Ayoko Magazine Issue 5 by Ayoko Magazine

ISSUE

BRANDING THE

ISSUE 5 SUMMER 2015

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AYOKO MAGAZINE ISSUE 5 | Summer 2015 www.AyokoMagazine.com EDITOR-IN-CHIEF + ARTISTIC DIRECTOR Yoko Chapman WRITER + EDITOR Daniel Billinkoff BRANDING

In This Issue

SENIOR GRAPHIC DESIGNER Ayame Ulrich

THE

ISSUE

A NOTE FROM YOKO | 7 REBRANDING SHELMERDINE

GRAPHIC DESIGNER Devon Edie

A New Look That’s Second Nature | 9

PHOTOGRAPHERS Erin Alexander Sean Philips

BUILDING YOUR BRAND BOOK Why Every Business Needs a Visual Identity Standards Guide | 13

VIDEOGRAPHER Sean Philips

ISSUE 5 SUMMER 2015

Brand Positioning Statement | 16

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Building Your Brand Book

Photography | 26 Brand Videos | 28 Workspace + Interior Design | 30

PROOF READER Nanci Dagg TOM ILLUSTRATOR Justin Petkau FOLLOW US ON

SEE STORY ON PAGE 13

Trade Shows | 32 Websites + Social Media | 34

ON THE COVER

DR. RYAN AND LIVING BIG Real Health. Custom Tailored. | 36

BELLISSIMO RESTAURANT & LOUNGE A Day in the Life | 38

THE HEART AND SOUL OF STRATFORD PRICE

NECKLACE: VINTAGE BLING SUMMER SALAD: THE MITCHELL BLOCK RUFFLE CAKE: SWEET IMPRESSIONS

Business Romance | 40

WHAT’S NEW WINNIPEG

PHOTO: ERIN ALEXANDER PHOTOGRAPHY

The Winnipeg Pet Show | 42

STYLED BY: AYOKO DESIGN INC.

Rubia Darya | 42 Mokada Custom Jewelry Design Studio | 44 Forum Art Centre | 44

PUBLISHER Ayoko Design Inc. 202–1311 Portage Avenue Winnipeg, Manitoba, Canada R3G 0V3 P: 204.612.5944 | F: 204.505.3034 www.AyokoDesign.com ADVERTISING INQUIRIES Yoko Chapman hello@ayokodesigninc.com P: 204.612.5944 Ayoko Magazine may contain advertisements and advertorials for third parties. Advertorials are labeled “Special Advertising Feature.” Ayoko Magazine does not explicitly or implicitly endorse third parties in exchange for advertising.

Tapastry At Niakwa | 44 Rising Star Courier | 46 Lisa Waite Traduction | 46 Faveri’s Wood Furniture | 46

Although the editor and publisher have made every effort to ensure that the information in this magazine was correct at press time, the editor and publisher do not assume and hereby disclaim any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from accident or any other cause.

WATCH CHARM BRACELET VINTAGE BLING

FLOWERS: ACADEMY FLORIST

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MODERN AND ELEGANT DESIGN

Spe2cializing3

I N C O R P O R AT E ORDERS & EVENTS

P | 204.488.4822 TF | 1.877.588.4822

W W W . A C A D E M Y- F L O R I S T S . C O M

M OOD BOARD

CRYSTAL + GOLD NECKLACE VINTAGE BLING

COLOUR PALETTE

SUM ME R SAL AD THE MITCHELL BLOCK

CORAL AC A

Photos: Erin Alexander Photography

LD N + GO , GREE S R E W LO F T F LO R IS DEMY

A Note From Yoko

TAYING TRUE TO YOUR BRAND

A brand is a living creature that evolves and grows with a company as time goes on. YOU are your brand. Everything you and your team says and does is your brand. Visually, everything from your business cards to office décor and even the coffee you serve your clients is your brand. During my 15 years in business, I have seen my own brand change first-hand as a result of new products and services, fresh ideas, new business relationships, a change in my thinking or philosophy, a response to customer demands, the need to remain fresh and, most importantly, the need to set myself apart from the competition. In many ways, I have viewed 2015 as my year for a fresh start. There have been many changes to my business and I have found myself constantly reviewing and refreshing my own brand Ayoko Design, as well as Ayoko Magazine. On the mood board featured here, I compiled the branding elements and design inspirations created specifically for this issue of Ayoko Magazine. Whether you use magazine clippings or an online tool like Pinterest,

RUFFLE CAKE SWEET IMPRESSIONS

mood boards are the perfect way to explore, organize and visualize everything that your brand can be. To give you a broader sense of the branding process, I have also used this issue to showcase a selection of local businesses who have undergone rebranding of their own over the past year or two. A clear trend for these businesses is their desire to refocus, simplify, refine and stay true to what sets them apart. If you’re already inspired to refine your own brand, but you’re unsure where to start, have no fear! To help you get started, the Brand Book section of this issue was developed to provide an introduction and practical guide for the branding process. I hope you enjoy this issue and find these tips inspiring and useful when it comes to keeping your business on track and true to brand. Happy reading and happy branding, YOKO CHAPMAN Publisher, Editor-In-Chief + Artistic Director

Yoko

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436 Academy Road â&#x20AC;˘ 204.487.4193 www.europeanshoeshop.com

RE BRANDING SHELMERDINE

A NEW LOOK THAT’S SECOND NATURE

Text by Yoko Chapman + Daniel Billinkoff Photos by Erin Alexander

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ince 1937, Shelmerdine has represented a significant portion of the local garden centre mindshare. In recent years, it became very clear to co-owners Nicole Bent and Chad Labbe, who both grew up in the business, that it was time for the Shelmerdine brand to catch up with what they have truly become: a lifestyle enjoyment centre and greenhouse growing operation. Customers come to Shelmerdine to do much more than shop. They run into old friends, enjoy tea in the café and reconnect with nature. Being around all those plants does a lot for the human spirit, too. Most importantly, they leave smiling, inspired and excited to return. What Nicole and Chad learned was that they were much more than Shelmerdine Garden Centre, and that’s why their new brand ‘Shelmerdine – Second Nature’ is a perfect fit. EVOLVING TO BECOME MORE THAN A GARDEN CENTRE With Winnipeg’s short growing season and Shelmerdine’s rural location, store traffic is unpredictable and varies greatly. Creative new ideas and increased offerings became a necessity to keep sales going given that 60% of their annual business occurs in May and June. Nicole’s first step in diversifying their offerings was to introduce a line of high-end outdoor furniture. She also noticed a trend in European garden centres featuring fashion,

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cafés and beautiful restaurants. While the cornerstone of Shelmerdine is their indoor and outdoor plants including Christmas trees and poinsettias, they also offer the area’s largest greenhouse growing operation, landscaping services and supplies, gardening goods, furniture and home décor, giftware, women’s fashions and a café. Presently, 50% of sales are from plants, 25% from women’s fashions and 25% from gift and gardenware. BRINGING THEIR BRAND INTO THE FUTURE Generations of shoppers come through their doors, but with gardening being an aging demographic, their focus has been on young families and homeowners. They had the same logo for years and, with the introduction of fashion, they felt it was time to sharpen their image and up their “cool factor” while staying true to their roots. They also felt that their old website was too static and that it was time for an updated web experience including an e-commerce component. Shelmerdine wanted to create a new visual identity that was timeless, classy and interesting. The old logo was not an actual font and it didn’t pair well with modern typefaces. The length of the logo had always presented limitations, so it was decided to remove Garden Centre from the name after 78 years in business. The shift from being exclusively a garden centre brand to a lifestyle centre and greenhouse growing operation was a welcome departure. Nicole said her design inspiration came from stores like Anthropologie and Greenland Garden Centre in Alberta; and Christmas inspiration came from stores in Holland.

A COLLABORATIVE REBRANDING PROCESS Shelmerdine worked with Winnipeg’s Vantage Studios and Print Shop to develop their new branding and website. They worked together to find and refine the new direction of the brand, and Nicole was pleased that it was a collaborative process. “Shelmerdine has a long history in Manitoba and their identity was untouched for decades. Nicole wanted to breathe new life into the brand while still maintaining its rich history. Our process involved Nicole and her team from beginning to end, from learning about Shelmerdine and its history to developing a strategy, concept and what is now the Shelmerdine brand,” explains Donavan Robinson, Managing Director of Vantage Studios and Print Shop. “Working closely with Nicole and her team was key to developing a successful brand. Nicole and her team had to believe 100% in the new brand and being part of the process was the only way to achieve this. The collaborative process was very enjoyable for our entire crew that worked on the project and we are all very proud to be working with such a great group of people at Shelmerdine. We hope to continue our work with Shelmerdine for years to come.” Vantage Studios took Nicole’s sources of inspiration and came back to her with two mood boards. One was a very sophisticated New York hotel style, and the other was more earthy and casual. Nicole had a clear sense of what she wanted the new branding to represent and felt it should be a combination of both of these styles. For a second opinion, Nicole shared the new look with her team. They fell silent and said it was perfect – they loved it! With their approval, she took the new branding to show her dad, Bob Wohlers. Having been the former owner, he was happy with the old look

A selection of Shelmerdine’s expanded offerings (page 9), including gardenware, men’s giftware (above) and women’s clothing and accessories (below)

and didn’t see a need to change it. But once he approved it, the new brand was set and Shelmerdine moved boldly forward with their new visual identity. The entire process to develop the new brand and website took a full year, and Nicole is so happy they made the leap. She feels that Shelmerdine is better positioned for the future and represents the statement they want to make. THE END RESULT IS A WINNER Shelmerdine’s new branding is fresh, hip, stylish and timeless. The subtle name change is still recognizable, but far more relevant. Nicole said developing the Second Nature tagline was a struggle, but very befitting – a visit to Shelmerdine is like “second nature.” In addition to the subtle name change, Shelmerdine also changed the green logo that had been with them for years to navy. Nicole never expected to see navy and orange on her business cards, but feels the new colour palette illustrates that Shelmerdine is far more than just a garden centre. Nicole wanted the staff to have a warm and approachable image – they hire for friendliness before plant knowledge – and the vibrant orange accent is a visible and happy colour that she feels is ideal for staff uniforms.

