Selected Works

For over two years, Mutual Friends has partnered with Citizen, a trusted leader in the watch industry for over 100 years, managing both their social media channels and advertising campaigns. Our efforts have led to the development of scalable advertising strategies that consistently deliver impressive returns of over 6x return on ad spend (ROAS). This collaboration has further cemented Citizen's position as a renowned name in the watchmaking world. We've elevated their collaborations with Disney & Marvel, their smartwatch line CZ Smart and more throughout the partnership with MF.

Bulova, a renowned American timepiece manufacturer founded in 1875, sought to expand their presence through increased social media engagement and advertising in Canada. Mutual Friends took charge, honouring the brand's longstanding commitment to craftsmanship, innovation, and technology while implementing effective strategies to enhance their online reach. Our successful collaboration has delivered consistent returns of over 7x ROAS and driven consistent growth for Bulova Canada's social media channels and e-commerce platforms.

Uncle Studios, a mid-luxury clothing brand founded by Allegra Shaw and Shirin Soltani, sought to expand their market reach and refresh their online presence. Mutual Friends supported their efforts by providing digital strategy, email marketing, and web design services. Our team carefully audited their existing advertising campaigns, devising a new direction to acquire customers through prospecting campaigns. As a result, Uncle Studios saw a remarkable 103% growth in their customer base, and more than 5x'd the profit from the previous years advertising, even post iOS 14.5! Additionally, we designed and built a new e-commerce website for Uncle Studios, placing their email campaigns at the forefront to further enhance customer engagement. These combined efforts allowed Uncle Studios to not only reach their existing audience but also successfully tap into new markets and customer segments.

Lisa Gozlan Jewelry partnered with Mutual Friends on a social brand launch that positioned them as a key startup fashion jewelry brand worldwide. We created a Social Strategy that pivoted the brand’s channels to ensure that social is cohesive and has an overall own-able aesthetic. We leveraged and maximized the growing organic audience by utilizing targeted advertising based on ‘always on’ campaigns and specific product drops (such as the happy face bracelet) in order to maximize sales and the success of collections. Over the course of the advertising campaigns, we helped scale their business via an advertising model to generate growth in their month-over-month sales by over 5x. The advertising campaigns consistently generated a return on ad spend that grew month over month and achieved their sales targets. Their average order value grew by 20^, the conversion rate doubled, and we generated returned profits of over 8x on ad spend. Socially, the Instagram account grew by ~23% monthly, and tap-to-shop links generated >20% of sales.

CorePlus Studios, the leading Pilates and Yoga studio in Australia, initially approached Mutual Friends to launch their Canadian Master Franchise. Our collaboration quickly expanded to include support for their franchise pipeline in Australia, ensuring successful studio launches and a strong presence in the fitness community.

CorePlus Connected, a subscription video-on-demand platform, offers unlimited access to Yoga, Pilates, Cardio, Strength, Meditation, and more. When lockdowns began, Mutual Friends quickly pivoted to target a global audience of nearly 20,000 Yoga and Pilates enthusiasts, establishing the thriving CorePlus online community on Facebook. Our team developed a digital strategy, rollout plan, and paid ads to support the platform's launch and growth. As a result, CorePlus Connected has become a leading subscription platform for Yoga and Pilates originating from Australia, cultivating a worldwide community enjoying their classes and content.

We collaborated with Shop Rumored to deliver a new brand identity and a transformative web design that completely revitalized their front-facing channels. This refresh lined up with their name change, allowing for a seamless transition. Our efforts resulted in a significantly lower bounce rate on their website and a renewed sense of identity for the team, allowing them to authentically express themselves and attract the desired audience who appreciates their elevated offerings.

Mutual Friends developed a comprehensive campaign to help Namesake successfully transition into the digital landscape, as their business had previously relied on generating sales through pop-ups and in-studio fittings. Our goal was to bring the experience of in-studio fittings online while maintaining the brand's essence. Our advertising efforts significantly decreased the average cost per acquisition (CPA) by over 400%. Additionally, online sales experienced substantial growth, averaging a 3.33x increase month-over-month. This momentum continued even during the traditionally slow season, demonstrating the campaign's effectiveness and the brand's digital transformation.

State of Harmony, an eco-lux milk bath brand, aims to replace feelings of stress and fatigue with restorative earthy aromas and hydrating minerals. They offer a top-rated clean and natural milk bath to help reset your state of being and enhance your self-care routine. Mutual Friends played an instrumental role in supporting State of Harmony's brand launch, providing creative direction, campaign and content production, social media management, influencer marketing, and paid ads. By conceptualizing and executing photo and video assets, we produced the initial content essential for telling State of Harmony's story and creating brand awareness on social media. Our ongoing content and social management efforts have laid the groundwork for successful influencer partnerships and paid social advertising campaigns, further solidifying State of Harmony's presence in the self-care market.

