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Applied brand standards to a new responsive website for the organization. Project included migrating existing content; setting up a news section (blog); detailed application forms which are encrypted on the server; and printer-friendly considerations.
OUR TRIBE IS READY TO BRING YOU RESULTS
After a corporate renaming a new logo was needed for our client. Rather than a completely new concept a brand transition re-envisioning a clean modern approach to the mark was the solution. Brand colours were freshened up and a more professional font chosen to represent the renaming. We also redesigned their website with the new look, providing a cleaner, easier to read layout for Milestone Real Estate Lawyers.
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We used custom illustrations add to the visual texture to the web site. The illustrations include the resort itself, wildlife that can be seen in the area and even the famous Amphritite Lighthouse which can be visited on a short 2.6km loop hike around the Wild Pacific Trails Lighthouse Loop section (a must do when visiting Ucluelet).
Even with less overall traffic, the site outperformed on booking conversions with a significant decrease in bounce rate and increased average time on site, all leading to increased bookings for Black Rock Resort.
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“Primal has been a valuable partner in creating new branding and a full service website for our company. Their work is exemplary! The Primal team is a pleasure to work with and their ongoing support is greatly appreciated.”
~ Kathleen Darby
OUR TRIBE IS READY TO BRING YOU RESULTS
OUR TRIBE IS READY TO BRING YOU RESULTS
OUR TRIBE IS READY TO BRING YOU RESULTS
OUR TRIBE IS READY TO BRING YOU RESULTS
“We have been extremely pleased with Primal. Not only has our business sky-rocketed over the past 3 years, but we recently won an international packaging design award! Rob and the Primal team have always made their deadlines and our budget requirements. The Primal group is great to work with – responsive and co-operative. I would highly recommend Primal to design packaging and advertising that will get your sales jumping.”
~ Barbara Gaetz, Enchanted Meadow Products Inc.
OUR TRIBE IS READY TO BRING YOU RESULTS
OUR TRIBE IS READY TO BRING YOU RESULTS
OUR TRIBE IS READY TO BRING YOU RESULTS
OUR TRIBE IS READY TO BRING YOU RESULTS
After rebranding this historic property in beautiful downtown Victoria, we directed photo shoots, wrote copy, designed racking brochures, stationery, menu templates, bookmarks, postcards, web site, on-line and print ads. Primal also resized, re-wrote and updated ads, then trafficked them to various media and visitor guides on an as-needed basis throughout the year.
We selected Primal Communications for the rebranding of Abigail’s Hotel as a result of their extensive and relevant experience. Primal did a fantastic job of anticipating our needs; making excellent suggestions throughout the creative process that were well aligned with the goals we wanted to achieve. Primal took complete ownership of the project, they were responsive, thorough and professional and we are extremely happy with the end result.
~ Nick Saklas, CA, General Manager
As part of the re-branding process, Primal recommended that all new photography be done with a wish list for some specific shots to be used for advertising and marketing purposes. Photo Credit – Alec Watson, www.alecwatson.com
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The residents of Arbutus Ridge love where they live and they aren’t trying to keep their slice of paradise a secret. They came to us with an active Facebook page that served as a portal for residents and a source of information for potential home buyers.
Primal worked with their team of volunteers to develop a digital marketing strategy around their existing online community. We cultivated the right marketing materials (copy, photos, video) and boosted Facebook ads to potential buyers throughout select cities in British Columbia & Alberta. By streamlining online efforts we were able to drive more qualified leads to both the Facebook page and the website.
Our previous website had a poor editor with very limited capabilities and was quite frustrating to use. For a non web-technical person the content management system on our new site has been a pleasure. We have control over our website that we couldn’t dream of — from editing text, adding photos, video, and especially new pages, everything! We’re receiving excellent comments from visitors to our site. We’re told it shows our beautiful community well, is easy to navigate and contains very helpful information.
~ Cam Magnan, Arbutus Ridge
The residents of Arbutus Ridge love where they live and they aren’t trying to keep their slice of paradise a secret. They came to us with an active Facebook page that served as a portal for residents and a source of information for potential home buyers.