Vantage Studios developed a second, circular stamp logo variation that is especially useful for social media, bags and packaging, shirts, in-store signage and business cards. This logo can also be seen on Shelmerdine’s private label products including beautiful soy candles made by Soy Harvest Candles and chocolate shortbread cookies by Shippam and Associates. When asked about customers’ response to the new branding, Nicole said, “when we closed at Christmas, it was under our old logo. When we reopened it was with our new logo, new shopping bags, new T-shirts and new signage – and I didn’t hear one mention of it from one customer on that busy day! I thought that was really interesting and maybe that says that it’s more about the experience than it is the brand? Maybe the brand sometimes means more to the owner of it than it does to the public? Other people do seem to be very aware and they compliment us and give us feedback on it, all of which has been really positive. Or, maybe it’s all part of our second nature philosophy. It fits who we are now, so why think much about it?” No matter the season, check out Shelmerdine’s stunning new website at www.shelmerdine.com for endless inspiration!

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November 6 + 7 1 venue 2 days 3 organizations 4 floors 5 workshops 50 artists In celebration of Craft Year 2015, CRAFTED is the first ever juried craft show and sale at the Winnipeg Art Gallery. ADMISSION

MIMI MIRUS

wag.ca/crafted

BUILDING your

BOOK WHY EVERY BUSINESS NEEDS A VISUAL IDENTITY STANDARDS GUIDE Text by Yoko Chapman + Daniel Billinkoff

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A bird’s-eye view of the Knudson Law Office business collateral

BRAND BOOK ANATOMY OVERVIEW our small lawn care business has quadrupled in size after your first season in operation. Until now, you have been a Jack of all trades, designing your own logo, website, business cards and brochures. Now that you’re too busy for DIY, you hire a talented college student to help you design some promotional pieces. She does a brilliant job, but is too busy to take on more work during the school year. What now? You hire another designer who decides to purchase stock images to use in your latest brochure, using your old brochure design file as a template. This new file does not include any of the images and fonts that your last designer introduced. Your new brochure is very nice, but, other than your logo, there are no recognizable brand elements from your last promotional piece. To top it off, the stock photo on the cover turns out be the very same one that your competitor just used on their new flyer that came out two days before yours. This situation is all too common, and it’s a marketing disaster. A brand becomes compromised when its visual identity is inconsistent. Whether you are a small Mom and Pop operation or a large corporation, a Brand Book or Visual Identity

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Standards Guide is a critical tool that will ensure your brand is represented consistently across all marketing platforms. Ensuring your company has clear standards for representing your voice and personality will keep your brand strong and deliver the same message to everyone, no matter who designs your marketing collateral. Whether it is one page or 20, your Brand Book establishes a clearly defined set of rules for visually representing your business online and offline. It is a reference point for any designer who may come on board at any stage of the game. By creating a simple set of rules, you also have the opportunity to thoughtfully compose a stylish and cohesive collection of unique brand elements that will strengthen your brand. By ensuring your company’s promotional pieces incorporate the same logo style, colour palette, typography and imagery both online and offline, your brand will remain strong and continue to grow and gain recognition. For this issue, Ayoko Magazine interviewed the following Winnipeg businesses about their brands to illustrate the Brand Book elements featured in this section.

BRAND BOOK ANATOMY OVERVIEW Knudson Law Office BRAND POSITIONING STATEMENT Boon Burger Café BUSINESS NAME, LOGO + TAGLINE Planned Perfectly Specialty Linens & Draping TYPOGRAPHY + FONTS Pure Design•Build COLOUR PALETTE The Winnipeg Pet Show GRAPHICS + IMAGERY I Promise Marriage Commissioner PHOTOGRAPHY Vintage Bling BRAND VIDEOS Perth’s Drycleaners WORKSPACE + INTERIOR DESIGN Academy Florist TRADE SHOWS Algonquin Travel & Cruise Centre TravelPlus WEBSITES + SOCIAL MEDIA Winnie the Bear

P h o t o s p a g e 1 3 + 1 4 : Ay a m e U l r i c h

B UI L D I NG YO UR B R A N D B OOK

brand is the emotional response to what your company is and what customers can expect.

PRIMARY LOGO / LOGO & VARIATIONS /

THE FOUNDATION OF YOUR BRAND IS YOUR: • Brand positioning statement • Company name, logo and tagline • Typography and fonts • Colour palette • Graphics and imagery • Photography • Videos • Workspace and interior design • Trade shows • Websites and social media

/ COLOURS & PATTERNS / / LOGO & VARIATIONS /

SECONDARY LOGO

COLOURS + PATTERNS

IT’S TIME FOR A BUSINESS TO REBRAND WHEN: • It undergoes a major change like a new name, rapid expansion, merger or acquisition • There’s a need for more logo variations due to product or service diversification • Current branding becomes dated • The branding no longer reflects the quality of the business • You want to catch customers’ attention and remain top-of-mind • A suitable domain name is not available

CASE STUDY / Law Firm

KNUDSON LAW OFFICE www.knudsonlaw.com

Knudson Law Office is a Winnipeg-based law firm specializing in Real Estate Law and Wills and Estates. In 2012, Knudson Law Office opened their new practice on Portage Avenue and required complete branding, graphic design, printing services, ad design and interior design services. Essentially, Knudson Law Office was in need of the full branding enchilada. We asked Curtis Knudson, B.A., LL.B., lawyer at Knudson Law Office, about his goals and experience branding his law practice.

TAGLINE

/ COLOURS & PATTERNS /

TYPOGRAPHY

Primary Font

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Accent Font

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ WORKSPACE DESIGN

WEBSITE

BRAND PHOTOS

“I wanted a logo and branding that was professional, but still welcoming. The tagline is: ‘Commitment, Down to Earth Communication, Solid Advice.’ It was important that everything about our branding and interior design reflected our company philosophy and tagline. Clients often comment that they really like our design and colour choices when they visit the office.”

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B U ILDIN G YOUR B RAND BO O K

ONE

no.

BRAND POSITIONING STATEMENT

our brand positioning statement defines your unique purpose, mission, values, promise, philosophy, character and pledge. At the same time, it serves as an introduction to your brand’s tone and voice. To begin the process of writing your brand positioning statement, list and rank the values that impact your business’s direction and decisions. Some examples include: • Happy customers • Maximum profits • Long-term success • Comfortable work atmosphere

• Satisfied staff • Strong market position • Leader in technology and innovation • Industry and market recognition

• Environmental protection • Product / service quality • Ethical standards • Community / charity contributions

Your next step will be to assemble your priorities using a structure similar to this example: [Company Name] pledges [Customer] they will deliver [Promise] with [Character and voice you present].

BOON BURGER CAFÉ www.boonburger.ca

Boon Burger Café is Canada’s first all vegan burger café offering a 100% animal-free, menu. Their goal is to make every ingredient sustainable. A large part of the menu is organic, local or fair trade. The first Boon Burger franchise is now open in Barrie, Ontario. We asked Anneen DuPlessis, co-owner with Tomas Sohlberg, about the process of developing Boon Burger’s brand positioning statement. “Our mission statement is still the same: Providing people with delicious food that is better for them, the environment as well as eliminating needless animal suffering – the last is probably the closest to our hearts. Boon will always represent modern vegan food, forward thinking as well as providing a safe and uplifting environment for all staff. When we came up with the concept almost six years ago now, we wanted to create a brand

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that already felt like it was a franchise... but we also never wanted to be generic or boring. Boon means bean in Afrikaans and it was a no brainer to have our logo be represented by some sort of a bean. We thought that the green bean against a black background would be pretty sharp looking. We added the little sprout, which represents growth and new life to us. It is also a logo that can easily be drawn by anyone – fans can easily draw the logo and we think that is pretty cool! My brother, Paul, lives in New York and is a designer / architect. I always approach him to ask his opinion – he really has a good eye for colour and is always up on the latest trends. We wanted our concept, logo and style to be timeless – we wanted it to still no animals were look great and harmed in the making fresh ten years of your meal from now!”

brand positioning statement we make the best vegan burgers. at boon we strive for excellence in food quality, food consistency and taste. we believe that every meal we serve eliminates needless animal suffering. our food is better for the environment as well as our health. we offer our customers a comfortable space and a relaxed environment. we are non-judgmental, we strive to educate about the vegan lifestyle along the way. we value our staff and offer them a safe work environment. we accept and respect staff from all backgrounds, religions as well as all sexual orientations. we align ourselves with likeminded companies and always try to support local businesses, events and charities.

