The brief was to drive acquisition for CAA while building awareness and recognition with downtown Toronto’s “Eat, Play, Love” crowd — affluent, culturally engaged young singles and couples who value originality and lifestyle perks over traditional roadside assistance.

My concept, “This Is My CAA,” came from the insight that this audience looks for products that feel different from the ordinary and align with their personal style. The idea was simple: CAA isn’t your parents’ CAA. How you use it is personal. From travel and shopping to virtual healthcare; it should feel like it fits your life.
 

In addition to ideating and pitching concepts, I evolved the visual direction into something much bolder for CAA. We leaned into bright brand colours, stylish urban energy, and authentic-feeling imagery that reflected our demographic. The work connected the three key value pillars (virtual healthcare, shopping, travel) to real lifestyle moments, repositioning CAA as a modern, culturally relevant brand — and driving sign-ups by showing how membership fits into everyday life.
 

Freelance Client

Art Direction | Design | Motion/Video Editing

Copywriter: Julie Martinson