Primal worked with their team of volunteers to develop a digital marketing strategy around their existing online community. We cultivated the right marketing materials (copy, photos, video) and boosted Facebook ads to potential buyers throughout select cities in British Columbia & Alberta. By streamlining online efforts we were able to drive more qualified leads to both the Facebook page and the website.
The Results:
• Increased overall activity on the Facebook page. We could see potential buyers asking questions and tagging friends in real time.
Traffic analysis indicated most visits were organic and some SEO could help improve the organic search numbers. Arbutus wanted Primal to SEO some key pages and provide detailed notes so their team could follow our practices on future pages. Primal performed an SEO audit and provided a report for the client. After consulting with the Arbutus team we studied the competition, performed keyword research, checked for SEO penalties, optimized loading times and more!
OUR TRIBE IS READY TO BRING YOU RESULTS
Shawna Broekhuizen,
Former General Manager,
Beach Club Resort
“Primal Communications did an incredible job designing our logo, business cards, brochures and sales kits. Primal Communications covered our primary goal of developing a professional product, something The Beach Club Resort can be proud of. The Beach Club Resort receives regular compliments on the creative work Primal Communications completed for our printed materials. We will continue to recommend Primal Communications to our clients. They were diligent in getting to know our company and in gaining a clear understanding of our company needs. They then applied their creative magic, limitless energy and professional work ethic to help us achieve our branding goals.”
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Tofino is one of those magical places that is already a world class destination! The marketing is made a little easier as we had so many high quality photos to work with and an amazing marketing team at Tourism Tofino to steward us forward.
Drawing on our expensive experience in designing visitor guides, Tourism Tofino approached Primal to discuss the best approach to a visitor guide to be utilized as a lure piece at key consumer shows and to be sent out upon request. Our solution, based on a quick turn around time and access to funding from Parks Canada was to develop a piece that was not reliant upon advertising revenue to support the design and production. We were also able to produce 2 versions, one in English and a second in French. Large page dominant imagery with fascinating writing painted a beautiful story of what could be on your next vacation in Tofino. Tourism Tofino also received additional funding from the Clayoquot Unesco Biosphere fund to help produce enough of these high quality guides to last for 2-3 years.
Thousands of guides are mailed out each year to visitors from around the world. We had designed full colour envelopes for Tourism Vancouver Island and when staff at Tourism Tofino saw them they wanted their own! Now when visitors receive their guides in the mail they can get excited about their next trip to Tofino right away!
Tourism Tofino had an opportunity to have a display located inside the Alberni Valley Visitor Centre. All visitors driving to Tofino pass by the visitor centre and many stop in to see what there is to do in the area. Our concept sketches incorporated a TV that could have photos, video and or advertising featuring area stakeholders. We also had space for brochure racking of stakeholder rack cards and brochures as well as space for the lure guides. The concept approved we now needed to create the blueprints for building the booth and design the graphic wraps to be apply to the kiosk. A custom surfboard with 3/4” plywood glassed in to help support the TV monitor mount to be bolted on included hidden cable guides on the back for a clean look.
We worked with Tourism Tofino staff and stakeholders in refining and establishing brand standards that were used on all visual marketing applications. By standardizing the colours, fonts and photo treatment,s all graphic suppliers were able to produce the projects faster and on-brand. Photo guidelines were also established to showcase the extreme natural beauty of Tofino and Pacific Rim National Park as well as showcase people engaging with the outdoors in a more natural way. The insight for photo style and selection was influenced by the Destination Canada’s EQ(TM) (Explorer Quotient) research to match Tofino’s target visitor type.
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Primal worked closely with Tourism Campbell River & Rivercorp staff in designing and developing a new web site for Campbell River & Region stakeholders and visitors. The Wordpress site features custom GUI (Graphical User Interface aka what it looks like) with a full CMS (Content Management System) that allows Tourism Campbell River staff and authorized users that ability to manage content on the site. They have the ability to add, edit or delete text and add or delete photos through out the site.
For many years Primal has designed and published the Discovery Guide for Tourism Campbell River & Region. Primal presents the business case to the client with recommended ad rates and opportunities throughout the guide as well as project costs for writing, photos, printing and distribution. The guide works as a lure piece and preliminary planning tool which then drives readers to the web site or social media channels for enhanced engagement with visitors.
