Canadian Tire Corporation was at a pivotal crossroads. With history on its side but disruption at its heels, CTC needed to align its people behind a bold, transformational strategy. stimulus partnered with CTC to create True North—a powerful creative platform and message foundation that turned vision into action.

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We developed a distinctive name, visual identity, and narrative that blended CTC’s Canadian heritage with its future-focused ambition. Through strategic storytelling, leadership toolkits, and an energizing launch campaign, we made the future feel tangible—and personal—for thousands of employees.

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The result: an inspired, unified workforce, energized leadership, and a transformation that moved from plan to palpable momentum. As CTC’s Chief Transformation Officer put it: “I want to work here. That just gave me chills.”