Photo: Erin Alexander Photography

CASE STUDY / Vegan Restaurant

Hand-Crafted in the United States

ONLY AT FAVERI’S

HANDCRAFTED IN NORTH AMERICA

Why Bamboo? Because it looks boss! Inspired by West Coast surfer culture, the Surf Collection’s casual sophistication and comfortable cushioning portends years of energetic outdoor living. Its relaxed attitude and engineered bamboo mortise and tenon construction, empower this stylish and strong design.

625 WALL STREET WINNIPEG, MB | 204.957.4940 | FAVERISWOODFURNITURE.COM

no.

MONOGRAM BUSINESS NAME

LOGO

TAGLINE

BUSINESS NAME, LOGO + TAGLINE hoosing a business name can be a clear and obvious decision directed by the products and services themselves. Other times, choosing a suitable and effective name requires major thought and strategy. If you’re unsure where to start, this list of naming strategy considerations should give you some insight into the process: • Owner’s name • Type of company • Search engine recognition • Domain name availability • Geographic location • Alphabet ranking • Descriptive characteristics • Effective acronym • Easy to spell (four to eight letters is ideal) • Straightforward presentation (avoid unusual spacing, hyphens and symbols) • Easy to pronounce • Original and memorable • Works in markets globally • Can you grow with it? • Timeless and adaptable to the future

CASE STUDY / Wedding Décor

PLANNED PERFECTLY www.planned-perfectly.com

Since 2006, Planned Perfectly Specialty Linens & Draping has been one of Winnipeg’s leading event planning and rental services for fine linen, chair covers and Chiavari chairs. They supply to over 200 events every year and strive to maintain a high quality experience and truly value their clients and preferred vendor relationships.

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Your company logo is the official symbol, text and / or graphic signature representing your business. When developing a logo, this list of design considerations will help initiate the brainstorming process: • Connects with your audience • Represents your brand identity • Memorable and unique • Sets you apart from your competition • Professional (avoid crowd-sourced designers who have never even met you) • Timeless and not too trendy • Stock graphics carefully chosen • Simple and clean design • Avoid too many fonts • Ensure type style matches brand • Attractive and appropriate brand colours (fewer is better) • Does it work in black and white? • Appropriate size and orientation to fit various applications (print, web, social media, merchandise, etc.)

We asked Kylee Houlahan, owner of Planned Perfectly, about the process and strategy behind the development of multiple new logos for her company. “Being a wedding décor company, we wanted a soft logo that would still have some impact without the colours and text being too distracting. We also wanted the logo to include an emblem style that would brand us when our entire name was not required. Yoko sent us a few variations to start with and it was a quick and simple process to decide on the details that were important to us. Our previous logo

Your tagline should be a simple phrase that describes your business. Here are some guidelines to help you create an effective company tagline: • Describe what your company has to offer • Sum up your corporate values in one short, simple phrase (up to seven words / ten syllables) • Use your tagline consistently in all marketing pieces • Can include ideas conveying values • Elicit an emotional response • Needs to be catchy and memorable • Does it fit alongside your logo?

incorporated circles so we wanted to have the stamp portion be circular to keep with the theme while changing the font and colours to be more modern and soft. Working with Yoko was an easy and enjoyable process, she was always fast to answer any questions we had and offered her expert advice along with great ideas.”

Photo: Lani Elias Fine Art Photography

B UI L D I NG YO UR B R A N D B OOK

understanding

formats

RASTER IMAGES A raster image is made from a grid of pixels that becomes distorted when blown up in size. Adobe Photoshop Document

PSD

VECTOR IMAGES A vector image is made from a group of re-scalable points, lines and paths.

USES: Ideal format for editing photos. Supports imaging operations such as layers. Joint Photographic Experts Group

JPG

USES: High-resolution print photography and low-resolution online images.

Adobe Illustrator Document

USES: Represents a single-page vector-based illustration. This is often the original layered file created by designers.

Portable Network Graphics

PNG

Graphics Interchange Format

Encapsulated Post Script File

EPS

USES: Ideal for logo and illustration design. Re-scalable, supports transparency and ideal for large format printing.

USES: Online images. PNGs support transparency.

GIF

USES: Online images. GIFs support transparency and are popular for short animations.

Portable Document Format

PDF

USES: For sharing and emailing documents without losing formatting or quality. Design elements can be pulled from a PDF. Adobe InDesign Document

INDD

USES: Ideal for desktop publishing (magazines, flyers, newspapers, books). This is often the original layered file created by designers.

IMAGE RESOLUTION HIGH

300 dpi (dots per inch). Required format for print. Not suitable for web.

LOW

72 dpi (dots per inch). Required for web images. Not suitable for print.

no.

PURE STYLE

get inspired...

create harmony...

FRESH IDEAS...

get organized...

TYPOGRAPHY + FONTS ypography is the character, style and appearance of text. A font is a particular size, weight and style of a typeface. When choosing a group of fonts to represent your branding in headlines, subheads, body copy, pull quotes, listings and column headings, consider the following: • The right font conveys brand qualities such as professionalism, casual, whimsical, attitude, authority or creativity • Choose legible, clear and readable fonts • Use a maximum of three fonts • A rounded font is casual and relaxed • Sans serif font with straight lines is casual and modern • Serif font with tails is traditional, reliable, credible and trustworthy • Heavy fonts show boldness, confidence and strength • Light fonts give a softer and feminine message

FONT TYPES Serif fonts have tails at the ends of letter strokes and are considered a more classic and formal typeface. Serifs are more commonly used in print as they lessen eyestrain. Sans Serif fonts do not have tails at ends of letter strokes and are considered a cleaner modern typeface. Sans Serifs are more casual and are more commonly used online because they are easier to read on screen.

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Accent fonts such as swirly script or decorative fonts can be very eye-catching, but should be used sparingly as they are often more difficult to read. TEXT HIERARCHY Text hierarchy is the order of importance for headings and copy. It controls where readers look and impacts reading sequence. Contrast, style and weight play a key role in establishing text hierarchy. Bold and decorative fonts can command attention and denote importance. A lightweight font may also effectively influence text hierarchy. We are visually drawn to larger text first, which is often used as a headline. Colour can also be used to draw attention or de-emphasize text. Colour should be used strategically, as too many colours can cause visual confusion and reduce readability. Hierarchy and contrast can also be achieved by using all uppercase or all lowercase letters, but they can be more difficult to read in some cases. Type placement and spacing can be used to place related elements together, keep important items prominent and separate and organize content. Text alignment can show the level of significance; centring of titles and headlines shows importance, whereas running body copy has less emphasis. Left-justified text is easiest to read, but right-justification is often used as a style choice.

CASE STUDY / Interior Decorating and Home Staging

PURE DESIGN∙BUILD www.puredesignbuild.net

Pure Design•Build offers home and office, inside and out, design consulting and staging. They provide clients with organizational strategies and implementation to improve their living and working spaces. We asked Lyndsay Brzuskiewicz, owner of Pure Design•Build, about the inspiration behind her font and design selections. “The process of designing Pure Design•Build’s logo with Yoko was a wonderful experience. I knew that I wanted it to be clean, minimal and classic. I didn’t want to be redesigning it in the future and I wanted it to stand the test of time. I knew I wanted to use the colour red and the rest was left to Yoko. Using hand-drawn letters, Yoko was able to incorporate all the elements I requested, resulting in a fabulous finished product.”

pd·b

Photos: Supplied

Using Text

hierarchy to

B UI L D I NG YO UR B R A N D B OOK

ghijklm nopqrst uvwxyz 12345 67890 ABCDE FGHIJK LMNOP QRSTU VWXYZ

abcdef ghijklm n o p q rs t uvwxyz 1 2 3 4 5 67890 ABCDE FGHIJK LMNOP QRSTU VWXYZ

ACCENT 2

PRIMARY

abcdef

ACCENT 1

Content abcdef ghijklm nopqrst uvwxyz 12345 67890 ABCDE FGHIJK LMNOP QRSTU VWXYZ

Pure Design•Build uses their Primary

Accent Font One is used as a

Accent Font Two is used for photo

Font for headings and text in print and

decorative element in print and online.

headings in print and online. It is typically

online. Headings are always written

It is typically written in all lowercase

written in all uppercase letters, except

in all uppercase letters and paragraph

letters. The accent font is always

when it is used for captions where it is

text is written in sentence case.

written in a poppy red colour.

always written in sentence case.

The stylized lettering used in the Pure Design•Build logo is hand-drawn and is exclusive to the logo. The text must be white on a red background.

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no.

Why did the turtle cross the road?

To get to the shell station.

The Winnipeg Pet Show’s fresh and whimsical colour scheme

COLOUR PALETTE

olour is the most important element of visual brand identity and a significant factor in brand recognition. Colours send powerful messages and stir emotions. When developing your branding, it is important to consider the meanings of colours and choose the best representations of your company’s attributes. Choose different colours than your competition to stand apart and, once you have chosen your brand colours, be sure to stay consistent and use the same palette on all your marketing collateral. Not everyone has an eye for colour, so if you are uncertain, hire a designer.

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CASE STUDY / Consumer Show

THE WINNIPEG PET SHOW www. winnipegpetshow.com

The Winnipeg Pet Show is the newest addition to Showtime Productions’ list of consumer shows. It is a weekend event catering specifically to people who love their pets. The event will showcase the latest pet-related products and services and includes an action-packed agenda of activities for the entire family. We asked Sherri Rheubottom, show producer of The Winnipeg Pet Show, about her feelings on the selections made for the brand’s colour palette.