One of the challenges for the region was access to photography for use in the guide, web site and online. We proposed a photo contest to build a catalogue of images derived from actual visitors. The results were amazing as literally hundreds of photos were submitted. Some were absolutely amazing. As the contest was only advertised in the Discovery Guide we knew people were reading it and the engagement was fantastic! The winning photo was featured on the cover of the Discovery Guide the following year.
Here are a few of the photos submitted.
Primal has designed dozens of booths, banners and display systems. Tourism Campbell River needed a flexible booth setup that could be larger or smaller based on the venue space booked.
Part of the challenge of working with large graphic applications is finding images that are high enough resolution to reproduce at the quality required.
For reference images need to be 100DP(Dots Per Inch) at actual size.
OUR TRIBE IS READY TO BRING YOU RESULTS
There is something special about sea kayaking! When we were approached by Paddle West kayaking they didn’t know that we had extensive experience working for kayak manufacturers and operators already. Or that we had experience paddling or owned kayaks. That was a bonus, but brought a fantastic insight to helping rebrand this amazing company. Inspired by the bright colours of the kayaks themselves the logo and brand system echoed the intensely vibrant gel coatings of the fibreglass sea kayaks used for day tours or multi-day tours.
The brochure and business cards also employed the rich primary colours as well as beautiful scenic shots of paddlers enjoying the west coast. Highlighting the multi-day tours was one of the goals of marketing the business as it was a fairly new service for the business, but had the potential of huge growth as experiential travellers wanted to immerse themselves in the west coast and truly experience a bucket list trip of a lifetime!
To help showcase the experience we designed and developed a site that featured a snippet of a video on the home page that the company had done recently. A clean layout with supporting images and copy help potential paddlers envision what they might experience while exploring the Ucluelet or Tofino harbours during their tours.
OUR TRIBE IS READY TO BRING YOU RESULTS
photo: 80 million year old Elasmosaur fossil
“We looked for a long time to find a communications company that would have the design expertise to convey our unique message… The Primal team listened to our vision for communicating with national and international visitors and provided outstanding designs for web, signage and exhibition story lines. Primal helped us convey to funders and the public that the museum is a “must see” British Columbia destination…”
Deborah Griffith, Executive Director, Courtenay and District Museum & Palaeontology Centre
Building Banners
OUR TRIBE IS READY TO BRING YOU RESULTS
Challenge: Primal was approached by community leaders in the world renowned village of Chemainus. Known for their amazing murals, the group wanted to upgrade the brand and marketing for their seaside town. After an extensive research and consultation process, Primal designed a logo and brand standards that matched the artisan community. All new on location photography was included which brought a new life to the marketing materials we designed. Everything from banners and brochures to stationery and a completely refreshed and responsive web site was updated to reflect the new brand.
Result: A spike in visitation to the region in both day trips and overnight stays.
OUR TRIBE IS READY TO BRING YOU RESULTS
Project marketing for this stunning development on Vancouver Island included project naming, logo, marketing plan and research, business cards and stationery, location photography, copy writing, ad design, direct mail design, qualified buyers lifestyle brochure, custom watercolour site map & home illustrations, interactive web site with lead generation data capture, site signage, and email marketing design.
OUR TRIBE IS READY TO BRING YOU RESULTS
Working closely with the Developer and Realtor team, we designed the logo, tag line, brand elements, copy writing, advertising, signage, racking brochure, qualified buyers brochure/folder, bus bench advertising near the community, lot identification signage, wayfinding signage on site and consulted with the staging team on Vancouver Island lifestyle activities to target empty nesters to this forested community.
Primal was awarded two international awards for the qualified buyers brochure that they designed!
The web site included a custom watercolour site plan map with lot identification roll-overs to see information about lot size and info for the second phase of this master planned community. The site also featured lead generation data capture forms for interested buyers. The site was designed to be search friendly and representative of target market buyers through the use of beautiful stock photography.
