2014 Peak Moment CAN Fund Calendar: On Sale Now

October 10, 2013 by  Top Drawer Creative

The Peak Moment: For every athlete there is peak moment when all the training, talent and commitment come together in the purest expression of their sport. “When I shared this concept with the athletes, they got it right away–because all of them have experienced this,” says international award-winning photographer (and our CEO) Howard Chang. “And that’s why the concept’s so powerful.”

Here at TDC, we’ve been supporting CAN Fund for over a decade and, this year, we wanted to continue that support; but we wanted to do something a little different, something bigger–something that showcased our in-house talent. So we made a calendar.

We’re proud of this calendar–not just for how beautiful it looks and how it came together–but for what it represents. Proceeds from each calendar sold go directly to our Canadian athletes, who need the support. “I think as Canadians, we need to see excellence to believe that it’s possible,” says CAN Fund Founder & Executive Director Jane Roos. “Our athletes show us excellence.”

Purchase a calendar here for $25.

Purchase multiple calendars for your employees, your clients, your family or friends here. Order 100 calendars or more, each calendar is $20.

Watch how this calendar came together and see how your purchase will help the athletes–directly.


See all 12 Peak Moment images on our Flickr gallery.

Take a look at all of the calendar images on our Pinterest page as well.

Living Life In Bold: Genuine Alignment

October 8, 2013 by  Top Drawer Creative

So, what happens when a progressive, passionate, iconic company partners with a progressive, passionate, creative agency? Together, we make a little magic. Strategic positioning. A bold new look. A new tagline. New product package designs. The Manifesto. We partnered with renowned natural supplements company Genuine Health on the biggest rebrand in the company’s 20-year history.

“It’s recreating a brand identity,” says Top Drawer Creative Account Executive, Danielle Desroches. “And we could not have achieved what we did, had it not been for the synergy of the two teams!”

When Genuine Health approached us for a comprehensive rebrand, we were excited. We have a deep understanding of the category and the consumer.

“Our relationship with Top Drawer is a true partnership,” says Stewart Brown, Founder & President of Genuine Health. “No other agency has understood us like them, and the result of our work together is a strategic and creative foundation that is what the true essence of Genuine Health is about.”

We’re feeling proud (and we’re still feeling excited). Over 130 new product package designs are rolling out on the shelves of health food, specialty and mass retailers right now. These include the legendary greens+, omega, multi+, herbals, pain relief and sports nutrition products. The Manifesto–a first for Genuine Health–debuted as part of a 12-page insert in the October issue Alive Magazine.

“The opportunity to rebrand an iconic company like Genuine Health was fantastic for our team,” says our Brian Gahan, Partner & Chief Creative Officer. “Having a client that trusts the process is essential when an established brand needs to reposition itself in so many channels. It was crucial for us to stay true to the clean white of their past, but step out in a bold and powerful manner.”

Genuine Health IS POSSIBLE.

Creative Director Rachael Muir: “The fonts; the design elements; the colours–it all represents the brand essence: being bold and confident.”

We all want to be bold and confident. (We specialize in the AHAA consumer and we’ve got an expert research department, so we know this to be true.)

For more details on Genuine Health, click here. To get a feel for the brand, watch this.

To learn about our expertise in the AHAA consumer, click here.

Our Account Executive, Danielle Desroches, plants a tree with Genuine Health Founder & President Stewart Brown and our Brand Strategy Director, Andrew Connochie during a “Genuine Deed”.


Stewart Brown, Founder & President of Genuine Health, and Kathy McLay, Director of Client Services at Top Drawer Creative, together at the Canadian Health Food Association Trade Show earlier this month–where Genuine Health’s booth (full of the new rebranding) won best booth in show!