“The branding for our new pet show was very important as we needed something that stood out and caught people’s attention, as well as something bright and fun to reflect the concept of the show itself. The font style and colours Yoko chose for our new branding fit perfectly for our target audience as it’s playful enough to appeal to young families and pet owners of all ages, and at the same time it portrays a professional quality image that we want to convey to our pet industry vendors.”

B UI L D I NG YO UR B R A N D B OOK

The

Meaning of

COL OUR

Love, energy, power, visibility, passion, heat, anger, danger, warning

Confidence, friendliness, courage, success, energy, force, ignorance, sluggishness

Grounded, earthy, longevity, dogmatic, conservative

Brightness, energy, creativity, happiness, warmth, caution, instability

Formal, elegant, protection, dramatic, strength, death, evil, mystery

Money, growth, fertility, freshness, change, environment, safety, envy

Wealth, fame, traditional, greed

Authority, intelligence, peace, loyalty, confidence, cold, masculinity, fear

Glamorous, sleek, high-tech

Classic, well-established, secure, gloomy, conservative Royalty, mysticism, inspiration, magic, ambition, mystery, moodiness Purity, cleanliness, innocence, fresh, cold Love, warmth, youthfulness, affection, femininity, softness, sweetness, weakness, immaturity

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B U ILDIN G YOUR B RAND BO O K

no.

FIVE

PRIMARY BRAND IMAGE

GRAPHICS + IMAGERY

hen choosing complimentary graphics, patterns and shapes for your branding, select visual elements that suit your company’s overall look and style. Make your selections based on a design concept that is familiar and symbolic to your customers, and then add a personal touch that communicates the uniqueness of your business. Choose patterns and shapes that are cohesive, recognizable, add interest and are decorative but not overwhelming. Your imagery should also incorporate your brand’s colour palette.

MARRIAGE COMMISSIONER

SECONDARY BRAND IMAGES

CASE STUDY / Marriage Commissioner

I PROMISE MARRIAGE COMMISSIONER www.ipromisemanitoba.com

ABOUT

SERVICES

TESTIMONIALS

PROMISES MADE

“I wanted the name, graphics and features of the site to move beyond traditional wedding sites. It needed to be appealing to both women and men. The name ‘I Promise’ was selected because I feel it speaks to the conversations and commitments centred around the union of marriage. In considering the fonts, graphics and features of the site I wanted it to look fresh, crisp and modern in appeal. The site needed to provide specific information related to wedding ceremonies in an inviting way. I have to honestly say that so many of the couples I have had as clients have commented that the website was the reason they chose to meet with me.”

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ACCENT GRAPHIC

Photos: Erin Alexander Photography

As a registered non-denominational Manitoba Marriage Commissioner, Brenda McConaghy provides customized marriage ceremonies, vow renewals and commitment ceremonies. We asked Brenda McConaghy, owner of I Promise Marriage Commissioner, about her choices for the graphics and imagery used in her branding.

Restaurant & Lounge

Lunch, Dinner or Drinks in Winnipegâ&#x20AC;&#x2122;s Exchange District for reservations: 204 949 9032

Rated One of the Best New Restaurants of 2014 173 McDermot Ave www.themitchellblock.com

PHONE HOURS

204.415.5220 E M A I L mona@mokada.ca M - F 9am-5pm S A T 10am-1pm P R I VA T E A P P O I N T M E N T S

www.mokada.ca

AVA I L A B L E

no.

PHOTOGRAPHY

e’ve all heard it over and over again: “A picture is worth a thousand words.” When it comes to branding, this is something we can never forget! There is no faster or better way to communicate any message, simple or complex, than a powerful visual. There are so many options when it comes to choosing photos for your marketing that it can be incredibly difficult to even know where to start. You can choose to style and plan your own photo shoot, or you can cull through thousands of stock photographs online. There are pros and cons with both options, so do your research and see what your competition is doing – overlap is the enemy, especially when it comes to stock images! CHOOSING CUSTOM-STYLED PHOTOS PROS

CONS • Requires more time and money to obtain

CHOOSING STOCK PHOTOS PROS • Lower price • Fast and convenient to obtain • Large variety to choose from • Meet high quality standards for colour, lighting, resolution, etc. • You can test a low resolution version prior to committing to a purchase

CONS • Licensing restrictions (purchase royalty free if you plan to use multiple times) • Not unique or exclusive • Anyone else can use them for their branding • Often predictable and cliché

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Above: Vintage Bling’s signature brand image Right: Celebrities sporting Vintage Bling’s one-of-a-kind designs

CASE STUDY / Jewelry Designer

VINTAGE BLING www.vintagebling.ca

Vintage Bling is a one-of-a-kind line of handmade costume jewelry made from vintage components. They are contemporary designs inspired by a vintage flavour and nostalgia. All designs reclaim and reuse beautiful jewelry components from days gone by. We asked Vintage Bling owner, Dayle Goertzen, about the inspiration behind the Celebrity photos used in her branding. “Branding is a very important aspect of my business. I want my clientele to know right away what sets Vintage Bling apart from my competitors. Developing the Celebrity page was important to me so that customers

instantly get the idea that this jewelry is worn by the rich and famous, but is also accessible to them. I want my brand to exude glitz and glam, but also feel comfortable to wear with blue jeans. I also want my brand to demonstrate that these statement pieces are made from the past, but are contemporary yet nostalgic. My goal for designing the Celebrity page was to demonstrate not only who is wearing Vintage Bling, but also where it has been worn. Since I have quite a few images, I wanted a creative way to display and group the images into collages, so that it was not merely a boring page of scrolling through endless pictures. The graphics chosen by the Ayoko Design team perfectly captured the look that I wanted the page to have. It is very classy and elegant. There is just enough detail to keep the customer scrolling.”

Above: Photography by Sabrina, Right: Supplied

• Better represent the uniqueness of your brand • Exclusive (no one else will have them) • Unlimited use with no licensing restrictions

reene

nd Summer,

Greene

sland Summer,

B UI L D I NG YO UR B R A N D B OOK

Lisa Freitas, WEARING VINTAGE BLING, WITH LEONARDO DICAPRIO AT THE 2010 GOLDEN GLOBES

FROM LEFT TO RIGHT

C a erine O’Hara (SCTV, Beetlejuice, Home Alone)

Robert Herjavec WITH FAMILY (Dragon’s Den, Shark Tank)

FIONA DOURIF, JENNIFER TILLY, DEBBIE LEE CARRINGTON AND DAYLE GOERTZEN

Anika Noni Rose

Mireille Enos (Dream Girls, The Good Wife)

(World War Z, The Killing, If I Stay, Gangster Squad)

Deidre Hall

Deidre Hall (Days of Our Lives)

(Days of Our Lives)

Alfre Woodard

A lfre Woodard (State of Affairs, 12 Years A Slave, True Blood, Desperate Housewives)

(State of Affairs, 12 Years A Slave, True Blood, Desperate Housewives)

Ashley Greene (Twilight Series, Staten Island Summer,

Kim Todd

Won an Emmy for Producing TV Mini Series Fargo

Deidre Hall

Alfre Woodard (State of Affairs, 12 Years A Slave,

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B U ILDIN G YOUR B RAND BO O K

SEVEN

no.

Scan QR code to view Perth's brand video

BRAND VIDEOS WHY YOU NEED A BRAND VIDEO

brand video is a great tool for improving your company’s Search Engine Optimization (SEO), online presence and visibility. Over 60% of top online search results include websites with video on the homepage. A video will add a human element to your brand and provide valuable, postable content for YouTube, the world’s second largest search engine. VIDEO PRODUCTION CONSIDERATIONS

CASE STUDY / Drycleaner

PERTH’S DRYCLEANERS www.perths.ca

Perth’s is Western Canada’s largest drycleaner, founded over 100 years ago in Winnipeg. There are 17 Perth’s retail locations in Winnipeg, including a 35,000 square foot plant. Today Perth’s employs 90 people. We asked Perth’s Drycleaners owner and president, Terrell Stephen, about the planning behind the commercial laundry video on the homepage of their website, as well as branded YouTube page.

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• Include your call to action • Use keywords popular with search engines • Write a keyword-rich online video summary • Create a branded YouTube account for your company and then embed your videos when you share, blog or post anywhere online

“We wanted to highlight our investment in our plant and equipment and our dedication to growing the commercial laundry side of our business. The video featured the flow of clean linen through the pressing and folding stages at Perth’s. It shows the automation and efficiencies we have made and can offer our clients. We started the process of making our video by explaining why we wanted it initially. We were attending our first trade show and wanted to be able to show our equipment and automation to potential clients. We gave Sean (A Moving Picture Studios) and Yoko a tour of our plant and explained our processes to help create a

visual of what we wanted to focus on. They were able to capture the size and functions of our machines in a sleek, sophisticated manner. We wanted to portray a clean modern facility and the angles, sounds and shots that were taken and created for our video worked great for us.”

Photo + Video: A Moving Picture Studios

• Match the style of the video to your brand quality, image and voice • Create a strong introduction to grab viewers’ attention within the first few seconds • Videos five minutes or longer in length outperform shorter videos in YouTube rankings

no.

