Hudson’s Bay: A Canadian Icon, Reimagined
For over 350 years, Hudson’s Bay was a mainstay in Canadian retail. But in a rapidly changing market, it needed to reintroduce itself, not just as a place to shop, but as a platform for culture, values, and modern style.
New brand photography that leaned warmer and less static. Driven by moments.
Full rebrand guidelines and modular system.
The Opportunity
With over 350 years of heritage, Hudson’s Bay held brand equity, but lacked cultural relevance. It needed a new role in people’s lives. One that reflected modern values and digital-first expectations, without losing sight of its legacy. This was more than a rebrand; it was a full-scale repositioning to connect with a new generation of shoppers.
What we set out to do:
Refresh perception while honoring heritage
Compete in a digital-first, values-driven retail landscape
Connect with younger audiences through sustainability, representation, and community
We moved beyond just the transactional. Introducing Hudson’s Bay Co. – The essential space for Canadian culture, life and style.
Live a colourful life.
The Approach
As DVP Content and Creative, I led the brand transformation, building an in-house studio and steering a cross-functional team through a complete overhaul of identity, storytelling, and campaign thinking.
Built a new brand identity and cohesive visual system
Reframed The Bay as a cultural platform, blending content and commerce
Developed full-funnel campaigns and storytelling across all channels
Forged cultural collaborations, including The Bay x Raptors
Partnered with photographers, directors, artists, musicians, and creators to shape an aesthetic that felt diverse, current, and proudly Canadian
We modernized the brand. And gave it something to say.
The Impact
The transformation didn’t just change the look—it changed the conversation.
Repositioned The Bay as a destination for life, culture, and style
Increased engagement and shopping consideration in key categories
Attracted new vendor and brand partnerships
Reignited cultural relevance with modern audiences
We partnered with top photographers, directors, and creators to shape the creative vision, bringing diverse storytelling perspectives and products to life.
