strategies, and creating powerful new ideas to make things happen.

Canada’s largest celebration of sport is coming to St. John’s in the summer of 2025. As Canada’s largest multi-sport event, this will be a significant occasion for the city and province. In 2022, we started working with the 2025 Canada Games Host Society to create a logo and visual identity that capture the spirit of Newfoundland & Labrador and the Canada Games. Reflecting the natural geology of our jagged coastline, famous architecture, and the shared flames of competition, goodwill, and passion, this youth-led design celebrates the vibrant welcome that awaits every participant of the St. John’s 2025 Canada Games.

Idea Factory was excited to be tasked with developing the branding for St. John’s’ first East Coast Hockey League team. That excitement turned to immense pride when the Growlers logo was named the Best New Sports Logo of 2018 by sportslogos.net. The award-winning logo is visually compelling, but what is most interesting about it is the story behind its inspiration—a story that is 100% homegrown.

During the creative process, a team member stumbled upon an image of Sable Chief, a Newfoundland dog that served as the mascot of the Newfoundland Regiment during World War I, with his handler, Pte. Hazen Frazier. This image not only resonated with our province’s history but also symbolized the bravery and sacrifice of the resilient young Newfoundlanders who fought during that time. It immediately became the inspiration for the Growlers’ identity. The vintage feel of the Regiment uniform, along with the tones within the material complementing the dog’s dark hues, formed the foundation of our color palette.

As a dog widely known for its extreme loyalty and fierce protectiveness, the Newfoundland dog was seen as the embodiment of the Newfoundland spirit. Therefore, Sable Chief became the central feature of the logo. Portrayed as stoic and stern—almost on the brink of a growl—Sable is illuminated to create a stark contrast that commands attention and presents the dog as a fierce guardian of our island, unafraid to defend what’s ours. This iconic dog’s head is paired with a forged-style font, with hard edges and strong weight, suggesting it was branded with iron or chiseled from stone, contributing to the vintage style.

Strength, resilience, and loyalty are what the Growlers stand for, embodying the same qualities cherished by Newfoundlanders and Labradorians everywhere.

Idea Factory teamed up with Coast Tire, one of the largest tire and auto service chains in the Maritimes, in 2019. Since then, our collaboration has spanned several areas, including social presence, in-store promotions, digital ads for Tire Blitzes, and email marketing.

Since partnering, Coast Tire has experienced impressive social growth, with a 264% increase in reach and a 155% increase in post engagements. Coast Tire’s audience is growing and dedicated, with 8.3K Facebook page likes, 5.7K Instagram followers, and strong social sentiment.

It’s not every day you get to partner with a Newfoundland legend – and in 2023, we did just that. Celebrating its 130th year, the India Beer brand boasts a strong legacy in the province. Despite limited marketing, sales have been steadily growing year after year, demonstrating organic growth and brand loyalty. To sustain this positive momentum, Molson Coors aimed to increase investment in marketing to attract new India drinkers, while remaining true to their local roots. Since the brand team is based on the mainland, they were seeking a local marketing partner with a deep understanding of the community to drive social media efforts and provide local marketing support.

Our approach involved participating in local Newfoundland culture and highlighting the history of NL and India Beer to spark engagement and conversation about the brand on social media. We collaborated with local companies such as Leaman Signs, Relic, the Newfoundland Growlers, and the SPCA to strengthen community ties. Additionally, we kept India’s audience informed about retail promotions and provided opportunities for them to win freebies. By capturing the brand’s spirit through photos, we emphasized the brand truth: India belongs everywhere, no matter what you’re doing, where you go, what you wear, or who you’re with.

In Newfoundland and Labrador, nearly half of the general public (47%) believe they have a good understanding of what it means to live with a disability. However, only a small portion of persons with disabilities (13%) feel that the general public truly grasps their experience. There’s clearly a disconnect.

We wanted to challenge assumptions about disability in Newfoundland and Labrador by showcasing the distinctly ordinary people who make up the disability community. Only when we can see the person can we break down the barriers that keep us apart.

We developed a public awareness campaign featuring Canadian cultural icon, actor, writer, and comedian Mary Walsh, having a chat with individuals living with disabilities to share the barriers they face in everyday life. The key message was: “Disability is a distinctly normal part of Newfoundland and Labrador society. Only when we can see the person can we all break down the barriers that keep us apart.” The integrated media campaign used a blend of traditional and digital channels to raise general awareness of the barriers faced by people with disabilities in the province. The overarching goal was to foster awareness and conversation, which was successfully achieved with high engagement and website traffic.

As the only facility in the province offering radiation therapy, Dr. H. Bliss Murphy Cancer Centre has provided committed care and dedicated support to thousands of cancer patients in Newfoundland and Labrador since its opening in 1994. As cancer rates continued to increase at an alarming pace over the years, it became clear that the existing facility would not be able to handle the influx of new patients—1 in 2 Newfoundlanders and Labradorians, according to statistics.

As part of a fundraising campaign for a new state-of-the-art Chemotherapy Unit at Dr. H. Bliss Murphy Cancer Centre, Idea Factory decided to feature local people dealing with the disease. Dispersed across digital, TV, and social platforms, their deeply compelling interviews formed the basis of the campaign and helped remind all Newfoundlanders and Labradorians that when it comes to cancer, we’re in this together.