WORKSPACE + INTERIOR DESIGN HOW TO BRAND YOUR WORKSPACE

CASE STUDY / Florist

ACADEMY FLORIST www.academy-florists.com

Academy Florist has been Winnipeg’s go to shop for beautiful flower bouquets and arrangements for over 30 years. They pride themselves on excellent customer service and high quality flowers that keep their customers coming back. We asked Academy Florist owner, Irene Seaman, about her experiences working with local companies to add some life to their workspaces. “Often, our clients come to us looking for floral arrangements and plants to enhance and decorate their

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workspace. When we design for our clients, we always ask a lot of questions to help us decide what flowers and plants would be most appropriate to decorate their office, and then we go to work to WOW them. We have some clients who order weekly arrangements, and others who order once or twice a month. Each time, we present them with something new to keep things fresh and interesting. One of our clients gives our bouquet to a different customer to take home at the end of each week, which does a lot to help their customers remember them. It is really a great form of advertising and an extension of their branding. Another client ordered our ceramic Christmas balls, which we filled with flowers to decorate their Christmas party. They then gave them to their staff as gifts to take home after the event. It was great to see how the flowers could have a double purpose. When Ayoko Magazine approached Academy Florist to design the flowers for this issue’s cover photo shoot, we took inspiration from some of the photos Yoko showed us,

as well as the various props she brought to the flower shop. We filled the drawers with flowers in the colour palette she suggested – coral pinks, citrus greens and gold, and made our selections based on flowers that fit the vintage-style design theme for this issue of the magazine. We knew that the props would be neutral colours – black and gold – and we wanted to choose a combination that would really pop. The flowers we used included coral charm peonies, pink astilbe, green poms, green hydrangea, coral roses, coral spray roses and Italian ruscus. We design plants, flowers and gift baskets for a variety of corporate clients for office décor, birthdays, sympathy and holiday parties. Our clients create accounts with us and then call us whenever they need flowers for a special event. We also prepare holiday gifts for them to give their customers and staff. In every case, the flowers are not only decorative and welcoming in a workspace, they are also a special touch that keeps our clients top-of-mind with their customers.”

P h o t o s : E r i n A l e x a n d e r P h o t o g r a p h y, F l o w e r s : A c a d e m y F l o r i s t

our personal brand should extend into your workspace to create a sense of continuity for your clients. You can do this by incorporating your brand colours, images, typography, logo and graphics across your store or office to appeal to your target audience. Create an environment that is welcoming to your customers and clients and that gives your employees a sense of belonging. Importantly, do not include anything that could compromise credibility. A cluttered office gives the first impression that you are scattered and disorganized. Choose art, photos, plants and flowers, display posters, motivational sayings, your mission statement and supporting books that convey your brand message.

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no.

TRADE SHOWS DESIGNING A BRANDED TRADE SHOW DISPLAY

hen creating a trade show booth, portability and practicality should be a major design consideration, but never compromise quality or effectiveness for the sake of convenience. You only have five seconds to catch people’s attention and you are presenting in an arena where you will be directly compared to your competition. Your trade show display is an extension of your brand and all the same rules for consistency in branding apply. It is critical that you present your products and services in the best possible light. TRADE SHOW DISPLAY DESIGN CONSIDERATIONS

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Algonquin Travel & Cruise Centre’s destination wedding themed trade show booth

CASE STUDY / Travel Agency

ALGONQUIN TRAVEL & CRUISE CENTRE TRAVELPLUS www.travelplus.ca/1308

Algonquin Travel & Cruise Centre TravelPlus specializes in wedding groups, family reunions and is a Sandals® Resorts Specialist. Customer service and advising on travel needs for each passenger is extremely important to make sure every guest is always satisfied with their travel arrangements. We asked Algonquin Travel & Cruise Centre TravelPlus owner, Isabel Machado, about her experience working with a designer to develop a branded trade show booth. “I did not want my trade show booth to have a commercial feel with the usual skirted banquet table, vinyl banner sign and brochures. I wanted the booth to be more elegant and inviting to brides at the wedding show, as well as represent the destination wedding or honeymoon experience in different parts of the world.”

Photos: BLF Studios

• Keep the front entrance open and accessible • Use big and colourful eye-catching and attention-grabbing graphics • Choose graphics that say who your company is and what you do • Less is more, so ensure text is concise and readable • Keep important text big and brief above waist level • Place logos and branding in clear view and at maximum size • Display your tagline • Describe what you do / offer and how you help customers • Use high resolution photos demonstrating your product in action • Your own lighting is critical in defining your corner of an enormous space (halogen is best where permitted) • Integrate interactive elements with monitors displaying your logo, imagery, video or photos • Add interactive elements when possible such as iPads or games to engage customers and keep them in your booth longer • Use a comfortable carpet to define your space and spare your weary body during long hours of standing on your feet • Keep giveaways inside the booth so people need to come in to get them

B UI L D I NG YO UR B R A N D B OOK

no.

WEBSITES + SOCIAL MEDIA DESIGNING A BRANDED WEBSITE AND SOCIAL MEDIA PAGES

our website and social media pages are essentially the online version of your store or office. You want your customers’ browsing experience to be the same or even better than an in-person visit to your brick and mortar location. Very often, customers will visit and pre-screen your offerings before they decide to pay you a visit or make contact by phone or email. You have even less time online to make an impression and grab people’s attention than you would at your trade show booth, store or office. Your website is the main hub for your business and should not only include all of your important product and contact information, it should also represent your brand perfectly. The same applies to all of your social media pages, as consistency across the board is essential. Here are some things to keep in mind: • Incorporate your brand typography, colour palette, logos, photos, graphics and video • Use brand keywords popular with search engines

• Use easy to understand, intuitive and consistent navigation, menus and buttons • Use quotes and testimonials, headings and graphics to create a design hierarchy

• Choose designs that are clean, clear and simple, and convey the brand at a glance • Avoid long blocks of text

GOOGLE NOW RANKS MOBILE FRIENDLY WEBSITES HIGHER! As of April 21, 2015, Google has changed the way mobile or responsive websites rank in search engines. What this means is that your website must be mobile friendly and accessible to give you the strongest possible brand presence online. Responsive websites detect the type of user device, and then resize and reconfigure the content (both images and text) to facilitate improved website readability and navigation. Text and buttons are larger, menus are more compact and often stack in configuration, and contact information is more accessible and prominent. CASE STUDY / Publishing

WINNIE THE BEAR www.winniethebear.com

Winnie the Bear, a beautiful book written by Winnipeg author, M. A. Appleby, and illustrated by Winnipeg Artist, P. R. Hayes, shares the true story about the Canadian black bear cub, (named after the city of Winnipeg), that inspired A. A. Milne’s Winnie-the-Pooh. We asked Winnie the Bear author, M. A. Appleby, about her goals for developing an e-commerce website.

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“The main goal I had in branding was to create a visual synopsis; a representation of my company and my products across all media. There is unity in branding, the image and message conveyed must be consistent across all social media. I think of my website as a shop with as much attention to detail given as if I were inviting someone into a storefront building,” explains M. A. “I think, with branding at its best, a business owner will say ‘yes, I recognize that, it’s familiar.’ When someone

is really good at what they do it can seem like they reached into your own head and plucked a logo out, one that you didn't even know was there, which is what happened to me.”

B UI L D I NG YO UR B R A N D B OOK

e-COMMERCE WEBSITE SHOPPING CART SCREENS

e-COMMERCE WEBSITE GRAPHICS

NOW AVAILABLE ON

NOW AVAILABLE AT

BARNES & NOBLE

AMAZON.COM

online only

DON’T TRY THIS AT HOME… HIRE A BRANDING PROFESSIONAL Whether you are starting a new venture or rebranding a well-established business, hiring a branding professional to develop your Brand Book and Visual Identity Standards Guide will be one of the most important and valuable things you’ll ever do for your business. It can be tempting to take on the task of branding your company as a DIY project,

especially if you are a new business with a limited budget. Keep in mind, though, that hiring the right professional will give you the opportunity to work with an unbiased third party to establish a solid foundation on which to build your brand as your company grows. Your brand is far more than JUST your graphic identity and logo, and the branding

needs to make sense not only to you, but also to your customers. By ensuring your business has a Brand Book as a solid reference point, you will save time and money in the long run. Do your research and shop around to find a branding company that’s the right fit for you. You will be glad you did!

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S P E C I A L A DV E RT I S I N G F E AT U R E

Dr. Ryan and Living Big Imagine this: You’re able to juggle the demands of a growing business or busy career AND your family. You can devote time to all of the seemingly endless areas of your life without being overwhelmed or stressed. At the same time, you’re able to take time for yourself and stay healthy. Suddenly, you can fully enjoy everything you’ve worked so hard for and feel great doing it. Sounds like a fantasy, doesn’t it? It doesn’t have to be. Dr. Ryan is the Doctor of Living Big, a wellness chiropractor and health coach who offers custom tailored health solutions to his clients. Best of all, he makes health simple. By examining your habits, schedule, what you eat and how you work, he can help you determine the next right step for you and your health. Drawing from his extensive background in anatomy, physiology, biochemistry, neurology and biomechanics, he can help you fully understand your health challenges and how to naturally correct them. At 21 years old, Dr. Ryan’s life was changed by a snowboarding accident that threatened to rip his love of adventure right out from under him. Suffering a nasty shoulder dislocation, he was told his days of adventure and activity would be severely limited. This was a crushing blow! Fortunately, a mentor intervened and showed him the forces at work in his body that allowed it to heal and fix itself, restoring

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hope to his heart and strength to his body. He became fascinated by the mechanisms that allowed a person to heal naturally and understood that these principles could be used to help people “feel good and play forever.” At 22, he ventured south to San Francisco to begin his Doctorate in Chiropractic. Through this process, his hunger for knowledge was nourished. The advanced neurology courses offered by the Carrick Institute revealed the vital role your central nervous system plays in controlling all aspects of healing. He learned how your body can heal, repair, regulate and adapt to the demands of daily life, all without the use of medications. Three years later, he returned to Winnipeg, bringing his knowledge and experience home. Having worked in several busy health clinics, Dr. Ryan saw firsthand what happens when valuable information and recommendations aren’t custom tailored to a client’s unique situation. When you feel like you’re simply being pushed through a process, you don’t fully engage, and you often don’t get the results you want, even if the information was “right.” When you choose Dr. Ryan, you don’t

get an assembly line clinic. Instead, you get a doctor who listens to the whole story before he makes recommendations. Every recommendation is crafted around your deepest desires and what you want most in life. Your custom tailored plan helps you simplify the endless array of health professionals and products so you can invest your time, energy and money where you’ll see the most results. His clinic’s slower pace and boutique atmosphere promotes back and forth dialogue, equipping you with the tools and knowledge you need to live your best life. All questions are answered with care and respect, so you get the quality advice you deserve. Picture a project manager for your health making the next steps clear and simple. Best of all, health goes from being a confusing, expensive problem to a simple, step-by-step path for every member of the family, no matter their age. Dr. Ryan believes we were all designed to live a grand adventure. It’s time you reconnected with yours. Read more at www.askdrryan.com.