Maja Club, a Dubai-based lifestyle and fashion brand, partnered with Mutual Friends to bolster their brand growth through a brand refresh, product design, and a campaign for their newest launch, "The Maja Journey." As a brand centered on fostering connections and collaborations with like-minded brands, Maja Club sought a distinctive mark and logo that could both seamlessly blend with prominent players in various categories and stand out on its own.

Beach House Muskoka, a sought-after vacation rental in Muskoka, Ontario, approached Mutual Friends to enhance the visual experience of its brand across all consumer-facing channels. Our team crafted a fresh creative direction to effectively narrate the Beach House Muskoka story across social media and their website, in addition to partnerships with brands such as Roots, Bather and 437 for brand-building giveaways and activations. As a result, we've helped them achieve consistently sold-out seasons year over year, ensuring a memorable and experience for their visitors both IRL and online.

Mutual Friends collaborated with Somewhere Inn Calabogie to enhance their social media presence, create eye-catching graphics, and establish strategic partnerships to nurture a growing community. The inn is a unique destination that connects guests with nature and the local community while promoting sustainable tourism. Our partnership focused on showcasing the inn's passion for the surrounding area, engaging with local organizations, and collaborating with regional businesses to offer authentic experiences. We leveraged the expertise of their friendly staff, facilitated connections with the Calabogie Collective Business Association, and worked with local breweries, restaurants, and tour operators. Through our efforts, we've helped Somewhere Inn build a thriving and engaged community, fostering positive connections between guests, the environment, and the local community.

Sensyst is at the forefront of providing sophisticated workspace solutions that redefine the business environment landscape. Our collaboration with Sensyst marked a synergy of industry expertise and innovative digital marketing. Through strategic social media management and digital marketing initiatives, we successfully enhanced Sensyst's online visibility, solidifying its position as a leading business interiors firm. Through data-driven consulting, we helped steer Sensyst towards groundbreaking digital successes, fortifying their brand identity and market reach. This fruitful partnership exemplifies how strategic digital marketing can catapult a business to new heights, turning visionary ideas into reality.

Shop Coco, a modern-day convenience store offering healthier options for snacks, food products, home goods, and wellness essentials, recently expanded its services to include a full-service café. They contacted Mutual Friends to help create an e-commerce presence that would extend their reach across Canada beyond their Summerhill brick-and-mortar location. Faced with the unique challenge of receiving too many orders for their growing delivery business that were outside of their service area due to the freshness constraints of their products, we devised a solution by developing a custom shipping area app and launching a new Shopify website. To complement the new site, we refreshed Shop Coco's branding and creative assets, ensuring their customers a clean and consistent visual experience.

Domi Co., a modern marketing and consulting agency specializing in branding, creative, and strategy, collaborated with Mutual Friends to design and develop their new website. Seeking a distinct online presence to showcase their multifaceted approach and versatility, we conducted a creative audit and crafted a unique site reflecting their updated branding. In addition, Mutual Friends supports Domi Co. in various capacities, including strategy development, paid advertising, brand identity creation, and social media management for their clients, further strengthening their comprehensive service offerings.

Mutual Friends collaborated with Forest Hill Farmhouse to support their successful launch, providing a comprehensive launch campaign, social media management, and creating graphics and merchandise to reinforce their messaging. Forest Hill Farmhouse is a fast-casual salad concept that offers healthy alternatives to busy, active individuals looking for nutritious meals amidst a city saturated with fast-food chains. FH Farmhouse is located in midtown Toronto. The menu features ten signature salads, customizable build-your-own bowls, and refreshing beverages from local suppliers like Two Bears Coffee and City Seltzer. Our partnership with Forest Hill Farmhouse focused on promoting its brand and unique offerings, ultimately leading to a strong and thriving launch in the competitive food industry.

In a year-long collaboration, Mutual Friends catapulted Cardea AuSet, a beloved all-natural Canadian beauty brand, to new digital heights. Through comprehensive digital marketing, precise social media management, targeted paid advertisements, and stunning graphics, we amplified the brand's visibility, accelerated its growth, and substantially boosted online sales. Our innovative approach led to a deeper connection between the brand and its audience, transforming Cardea AuSet's digital presence and reinforcing its stature in the beauty and wellness sector.

Pour l'Amour, a Canadian fashion brand, aimed to redefine the perception of Canadian fashion and showcase its timeless design staples by throwing an event series in Toronto. To achieve this, Mutual Friends developed a comprehensive campaign strategy that included influencer and partnership management, community-focused content production, and targeted paid ads.