In 2020, the In This Together campaign reached its $6.5 million fundraising goal. This success is due to compelling creative work and strong media partnerships. The Telegram published features on our participants, while CBC provided extensive exposure with news articles and TV spots. CBC also produced and broadcast the video for “One Voice,” an original choral piece performed by the NSO with Shallaway Youth Choir, Newman Sound, Lady Cove, and more. Our partners’ generosity allowed the campaign to reach every corner of the province, proving that when it comes to cancer, we’re in this together.

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Like any good nation, Lamb’s Nation deserved an anthem. So we sent a call out asking fans to write and record an original anthem for a chance to win $15,000 and the opportunity to perform their track live on stage during the legendary George Street Festival. We picked our top ten and then let the fans decide on a winner by voting online. 40,000 votes later – we had a winner.

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Like any good nation, Lamb’s Nation deserved an anthem. So we sent a call out asking fans to write and record an original anthem for a chance to win $15,000 and the opportunity to perform their track live on stage during the legendary George Street Festival. We picked our top ten and then let the fans decide on a winner by voting online. 40,000 votes later – we had a winner.

Like any good nation, Lamb’s Nation deserved an anthem. So we sent a call out asking fans to write and record an original anthem for a chance to win $15,000 and the opportunity to perform their track live on stage during the legendary George Street Festival. We picked our top ten and then let the fans decide on a winner by voting online. 40,000 votes later – we had a winner.

A sound strategy starts with achievable objectives. Our team will challenge traditional thinking, dig for insights, and simplify complex challenges to positively impact your business. We’ll help you see the world through the eyes of your customers, because it’s our job to change their behaviour to help you meet your marketing goals.

Creativity is a powerful tool. It allows us to break down barriers, communicate with consumers, and change behaviours. We produce work that is simple, but smart. Our authentic, memorable, and fresh ideas tap into core human emotions to inspire desire. We imagine, design, and execute these ideas to build businesses and generate brand loyalty.

Why do people go to your website? How do they find you? How will they interact with you? What do we want them do? Our process begins with a lot of questions. From there, it’s our job to work with you to build a simple user experience (UX) that is seamless from device to device.

Social media isn’t just about increasing ‘engagement’. It’s about building a human conversation around meaningful content. It’s powered by insightful data and driven by results. Starting with the development of a sound strategy, our team will create beautiful, dynamic, and engaging content to steer the conversation around your business.

Search is much more than just clicks and keywords. Intent and insight is what makes it meaningful. As a Google Partner agency, we dig deep to develop powerful strategies that will capture and influence the intent of your target audience. Once in market, we use data from Google AdWords and Analytics to uncover key insights that will strengthen your results.

If creativity is the engine that drives the message, then media is the road on which the message runs. It’s built using a balanced plan that leverages the right channels at the right time. We maintain close relationships with suppliers across all channels to ensure you’re getting quality and value while effectivity reaching your audience.

Strategy

A sound strategy starts with achievable objectives. Our team will challenge traditional thinking, dig for insights, and simplify complex challenges to positively impact your business. We’ll help you see the world through the eyes of your customers, because it’s our job to change their behaviour to help you meet your marketing goals.

Creative

Creativity is a powerful tool. It allows us to break down barriers, communicate with consumers, and change behaviours. We produce work that is simple, but smart. Our authentic, memorable, and fresh ideas tap into core human emotions to inspire desire. We imagine, design, and execute these ideas to build businesses and generate brand loyalty.

Web Design & Development

Why do people go to your website? How do they find you? How will they interact with you? What do we want them do? Our process begins with a lot of questions. From there, it’s our job to work with you to build a simple user experience (UX) that is seamless from device to device.

Social Media

Social media isn’t just about increasing ‘engagement’. It’s about building a human conversation around meaningful content. It’s powered by insightful data and driven by results. Starting with the development of a sound strategy, our team will create beautiful, dynamic, and engaging content to steer the conversation around your business.

Search Marketing

Search is much more than just clicks and keywords. Intent and insight is what makes it meaningful. As a Google Partner agency, we dig deep to develop powerful strategies that will capture and influence the intent of your target audience. Once in market, we use data from Google AdWords and Analytics to uncover key insights that will strengthen your results.

Paid Media

If creativity is the engine that drives the message, then media is the road on which the message runs. It’s built using a balanced plan that leverages the right channels at the right time. We maintain close relationships with suppliers across all channels to ensure you’re getting quality and value while effectivity reaching your audience.

Adam Puddicombe

VP, Digital Strategy
Ext. 224



adam

Ruby Carolan

Brand Planning Lead
Ext. 240


Ruby

Steve Penney

Creative Director
Ext. 230


steve

Valerie Donnan

Director of Client Operations
Ext. 225


valerie

Scott Shannahan

Systems & Production Lead


Scott

Hersh Srivastava

Digital Lead
Ext. 221

hersh

Anna Bullock

Art Director
Ext. 235


anna

Greg Merner

Sr. Art Director
Ext. 233

greg

Samantha Allen

Client Success Manager
Ext. 222


Samantha Allen Idea Factory

Joe Tanner

Creative Content Manager
Ext. 247


joe

Brittany Barry

Digital Project Manager


Brittany Barry

Craig Moulton

Creative Writer

Ext. 241


craig

Emma Patterson

Digital Designer

Emma

Sean Cadigan

Chief Financial Officer
Ext. 237


sean

Sharanya Kini

Accountant
Ext. 221


sharanya

Ed Roche

CEO/Executive Creative Director & Founder
Ext. 228



ed