We work with purpose-driven organizations to fuel their success through holistic brand strategies, compelling stories, stakeholder engagement, experience design and powerful community-building tools.

How do you create value? For whom? What are the experiences and stories that really connect with the people that matter most to your success? We’ve been collaborating with clients to tackle these essentials since 2009. Our tools: research and strategy, adaptable design systems, and smart implementation tools to sustain our clients successes for years to come.

Understand what your stakeholders care about

  • Research
  • Stakeholder engagement

Articulate what makes you the smart choice

  • Brand strategy
  • Brand architecture
  • Persona
  • Messaging and voice

Create unique identifiers for who you are

  • Naming
  • Taglines
  • Identity design
  • Visual identity systems

Pinpointing how to make the most impact

  • Implementation planning
  • Marketing and communications plans
  • Launch campaigns
  • Branded content: editorial, video, interactive

Communicate how you work with smart content & tools

  • Guidelines
  • Tactical communications and marketing
  • Brand training
  • Brand toolkits

Our Team

Peter Francey

President

Jeannette Hanna

Chief Strategist

Paul Hodgson

Creative Director

Stephen Weir

VP of Brand Development

Blair Francey, MA RGD

Senior Designer

Lily Chau

Designer

Musings

Post-Secondary educators across North America are bracing for a wildly unpredictable 2020-2021 academic year, buffeted by myriad learning, teaching, health and economic challenges. Yet, while these immediate, pandemic-driven trials preoccupy most administrators’ attention, the upheavals of 2020 have also accelerated dynamic forces that will stress test the mettle and creativity of higher learning in even more surprising ways.

Chronicles: Learning Resilience

Post-Secondary educators across North America are bracing for a wildly unpredictable 2020-2021 academic year, buffeted by myriad learning, teaching, health and economic challenges.

Yet, while these immediate, pandemic-driven trials preoccupy most administrators’ attention, the upheavals of 2020 have also accelerated dynamic forces that will stress test the mettle and creativity of higher learning in even more surprising ways.

Read our Chronicle on learning resilience.

Corona, the pandemic, is turning our world upside down – at least the parts many believe to be the most…

The Placebrand Observer: Corona Pandemic: What it Means for Place Branding Community

Corona, the pandemic, is turning our world upside down – at least the parts many believe to be the most important: our personal freedom and the economy. Over the last weeks I’ve been in close (virtual) contact with many readers, partners and clients – members of the TPBO community. And while we all seem to be impacted financially by the situation (thankfully most seem to be doing just fine health-wise), I’ve been surprised by the crisis-resistant answers and almost optimistic attitudes, sensing a unique opportunity for place branding.

Corona Pandemic: What it Means for Place Branding Community

https://placebrandobserver.com/experience-masterplanning-how-to-guide/ In this How To guide, learn how Experience Masterplanning can help create better places through integrating placemaking and place…

The Placebrand Observer: How to Integrate Placemaking and Branding Through Experience Masterplanning

How to Integrate Placemaking and Branding Through Experience Masterplanning

In this How To guide, learn how Experience Masterplanning can help create better places through integrating placemaking and place branding. Malcolm Allan, Roger Hobkinson and Jeannette Hanna explain step by step how Experience Masterplanning can lead to a holistic investment strategy and a sustainable action plan for cities, regions or destinations.

Closer collaboration between placemaking and place branding is the argument presented in this guest post by Malcolm Allan, Jeannette Hanna…

The Placebrand Observer: Why Placemaking and Place Branding Should Work Hand in Hand – Through Experience Masterplanning

Closer collaboration between placemaking and place branding is the argument presented in this guest post by Malcolm Allan, Jeannette Hanna and Roger Hobkinson, who introduce us to the concept of Experience Masterplanning.

Why Placemaking and Place Branding Should Work Hand in Hand – Through Experience Masterplanning

Perhaps it’s her journalism training that drives Jeannette’s obsession with the stories of organizations and places. As co-author of Ikonica,…

The Placebrand Observer: Jeannette Hanna Speaker Profile

Perhaps it’s her journalism training that drives Jeannette’s obsession with the stories of organizations and places. As co-author of Ikonica, A Field Guide to Canada’s Brandscape she explored the interdependencies of commerce, culture and community. It’s a theme that’s been honed over her long tenure as the brand strategy lead for Spencer Francey Peters and then as a co-founder of Trajectory.

Jeannette Hanna Speaker Profile

Jeannette Hanna of the strategic brand agency Trajectory in Canada, in this interview touches on the intertwined destiny of the…

The Placebrand Observer Interview: Jeannette Hanna of Trajectory Consulting on Creating Authentic Place Brands

Jeannette Hanna of the strategic brand agency Trajectory in Canada, in this interview touches on the intertwined destiny of the fields of place branding, placemaking and place management. We also discuss place brand authenticity and how a qualitative approach to place brand development can help distill the meaning of places.

Jeannette Hanna of Trajectory Consulting on Creating Authentic Place Brands

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Affiliations

City Nation Place Expert Partner 2024

Land Acknowledgement

Trajectory operates out of Toronto, Ontario which is located on sacred land that has been a site of human activity for over 15,000 years. This land is the traditional territory of the Mississaugas of New Credit, the Anishinaabe, the Haudenosaunee, and the Huron Wendat. We acknowledge these Nations (and any other recorded or unrecorded Nations who cared for the land) as the past, present and future caretakers of this land named Tkaronto, “Where the Trees Meet the Water,” “The Gathering Place.”

Today, the meeting place of Toronto is home to many Indigenous people from across Turtle Island, and we are grateful to have the opportunity to work in the community, on this territory.

We encourage all people to become more actively involved in understanding why Land Acknowledgements are important, but also Indigenous histories and contemporary issues in the places where they live and work.

In Canada, the University of Alberta offers a free online course that “explores key issues facing Indigenous peoples today from a historical and critical perspective highlighting national and local Indigenous-settler relations.”

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