Midfield Interactive

Midfield is a brand experience agency that combines strategy, design, communications, activation, digital and social work under one roof. Its portfolio spans consumer brands, shopping centres, healthcare, financial services and event properties, with projects built around researched audience insight and a plan for every customer touchpoint.

The agency organises its offer into six areas. Strategy covers brand positioning, integrated campaign and go-to-market planning, workshops and sprints, custom consumer research, online ethnographic studies, journey mapping, social and emotion analytics, and cultural trend work. Design spans identity systems, environments, packaging, websites and apps, interaction design, and product prototyping. Digital work includes websites and apps on various CMS platforms, e-commerce, UX and UI, SEO, martech, analytics, YouTube marketing, and VR, AR and IoT development. Midfield says its digital projects start from strategy before any build begins, and that its activation work follows a 5E experience design framework grounded in research on the emotional responses of the target audience.

• Strategy: brand positioning, consumer research, journey mapping, go-to-market planning
• Design: brand identity and systems, packaging, environments, interface design
• Communications: media planning and production, copywriting, storytelling, influencer strategy
• Activation: events, experiential programs, sponsorship, retail integration, trade shows, sampling, customer experience audits
• Digital: websites, apps, e-commerce, SEO, paid media, VR, AR and IoT
• Social: content strategy, community management, influencer marketing, paid social campaigns

The work page lists 16 projects, among them the Roadtrek 50th Anniversary Event, Monopoly: Toronto Edition, Meridian, Neighbourhood Dominion Lending Centres, Hamilton Beer Festival, Square One, Fisherman's Friend, Element86, Campus Crew, Linen Chest, PrestoVent, HIRO, Halcyon, Express, Talking with Docs and Grand River Nursing. Each is tagged with the disciplines applied, from brand identity and package design to UI/UX, performance marketing, event production and sponsorship management. Its client logo wall also includes ArcelorMittal, CIBC, Carstar, Ivanhoe Cambridge, Oshawa Centre, Outlet Collection at Niagara, Shaw and TE Wealth.

According to its website, the agency has a relationship of more than ten years with Fisherman's Friend, and its footer dates the business back to 1987. Its stated values are being real, being good people, putting experience first and staying uniquely creative.