Photo: The River Studio

REAL HEALTH. CUSTOM TAILORED.

LIFE IS BET TER IN COLOR

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SPECIAL ADVERTISING FEATURE

Left: Bellissimo’s signature dish, Polpette di Vitello Right: Felicia Masi making the Polpette di Vitello

Bellissimo Restaurant & Lounge A DAY IN THE LIFE

It’s 6 a.m. at Bellissimo Restaurant & Lounge. Felicia Masi walks through the doors and turns on all the lights, ready to start the day. She likes to be part of her son Greg Masi’s dream of a restaurant that serves up Winnipeg’s best contemporary Italian food using only the finest ingredients. She starts with the home-made soup, concocting one of several recipes that will be used in rotation throughout the season, depending on the availability of fresh produce. Then she walks over to the pizza station where Rex, the daytime pizza chef, grinds the beef for the Cannelloni Con Carne and their famous, gigantic home-style lasagne. She tells Rex to grind a little extra today for her hearty hamburger barley vegetable soup. Rex smiles, agrees and goes back to the grind. The whole place is buzzing with energy as prep cooks cut fresh vegetables, slice cured meats, grill marinated chicken breasts and give their guesses for how busy it’ll be that night. Chef Jessie wants to know just how many customers are expected at lunch and dinner, and knows that those numbers are merely the beginning of the story these days; walk-in rates are at a record high at this time of year, following the local newspaper’s rave review and the end of winter. The kitchen smells amazing and the scent of Italian home-cooked goodness wafts through the dining room making everyone hungry and ready for the lunch rush. But there’s still food to be made and Felicia is on it. Next up, Polpette di Vitello, the enor-

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mous meatballs for which the restaurant is famous. She rolls them up and stuffs them with prosciutto and asiago cheese, counting and portioning them out, making sure there’s enough to cover the dinner rush: “I want to make sure there’s lots of meatballs tonight, it’s going to be a busy one!” says Felicia. Things weren’t always as they are now. When they started out in 1999, Bellissimo Restaurant & Lounge was a 1,000 sq. ft. space, front and back, with a tiny kitchen and enough seating for 24 people. The days were long for the owners, who worked the kitchen, the pizza station and the Front of House, eager to succeed and make a name for themselves. They employed friends and family and instilled in the staff a sense of community, ownership and dedication that transcended their expectations of success and translated into more business than their tiny space could handle. Over time, they acquired and moved into the two other spots adjacent to theirs in the strip mall at 877 Waverley Street. The regulars still talk about the old days, 16 years ago, when things were small and quaint, but they’re quick to add on that nothing seems to have changed as far as quality goes, only now there’s more selection and more space. Bellissimo has since added a lounge area where customers are still served the full menu, but can also come in for a beverage if they wish. And on weekends, when you have to plan a reservation a few days ahead, it’s nice to be able to walk in and be served at the bar, visit with the bartenders and watch them mix up a few drinks.

By five o’clock on a Friday, the kitchen is in full swing. Chef Jessie is calling orders for pizzas and appetizers, while controlling the continuous flow of tickets pouring in from the printer. The kitchen moves in organized chaos with the onslaught of reservations and walk-ins coming in for an authentic Italian meal. Servers and hostesses communicate with the line assuring everything moves smoothly. The evenings tend to pass this way, in a blur of decadent smells, hot plates and artistic presentations designed to delight their guests. After a hectic service where, maybe, a few harsh words were exchanged, everyone makes up. There are high fives and a few hugs to celebrate a successful dinner rush. Chef Jessie congratulates her team and starts cooking up the staff meals, while the Front of House opens the wine and prepares the tables. Everyone sits to enjoy today’s Catch of the Day: whether it’s the authentic Italian sausages JR brought, the fine bottle of wine Manny wants everyone to try or the home-made black beans Patty cooked up for the evening. There is amiable silence as everyone, famished, digs into the meal. Then a joke is shared and the silence is broken as happy chatter commences. The owners, Greg Masi and Greg Gagliardi, look around at the staff that is really family, content in their tiny piece of Italy brought to life by a dream from nearly 20 years ago. Meet the team and view the full Bellissimo menu at www.bellissimo-restaurant.com.

P o l p e t t e d i V i t e l l o d i s h : 1 0 0 A c r e W o o d P h o t o g r a p h y, F e l i c i a M a s i : P a t t y B o g e

Text by Patty Boge + Jessica Cuthbert

SPECIAL

S P E C I A L A DV E RT I S I N G F E AT U R E

The Heart and Soul of Stratford Price From selling rocks with animals painted on them (age eight) to buying and selling snowmobiles (age 12 to 15) and launching an online storefront selling snowboarding goods (age 16), Jason Greschuk is a lifelong entrepreneur. It’s a game he loves, one that brings out the best in him. His first profitable experience came in 2009, when he ran a painting franchise at age 21. He smashed a company record and did the most business that the company had ever seen for a first-year franchisee in Manitoba in their 28-year history. From there, the owners had Jason oversee the entire operation for the provinces of Manitoba and northern Saskatchewan, requiring him to travel, recruit, hire, train and support 15 franchisees per year in 2010 and 2011, all while being a full-time student at the I.H. Asper School of Business. After graduating from the University of Manitoba with a B. Comm (Honours) in 2013, Jason went on to start two companies of his own: Stratford Price Painting and Stratford Price Capital. Jason believes that companies live as brands or die as commodities. Brands create emotion and relationships. Brands attract. Jason also believes that his businesses are an extension of himself; through the creation of these two companies, he has always kept the focus on what he feels is worth living for. Jason explains: “For me, my work is romance. It is a story, an opportunity to create

something memorable, and a way of expression. I can’t stress that enough. Every day is an opportunity to break the status quo and give people what they really need, even if that need is unexpressed. Whatever I do for work, I want the people who receive something from me to use the words: appreciation for detail, loyalty, exclusive, anticipation and element of surprise.” Stratford Price Painting provides premium quality residential and commercial painting services to customers in Winnipeg, Morden and Steinbach. “In a service industry, it’s easy to fall into the trap of just ‘processing’ people,” Jason explains. “Our focus is to produce a service that is ‘totally hands off,’ hassle free, but is infused with a unique appreciation for each customer. We tell clients to just do what they do, and let us create an experience that is worth talking about,” says Jason. His second company, Stratford Price Capital, focuses on creating value for all involved by developing joint venture real estate

Stratford Price Painting provides high-end painting services to residential and commercial customers.

FREEOK e-BO

deals for fixer upper properties in the Winnipeg area. Having been professionally coached by one of Winnipeg’s top real estate developers, Jason has assembled teams of contractors and capital partners who help rejuvenate distressed real estate and neighbourhoods, focusing on high-end finishes and modern design. The concept Jason calls “Business Romance” is being infused into this business as well. “It all comes down to the purpose you assign to your business, money, etc. It’s not actually mine. I’m just a steward of all of it,” says Jason. Through his real estate joint ventures, Jason believes in creating value for everyone, overpaying his capital partners, and building relationships for life. “Amidst all of this, the company DNA is always first,” says Jason. “Every day I get to wake up and create. That’s what matters!” To learn more, visit www.jasongreschuk.com and www.stratfordprice.com.

Photo: The River Studio

BUSINESS ROMANCE

Business Romance

Would you like to hear more? Visit Stratfordprice.com and type in the Promo Code "AYOKO" for Jason's FREE e-BOOK Business Romance.

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16B - 794 Sargent Avenue, Winnipeg, MB, R3E 0B7 CALL: (204) 691-6264 | TEXT: (204) 223-6816 | stratfordprice.com

it’s patio time! Join us on our patio and enjoy the picturesque view of the golf course while dining on delicious new tapas dishes from our Spring Menu. Located at 620 Niakwa Road. Tapastry is open to the public year-round For reservations call, 204.256.7326

TapaS – you’LL waNT To “TRy” TheM aLL!

WHAT’S NEW

WINNIPEG

Keeping

tom’s WINNIPEG

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businesses top of mind!

