Big Ideas. Made in Canada.
Toronto Branding, Design & Strategy
Jackpine Toronto · Strategy, branding and design
Your next move deserves a clear point of view.
Jackpine helps Toronto organizations sharpen their position, build distinctive brands and bring important ideas to market.
We bring strategy, design, campaigns and communications together around the decision in front of you. Work directly with Liam Mooney and Emma Cochrane, from the first conversation through to the work people see.
Founded in Ottawa in 2013, our independent consultancy serves Toronto and the Greater Toronto Area through client work, creative partnerships and our own Canadian ventures.
Client relationships
A Toronto connection built through the work.
Our relationships span business, public policy, culture, place and leadership. Selected current and past clients with Toronto connections include:
Evergreen Brick Works
Our work with Evergreen Brick Works has spanned visualization, strategy, research synthesis and report development. We help make complex research and ideas clear, useful and ready to share.
Northwest Healthcare Properties
Our work with Northwest Healthcare Properties, now Vital Infrastructure Property Trust, has included proposal development, presentation decks, narrative development and brand storytelling, including projects delivered on tight timelines.
C.D. Howe Institute
Jackpine supported a major digital transformation for the C.D. Howe Institute, the Toronto-based public policy organization.
Boyden
Our current work with Boyden in Ontario connects us with a Canadian executive search business whose consultants include a Toronto team.
Services for Toronto organizations
Clear strategy. Distinctive design. Practical execution.
Brand strategy and identity
Positioning, naming, messaging, visual identity and brand systems for a launch, growth or a change in direction. Give customers, partners and your own team a clear reason to choose you.
Strategy and foresight
Research, scenarios and leadership working sessions that turn a changing market into a set of choices and a practical plan.
Explore strategy and foresightCampaigns and communications
Campaign concepts, launch materials, public relations and executive communications. Build a story people can understand and a coordinated way to put it into the world.
Explore public relations and earned mediaDigital and physical experiences
Websites, presentations, signage and branded environments that carry the idea into the places people encounter your business.
Selected work · Music Publishers Canada
Make a complex industry easier to understand.
Jackpine helped the Canadian Music Publishers Association become Music Publishers Canada. Stakeholder interviews informed a new name, positioning, visual identity and communications that explained the role of music publishing to policymakers and the wider industry.
The work connected a clearer public identity to the organization’s strategic goals.
Read the Music Publishers Canada case studyDesign, research and creative partnerships
Connected to OCAD University.
Our partnership with OCAD University is part of Jackpine’s connection to Toronto’s design community. Liam holds a Master of Design in Strategic Foresight and Innovation from OCAD U, bringing research and future thinking into our commercial work.
OCAD U has also featured Liam and Emma’s Canada Is Not For Sale® venture, examining how design can give a public idea a form people recognize and rally around.
Read OCAD U’s featureDemocracyXChange · Toronto, 2025
Bringing big ideas to life.
Emma Cochrane gave a keynote address at DemocracyXChange in Toronto in 2025. Alongside Liam Mooney, she shared lessons from Canada Is Not For Sale® on how design can build alignment, inspire action and move an idea into the public conversation.
Their session, “Bringing Big Ideas to Life,” connected a decade of design experience with the practical lessons of building a widely recognized Canadian brand.
Supporting Toronto’s creative community.
In September 2026, Jackpine contributed to WIFT+ Toronto’s fundraising during the Toronto International Film Festival, supporting its Reception@TIFF and the Foundation for WIFT+ Toronto.
The Foundation helps screen-industry professionals access career development, mentorship and bursaries. It is another way we contribute to the creative community that makes Toronto an important part of our work.
Learn about WIFT+ Toronto’s Reception@TIFFToronto media and national coverage
Ideas that enter the public conversation.
Our own ventures, including Canada Is Not For Sale® and Lake Ontario Hat, put our approach to strategy, design and communications into practice. They have brought us into Toronto’s media conversation and reached audiences across Canada and internationally.
Toronto Life
Featured Jackpine’s Lake Ontario merchandise in its coverage of the response to the lake’s proposed renaming.
Read the Toronto Life featureCBC News
Morning television with Heather Hiscox, alongside CBC Radio coverage of the Lake Ontario Hat initiative.
Hear the CBC Radio interviewFurther coverage and appearances include CP24, the Toronto Star and The Ben Mulroney Show.
A Toronto story that travelled.
In March 2025, Toronto Blue Jays fan Dan Begley was removed from the Rogers Centre home opener for wearing a Canada Is Not For Sale® cap. The Blue Jays later apologized and invited him back. Liam sent Dan tickets to another game.
The story reached the New York Times, CityNews and other media, showing how a simple design could become part of a much larger public conversation.
We bring that practical experience back to client work: finding the story, preparing the spokesperson and connecting public attention to a business purpose.
See more selected media coverageCreative counsel with a founder’s perspective.
We build businesses of our own. Our apparel ventures connect brand development with manufacturing, retail, partnerships and customer demand, including business relationships in Toronto.
Liam leads strategy, partnerships and public communications. Emma leads creative direction and design. Together, we help you connect the commercial decision to the brand, message and experience that make it tangible.
Meet the studioWork with Jackpine
What is your next move in Toronto?
Tell us what you are building, what needs to change and when you need to act. We will help define the right starting point.
Jackpine Toronto303 Bay Street
Toronto, Ontario
Working with organizations in Toronto, across the GTA and throughout Canada.