In a significant milestone for the Canadian mortgage industry, Pineapple Financial Inc. has made history by becoming the first Canadian mortgage brokerage to launch an Initial Public Offering (IPO) on the prestigious New York Stock Exchange (NYSE American). I was the designer on the project, in charge of creative strategy and branding.
Since Pineapple Financial was the first Canadian mortgage brokerage to list on the NYSE, the largest challenge for me was conducting a competitive analysis. With no existing campaigns to analyze or compare, we had to create the entire campaign from scratch.
My process involved analyzing how tech companies in the United States plan and organize their campaigns when going public. After identifying successful examples, I reflected on Pineapple Financial's core values and target audience to ensure our campaign stood out while still embodying the company's principles and offerings.