THE WINNIPEG PET SHOW SHERRI RHEUBOTTOM SHOW PRODUCER 204.943.7469 Showtime Productions Inc. has been producing and promoting events in Winnipeg for over 30 years, including various consumer shows like the Wonderful Wedding Show and The Winnipeg Baby & Kids Show. This is why it’s no surprise that they’re now adding a new member to their consumer show family: The Winnipeg Pet Show! The first annual Winnipeg Pet Show makes its debut this fall, October 24 and 25, at the RBC Convention Centre Winnipeg. Attendees can expect to find the latest pet-related products and services for every type of pet imaginable including dogs, cats, birds, fish and reptiles. The show will also feature demonstra-

tions and seminars that will cover a variety of topics presented by pet experts such as dog behaviour and training techniques, pet health and safety, and other important pet-related education. Attendees will also be treated to fun family entertainment including a “Pet Play Zone” where visitors can have a hands-on experience with some furry friends, plus exciting dog agility performances by the talented “ExTreme Dogs” and a “Breeders Showcase” where visitors will be introduced to a variety of different types of dog breeds and learn what type of dog would best suit their lifestyle.

Tickets for The Winnipeg Pet Show will be available through Ticketmaster: $12 for adults, and children 12 and under get free admission. Visit www.winnipegpetshow.com to learn more.

RUBIA DARYA AMY BLANCHARD OWNER 102 – 132 JAMES AVENUE 204.223.5177

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many of which date back to the 19th century. The gallery is housed in a beautifully restored heritage building with high ceilings, old brick walls and large wooden beams. It’s a wonderful setting in which to relax and enjoy a cup of tea, while seeing Rubia Darya’s wide selection of rugs and other textiles. In the coming months, the Rubia Darya gallery will also be the setting for seminars and special exhibitions that highlight the cultural significance and aesthetic traditions inherent in the woven art from different tribal weaving groups. Learn more at www.rubiadarya.ca. Photos: Supplied

For centuries, women in tribal groups of western and central Asia have woven rugs, carpets, kilims, storage bags and other objects to bring beauty into their surroundings. With modernization and the commercialization of rug making, the traditional art of weaving has been largely lost and forgotten. Fortunately, many of the “woven treasures” remain, having been carefully preserved by families from the tribal groups or by collectors of traditional woven art around the world. Rubia Darya is a new family owned business in Winnipeg that aims to enhance the appreciation of these hand-woven rugs and textiles. Rubia Darya has a unique collection of old and authentic tribal weavings that exhibit the exceptional wool, dyes and aesthetic qualities of traditional textile art. Rubia Darya’s new gallery in Winnipeg’s historic Exchange District provides a perfect setting for showcasing the exquisite beauty of their collection of old tribal rugs and textiles,

W H AT ' S N E W W I N N I P E G !

FORUM ART CENTRE DARYL DUMANSKI, EXECUTIVE DIRECTOR WITH FORUM TEAM 120 EUGENIE STREET 204.235.1069

MONA STOTT OWNER 1 – 530 WATERFRONT DRIVE 204.415.5220 As the temperature soars and summer takes hold, the wedding industry kicks into high gear. And when you’re looking for the inside scoop on the latest trends, look no further than the swath of soon-to-be brides on the hunt for the latest and greatest. At Mokada Custom Jewelry Design Studio, they’ve been busy forecasting what to expect on ring fingers in 2015. When they polled their design team, coloured bridal jewelry was the overwhelming response! Fancy shades of diamond are a fashion favourite, especially yellow and pink. But what if you can’t afford a coloured diamond for tens of thousands of dollars? With today’s colourful choices in engagement rings, white and coloured diamonds alike are taking a backseat to more playful, gigantic gemstones! The value of these beautiful gems is determined much like diamonds: cut, clarity, colour and carat weight all factor in. Available in the same shapes, cuts and settings as their white diamond cousin, choosing a coloured gemstone can make every woman’s dream of an oversized, faceted stone a reality. Learn more at www.mokada.ca.

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and adults. There will also be two one-week art camps for kids running August 10 to 14 and August 17 to 21. The fall session, beginning September 14, will offer up to 25 art class options. Open House and registration will take place August 29. To get your fill of art this fall, visit Forum Art Centre September 25 to 27 for free activities during Culture Days Manitoba. Learn more at www.forumartcentre.com.

TAPASTRY AT NIAKWA GORD HARRIS, CHEF & OWNER NEIL HIGGINSON, CHEF 620 NIAKWA ROAD 204.256.7326 Chef and Tapastry owner Gord Harris, along with Chef Neil Higginson, bring 60 years of cooking experience to the table at Tapastry. This summer, members and non-members alike can enjoy the fantastic new Tapastry menu in their newly renovated restaurant or the breathtaking patio overlooking the Niakwa Golf Course. The view isn’t the only visual highlight either, as their dishes are presented on signature Manitoba Maple wooden platters and plates. If wine is your passion, you definitely won’t want to miss Tapastry’s Wine Wednesdays held once a month throughout the summer

where Sommelier James Engstome pairs wines with the Tapastry’s eclectic cuisine. For large groups, Tapastry can also accommodate wedding receptions, corporate parties and private functions ranging from ten to 220 guests. Call the Niakwa Country Club at 204.256.7326 or visit www.niakwacountryclub.ca for more information or to book your event.

Photos: Supplied

MOKADA CUSTOM JEWELRY DESIGN STUDIO

Forum Art Centre has been a registered charity with Everything Art since 1964, and they are proud to be one of the city’s oldest, independent, educational, registered charitable visual art organizations. With art classes, camps, workshops and studio time available, this is the perfect place to learn more about art in a casual and creative atmosphere. Centrally located in St. Boniface, they offer free parking and wheelchair access is available for most classes. During the summer, Forum is offering one-day workshops and art classes for teens

669 Stafford Street (Corner of Taylor & Harrow)

www.sweetimpressions.ca

W H AT ' S N E W W I N N I P E G !

LISA WAITE TRADUCTION

RISING STAR COURIER BARRY TOWNS OWNER 204.294.3266 After retiring from many years working in the transportation industry, Rising Star Courier owner Barry Towns missed driving through the city and meeting numerous people throughout the day. He started Rising Star with customer service as his anchor in a very competitive industry. It did not hurt that he searched far and wide to find the best dispatching software in the industry. His customers love the prices, they love the desktop ordering panel … and they really love the customer service! Big, faceless companies have drivers who come and go; they can’t offer the same personalized service or the quality standards as a small player. Rising Star, however, has never lost a driver or a customer, and they plan to keep it that way. New this summer, Rising Star Courier will enter all customers who use Rising Star Courier for ten or more deliveries during July in a draw to win ONE MONTH of free mail delivery before 10:30 a.m. each morning! As Canada Post is phasing out doorto-door mail drop-off, Barry believes that early mail delivery to your business can help improve what your company does, and how it does it. They will even take care of your deliveries on Saturdays. To take advantage of this offer, visit their website at www.risingstarcourier.com or call 204.294.3266.

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With such vibrant Francophone communities here in Winnipeg, and in Montréal, Lisa Waite’s translation services have truly taken off. From French to English (or vice versa) and, new this year, Spanish to English, Lisa’s passion for language has made her a go to resource for those working in fine arts, design, architecture, museology, theatre, performing arts, education / pedagogy, tourism, gastronomy, human resources and general business fields. For Lisa, one of the most rewarding parts about translation is bridging the language gap between people who wouldn’t otherwise be able to communicate with each other. And doing so both accurately and in a way that sounds as natural as possible in the target language. Lisa is a seasoned professional with almost nine years of translation and revision experi-

ence behind her. For the past five years, she’s been managing her freelance business, Lisa Waite Traduction, working digitally with clients across Canada. Although she has been living in Montréal for several years, she’ll always be a Winnipegger at heart! Visit www.lisawaitetraduction.com for more information or a project quote. Visitez www.lisawaitetraduction.com pour plus d’informations ou pour un devis de projet.

FAVERI’S WOOD FURNITURE LYNDA WILSON & ROBERT KREIS OWNERS 625 WALL STREET 204.957.4940 Faveri’s Wood Furniture is keeping it hip and fresh this summer as the exclusive Manitoba carrier of the new environmentally sensitive and sustainable Patio Daddyo Collection of handcrafted bamboo outdoor furniture. Not only do these designers strive to create comfortable, durable and stylish products, they offer an extensive selection of Sunbrella fabric colours, patterns and textures, specially designed to endure years of outdoor use.

brushes, sandpaper, milk paint and everything in between to help you execute your vision. Their knowledgeable staff will also share their expert advice to make sure you know how to complete the project. Faveri’s also offers pre-finished pieces and professional finishing services if you don’t have the time to do it yourself. Visit Faveri’s Wood Furniture at 625 Wall Street or check them out online at www.faveriswoodfurniture.com.

Faveri’s Wood Furniture is known across the city for their wide variety of styles of high quality wood furniture. If you can’t find exactly what you need in store, they also offer custom design services. For do-it-yourselfers, Faveri’s also carries their own line of custom-developed water-based stains and sealants as well as

B a r r y To w n s : S u p p l i e d , L i s a W a i t e : K a d e r S a d i k o u , F a v e r i ' s f u r n i t u r e p h o t o s : S u p p l i e d , Ly n d a W i l s o n & R o b e r t K r e i s : E r i n A l e x a n d e r P h o t o g r a p h y

LISA WAITE OWNER 514.691.8131

Divorce at Retirement? Divorce after 50 is on the rise.

Are you part of this growing segment of the “grey divorce” demographic? • How will dividing my wealth affect my retirement?

• Will I have enough income or will I have to work longer or return to work?