Mutual Friends worked with Sackville & Co. on their campaign concept and roll-out plan for their collaboration with Playboy, celebrating the iconic brand's 70th anniversary. The campaign, titled "The Platinum Era," highlights the modernization and representation of weed and sex, reflecting their growing presence and acceptance in society. The Platinum Era campaign emphasizes themes of luxury, prestige, strength, freedom, solidification, and pure love. It showcases a celebratory look and feel, symbolizing the coming of age for both Playboy and Sackville & Co. This collaboration represents a pivotal moment in the lives of the brands, encapsulating the idea of being in one's "Platinum Era." Visual assets for the campaign were expertly executed by our partner, WorldWide Cool Studio (wwc.studio), resulting in a cohesive and engaging campaign that effectively communicates the essence of this exciting collaboration.

Muskoka Wake, the premier watersports instructional outfit in the Muskoka region, partners with Mutual Friends for SEO, paid ads, and launching a new division, Muskoka EFoils. Established in 2011, Muskoka Wake offers wakeboarding, wakesurfing, waterskiing, and flyboarding services on several lakes and caters to all skill levels. Our collaboration helps optimize their online presence and reach more clients, ensuring customers have fun, learn new skills, and achieve their goals in towed watersports. With our assistance, Muskoka Wake continues to provide exceptional experiences and expands its offerings.

Red Bull Canada has been a cherished and long-standing client of Mutual Friends, allowing us the privilege to collaborate on a diverse array of content projects. Our partnership has spanned across various initiatives such as the Wings Team, Red Bull Music Academy, sampling events, music festivals, and much more. Working together on content production for Red Bull events is always an exhilarating experience, characterized by fast-paced action and swift turnarounds for images and comprehensive event recaps. This long-lasting relationship with Red Bull Canada showcases our ability to adapt, deliver, and excel in a dynamic and demanding creative landscape.

Holland Designs, a Toronto-based brand blending fashion and function, sought to elevate its presence and move beyond its pandemic hobby origins. Mutual Friends played a crucial role in this transformation, developing a distinctive brand identity, a semi-custom website, and engaging content that significantly increased traffic and engagement across platforms. Our collaboration focused on creating a clearly defined brand that resonated on social media, making it wearable, ownable, and shareable. We also supported e-commerce and campaign shoots, along with influencer marketing efforts. As a result, Holland Designs experienced a 50% increase in conversion rates and time spent on their website, solidifying their position as a multifaceted brand with new growth opportunities like HD Vintage.

Hôtel Weekend Club sets a new bar in curating bespoke travel experiences for its discerning members. Our collaboration centered on strategic consultation and detailed planning, which played a vital role in shaping the Club's successful roll-out. The vision was clear - a unique, limited-access travel community offering unparalleled perks and experiences. Through our expert guidance, we helped their team turn this vision into reality, crafting a successful roadmap for the Club's launch and establishment. This partnership underscores how targeted strategy and consultation can unlock doors to exclusive communities and memorable experiences.

Mutual Friends collaborated with Tribe Organics, a company that mindfully produces the highest quality herbal supplements for the pace of modern living, drawing from ancient traditions. We supported them with a brand refresh and brand identity, which showcases the vital fluidity and balance that Tribe products provide. The modern typography, combined with ancient symbolism, is wrapped together by the spirit of their slogan: to master the art of living. In addition to the brand refresh, we helped Tribe Organics create eye-catching packaging that allows their products to stand out on shelves amidst a saturated market of natural products in key stores. This collaboration resulted in a cohesive and powerful brand presence that effectively communicates Tribe Organics' values and purpose.

Rich Breakfast was born out of an appreciation for the finer things in life, understanding that true richness transcends monetary value. The brand embraces the richness found in love, friendships, health, food, lifestyle, and presence, celebrating these aspects of life within its community. Offering luxurious, high-quality clothing staples, Rich Breakfast enables wearers to experience the true feeling of richness and exclusivity without being confined to social status alone. Th brand aims to cultivate a community that embraces its motto of living richly in all aspects of life. Mutual Friends partnered with the brand to encapsulate this mission, providing expert guidance on their launch and developing the essential branding assets to bring their vision to fruition. Together, we've successfully captured the essence of Rich Breakfast, creating a brand that speaks to its unique philosophy and fosters a sense of aspiration and belonging.

With Totum Life Science, we took on the challenge of creating a seamless digital experience for a leading figure in the health and fitness sector. Our relationship spans several years and a broad scope of services: from engaging content creation to website design and development, and ongoing digital consultation. This case study showcases our continuous efforts to elevate Totum's digital presence, aligning it with their mission of delivering holistic, science-based health and fitness solutions.