• What are the long term consequences of Settlement Option “A” compared to “B” or “C”? • Can I stay in my home?

Tesia Brooks is a Certified Divorce Financial Analyst (CDFA™), a Certified Financial Planner (CFP®) and accountant with specific training and accreditation for divorcing clients.

Call us for peace of mind.

tesia brooks cfp cdfa | 204.594.1020 | tesia@brooksfinancial.ca

Unit 145-99 Scurfield Blvd Winnipeg, MB R3R 1Y1

brooksﬁnancial.ca

W H AT ' S N E W W I N N I P E G !

THE MITCHELL BLOCK

RITUALS IN HAIR AND SKIN KRISTINA POTURICA OWNER & PRINCIPAL 159 ST. ANNE’S ROAD 204.452.1182 Rituals in Hair and Skin is celebrating 12 years in business, and they are very excited about growing their team this year with new hair artists Kirsten, Tamara and Chelsea. They have also recently welcomed Amanda (esthetician) and Alexandra (nail technician) to the Rituals team. These fantastic new additions join Lisa, who has been with Rituals for eight years and in the industry for 13. She is an amazing esthetician, make-up artist and nail artist. Their new location in Old St. Vital, an area rich in history and a great sense of community, has proven to be a fantastic home for Rituals. It is convenient to get to from any area of the city, easy to find parking and the new space is the perfect bright and cheery hair / skin studio to create everyday “rituals” for their clients. This year they are focused on adding some new facial treatments and products to keep your skin fresh, younger and healthier, including facials for menopausal, stressed skin and antiaging treatments from Yonka that are very results-orientated – you’ll love them! As always, they are continuing their education and training to give clients the newest and best approaches to your skin. Come try them out this summer! Their everyday manicure / pedicure promotion is $70 for both treatments. Check out Rituals’ website at www.ritualsinhairandskin.ca, Facebook, Twitter, Instagram and Pinterest to see the latest work from their team.

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The Mitchell Block is proud to announce its one-year anniversary coming in August! According to chef and owner, Sean McKay, over the past year they have gotten to know a lot of great neighbours and are proud to be part of the exciting revitalization of the East Exchange District. This summer, the Mitchell Block will be introducing a new menu and cocktail list utilizing ingredients from their favourite local farmers. They look forward to providing customers with craft and local draft beers in the lounge and a new wine list, and also plan to host more back lane barbecues and special events for the community. Their lounge will be continuing with Buck-a-Shuck Thursdays and will be hosting guest bartenders on a regular basis. In their first year, they had the opportunity to host many great events and the lounge has proven to be a great venue for weddings,

holiday parties and cocktail receptions. Offering something completely different, their wine cellar now doubles as a private dining room for intimate Chef ’s Table custom-dining experiences. As a throwback to the building’s pharmaceutical past as The Mitchell Drug Company, they are also preparing their own bitters and infusions to be incorporated into their cocktails. The Mitchell Block’s second story lounge was originally the laboratory for the wholesale druggist back in the 1880s. Today, they proudly mix “tinctures” and “remedies” of their own the heritage of the building has come full circle a century later! You can learn more and view their new menu at www.themitchellblock.com.

VINTAGE BLING DAYLE GOERTZEN OWNER 204.661.9566 Vintage Bling jewelry designer, Dayle Goertzen, never seems to run out of inspiration when creating incredible one-of-akind treasures. Each extraordinary piece is a unique combination of history and luxury. Vogue has announced that accessories are the make or break fashion detail this spring, and Vintage Bling will not disappoint. Dayle recently returned from a buying trip to New York City where she thoughtfully sought out and carefully selected handfuls of forgotten treasures to use in this season’s creations. Her new summer line, primarily consisting of statement necklaces and rings, is

inspired by her garden, featuring pastel florals and colours of nature. So where can you pick up your new treasure? You can now find Vintage Bling at the Forks Market in the Lesia Anna Art Studio, located in the Johnston Terminal. You can also try on Vintage Bling with a group of friends! Book a Bling Party at Dayle’s studio for four people by July 31, 2015, and you will receive a free manicure with your Vintage Bling purchase. Be sure to visit Dayle’s new Celebrities page at www.vintagebling.ca to see who is wearing Vintage Bling.

K r i s t i n a P o t u r i c a : P e a r l A n g e l i n i P h o t o g r a p h y, S e a n M c K a y : L e i f N o r m a n , P a e l l a d i s h , D a y l e G o e r t z e n + d r e s s f o r m : E r i n A l e x a n d e r P h o t o g r a p h y

SEAN MCKAY CHEF & OWNER 173 MCDERMOT AVENUE 204.949.9032

We have brought courier service to a new level-and at an even better price than you currently pay! Your order panel is all auto-fill with drop-down boxes. Every order gets easier and faster!

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When your order is picked up, follow the driver on GPS! Know where your delivery is at all times! After the trip, you will see the signature, the notesâ&#x20AC;&#x201C;all the detailsâ&#x20AC;&#x201C;right on your desktop!

Go to Rising Star Courier and sign-up now. We send you our app for computer, tablet, or smart phone, and you are back in charge! Have the Peace of Mind you deserve NOW! risingstarcourier.com

204.294.3266

info@risingstarcourier.com

Entertainment Ring! FEATURING THE

ExTreme Dogs!

Exhibitors!

Seminar &

Demonstration Stage! Pet Play Zone! RBC CONVENTION CENTRE WINNIPEG

WINNIPEGPETSHOW.COM

Prizes & Contests! AND SO MUCH MORE...

W H AT ' S N E W W I N N I P E G !

BROOKS FINANCIAL TESIA BROOKS, CDFA™, CFP® OWNER UNIT 145 – 99 SCURFIELD BOULEVARD 204.594.1020

REALTOR® ROYAL LEPAGE ALLIANCE 204.885.5500 Joanne Lesko and Cindi French share a common goal: superior customer service. They work together as a team, which means combining their skills to bring the best of their strengths to all their clients. After studying leading real estate agents in the U.S., they were very excited to unveil some marketing services previously not seen in Manitoba. Their promotion of properties they have listed now shows the walkability of that area, also allowing them to really tell the story of the home and location. Joanne and Cindi see themselves as educators, using their years of experience to provide sufficient resources to the client so they can make the best decision for themselves and their families. They work both city and rural properties, from starter homes to forever homes, as well as investment properties and anything in between. They recognize that life weaves its own tale and are happy to facilitate whatever road their client wishes to pursue. They also believe that the agent you work with should be a fit for you and not simply the first person you encounter. They believe in building relationships for life, and show that throughout the year with various client events to give back and say thanks. If you would like to know if Joanne and Cindi are the best fit for you, give them a call and sit down with them for a coffee. You will be glad you did! You can also visit www.joannelesko.com to learn more.

younger couples, including property divisions, retirement savings, spousal support, tax implications and the possibility of having to go back to work. At Brooks Financial, these are just a few of the factors they consider when assisting their clients. As a CDFA™, Tesia sees the process of divorce or post-divorce from a unique perspective, allowing her clients to avoid longterm financial pitfalls important to the boomer generation. Using a holistic approach, Brooks Financial understands the complexities and unique issues facing divorce after age 50, and works to minimize every impact while guiding clients through complex financial decisions. Learn more at www.brooksfinancial.ca.

SWEET IMPRESSIONS KRISTA ROBERTSON & AYNSLEY ROSIN OWNERS 669 STAFFORD STREET 204.237.0743 Sweet Impressions is Winnipeg’s premier 100% nut free boutique bakery. From their signature hand-decorated sugar cookies to cupcakes, cakes and their famous caramel popcorn, everything is nut free, making these delicious desserts perfect for schools, daycares and, of course, those with a nut allergy. Sweet Impressions has recently expanded their home baked goodies to include a “made to share” line of bite-sized products including:

COOKIE DIPS: Homemade chocolate chip cookies dunked in chocolate and smothered in toppings like pretzels, Smarties and toffee. COOKIE SANDWICHES: Two soft cookies sandwiched together, swirled with buttercream and drizzled in caramel and chocolate ganache. CREAM CHEESE BROWNIES: Chewy mini cheesecakes with a chocolate brownie base and marbled cream cheese.

These new goodies will be available for sale in their bakery and to wholesale customers. They’re perfect for serving at the local neighbourhood coffee shop! Learn what’s new and delicious at www.sweetimpressions.ca.

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J o a n n e L e s k o : S u p p l i e d , Te s i a B r o o k s : P h i l H o s s a c k , S w e e t I m p r e s s i o n s : S u p p l i e d

JOANNE LESKO

Tesia Brooks of Brooks Financial is an accountant, a Certified Divorce Financial Analyst (CDFA™) and a Certified Financial Planner (CFP®) with specific training and accreditation for divorcing clients. She forecasts the long-term effects of an individual or couple’s proposed Divorce Settlement Agreement, including immediate family needs. In Canada, currently, the only demographic seeing a rise in divorce rates is people over 50. Empty nest syndrome, more financial independence for women, longer lives in better health and prospects of new relationships all contribute to this trend. Changes in lifestyle due to retirement of one spouse or differing life goals between partners can add marital strain. Some Boomers simply find the thought of another 20 years in a less than happy marriage reason to divorce. On top of this, older couples facing divorce have significantly different concerns than

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S CA N QR C OD E TO VI E W OU R P ORT F OLIO

204.612.5 9 4 4 AYO KO D ES I G N .C O M

DESIGN | WEB | PRINT

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