Kollektif is a dynamic hub celebrating creativity in all its forms. As partners in their digital journey, we undertook a comprehensive revamp of their website, blending functional design with a touch of whimsy that encapsulates Kollektif's spirit. We crafted engaging content that told their story, resonating with their diverse audience. Concurrently, we managed their social media, transforming it into a thriving online community where ideas flourish. This case study demonstrates the power of an integrated digital strategy, where design, content, and social media come together to create an immersive and captivating brand experience.

For Handled Hardware, our goal was simple: create a brand identity and website that's as sleek and user-friendly as their products. We designed a brand that speaks to their commitment to quality and style, then translated it into a Shopify website that's easy for customers to navigate. This case study highlights our work in creating an intuitive and attractive digital presence for an emerging brand in the home improvement industry.

Crow's Nest Barbershop, one of Ontario's top barber shops, faced the challenge of expanding its reputation and reaching over 4,000 km away from its existing audience. With a strong following and a well-established presence in Toronto and Collingwood, they sought to make a mark in Vancouver. Mutual Friends stepped in to support CNBS's Vancouver launch with a memorable event, targeted ads, and search engine optimization (SEO) designed to attract clients and new barbers. Within just four weeks following the event, the barber chairs were fully occupied, and the steady stream of clients CNBS was accustomed to in their other locations had materialized in Vancouver.

Muskoka Luxury Retreats, a Canadian company specializing in luxurious vacation rental experiences, partners with Mutual Friends to optimize their website, improve search engine visibility, and manage paid ads. Our goal is to drive traffic and secure new vacation rentals for the company to represent. Additionally, we assist with the design of their merchandise, including clothing and candles. Founder Reid Soper recognized a niche for bespoke, customized luxury cottage rental services after encountering difficulties in finding a reliable vacation rental provider. Muskoka Luxury focuses on delivering exceptional services and creating unforgettable experiences, striving to meet the high standards of a +5-star hotel. With Mutual Friends' support, Muskoka Luxury continues to msignificantly impactthe vacation rental market in Muskoka, emphasizing dedication to service and providing exclusive travel experiences for discerning clients.

Alpina, a fine watchmaking manufacturer founded in 1883 in Geneva, Switzerland, is known for its signature red triangle. We collaborate with Alpina by creating content for the Freeride World Tour and their Freeride World Tour Timepiece. As the Official Timekeeper of the Freeride World Tour, a 16-year-old extreme winter sports event, Alpina's presence spans across challenging ski and snowboard environments in Canada, Spain, Andorra, Austria, and Switzerland. Our team captured photos during the fast-paced, adrenaline-fueled competitions in backcountry locations. We highlight the talent of riders worldwide as they conquer the slopes, emphasizing the connection between Alpina's timekeeping expertise and the adventurous spirit of the Freeride World Tour.

Dr. Liza, one of North America's leading body and posture experts, sought Mutual Friends' assistance in elevating her brand's look and feel to match its stylish and cool essence. As a media expert, entrepreneur, and celebrity manual osteopath, Dr. Liza aims to help women live their best lives with pain-free, fashionable shoes and bags. Working with Dr. Liza, we steered away from the clinical appearance often associated with treatment-based brands. Instead, we infused contemporary styles, colors, typography, and imagery to create a brand that truly represents her vision. Moreover, we developed a custom app that enables women to find footwear tailored to their specific needs, ensuring the perfect fit every time.

Mutual Friends collaborated with Lifework, a holistic life coaching practice founded by Fab in 2019, to help individuals who feel "good but also sort of kind of lost." Lifework aims to promote life coaching as a viable alternative to therapy and support clients through 1:1 coaching and monthly challenges. We partnered with Lifework to create a brand identity that truly captures the essence of Fab as a coach and Lifwork as a business. This collaboration allowed Lifework to naturally connect with clients who are doing well but feel lost, providing them with guidance and accountability to navigate their challenges.

Skovsona, a Canadian woman-owned brand, brings a clean and grounded approach to self-care while incorporating luxurious ingredients. With a focus on the finer details, Skovsona aims to elevate the self-care and beauty experience. They partnered with Mutual Friends to help convey their story visually through a captivating brand strategy, brand identity, and standout packaging design. We paid close attention to the details, from the patterns to the light and elegant custom typography, creating a cohesive and appealing brand that truly stands out in a saturated market. Our collaboration with Skovsona resulted in a striking brand presence that not only catches the eye on store shelves but also effectively communicates the brand's commitment to quality and luxury in the self-care space.

For FlyTCI, we became the digital co-pilots, navigating the intricacies of creating an effective online presence. Our engagement encompassed a comprehensive digital strategy, starting with designing and developing a new WordPress website, seamlessly integrated with their business model. Coupled with strategic paid social media campaigns and targeted Google advertising, we managed to significantly boost their visibility, driving both visitors to the site and conversions in terms of eFoil sales and lessons. This case study demonstrates how we effectively married design, development, and digital marketing to support FlyTCI's business objectives.