OUR TRIBE IS READY TO BRING YOU RESULTS
Project marketing for this boutique development in Burnaby included naming, logo, tag line, brand colours, business cards and stationery, location photography, copy writing, ad design, direct mail design, qualified buyers kit, printing, custom map illustration, interactive web site with lead generation data capture, site signage, A-boards and show suite design. This project targeted young and new home buyers and sold out very quickly.
OUR TRIBE IS READY TO BRING YOU RESULTS
Tate Downtown is a stunning real estate development in downtown Vancouver.
We designed this high quality piece to be handed out at the official ground breaking. Working with an existing logo and brand look we designed an oversize 8 panel accordion fold brochure adding a special Red and Metallic Gold as well as Spot UV Varnish effects all printed on a heavy cover stock.
OUR TRIBE IS READY TO BRING YOU RESULTS
Steps away from the thriving Metropolis at Metrotown community, this development required a bold approach to get noticed. Primal developed the naming using our proprietary nameSTORMING(TM) process, designed the logo, tag line, brand colours, business cards and stationery, location photography, copy writing, ad design, direct mail design, qualified buyers kit, suppled the printing of all collateral, custom map illustration, interactive web site with lead generation data capture, site signage, A-boards and full custom show suite design.
“Life at Subora is natural, magnetic, influential, emotional, therapeutic and joyful. The emotions it stirs will become a vital part of your everyday living. Be one of the few to buy a new home in our new vibrant community. You’ll love the results.”
With a show suite just a couple blocks away and right beside a busy Skytrain terminal, we took advantage of the visibility with a graphic awning facing the terminal. The interior graphic panels were designed to showcase the units, floorplates and floorplans as well as a full display suite with actual finishings offered.
OUR TRIBE IS READY TO BRING YOU RESULTS
Primal provided the project marketing for this development in Burnaby included logo, tag line, brand colours, copy writing, business cards and stationery, location photography, ad design, direct mail design, qualified buyers kit, printing, custom map illustration, interactive web site with lead generation data capture, site signage, directional A-boards and show suite graphics. Located at the end of a cul-de-sac near BCIT and beside protected parklands, this project was quick to sell!
Primal also won an international award for the marketing material they created.
OUR TRIBE IS READY TO BRING YOU RESULTS
We worked with Westmark Construction in developing the initial logo and branding colours for Pacific Station, a unique mix of strata commercial and residential units. Cutting edge West Coast Design influenced our collateral design including; stationery, site signage and hoarding, copy writing, direct mail brochure, qualified buyers brochure/folder with custom insert set. We also liaised with the City on an application for variance in sign sizes on behalf of our client.
Primal designed the Pacific Station web site to promote and provide information on the first phase of the development which targeted business owners as an investment in these spectacular strata units.
OUR TRIBE IS READY TO BRING YOU RESULTS
“This is the best resort that I’ve been to in the last 20 years”
~ Mark Pendlington, Pro Fisherman
OUR TRIBE IS READY TO BRING YOU RESULTS
OUR TRIBE IS READY TO BRING YOU RESULTS
An all organic hand made line of horse treats needed packaging designed that was environmentally responsible and would have MASSIVE shelf appeal. Rather than package the treats like their competitors (in plastics tubs), we opted for paper packaging with a thin plastic bag insert to keep the product fresh while the majority of the packaging was completely compostable and biodegradable. Vegetable based inks were used in printing. Designed in 2 sizes, 2lb and 4 lb boxes and in 4 flavours each, these boxes also fit together well for shipping on pallets as 2 – 2lb fit on the exact same foot print as the 4 lb boxes.
Hot seller– Gable top boxes with a convenient carry handle made it easy to pick these boxes up in retail locations across Canada. For the 4lb box we printed using a litho-laminate process, taking a thinner printed sheet and laminating it to corrugate giving the 4lb package the structure it needed to hold up to the weight inside. printing with a spot metallic gold ink added a classy touch to the Royal Equine line of products.
OUR TRIBE IS READY TO BRING YOU RESULTS
After going through an extensive naming and design process, these unique labels engage viewers in an unusual optical illusion through the use of a bonded label system. The optical illusion is only visible in full bottles where the colour disappears when the bottle is turned sideways, when viewing straight on the colour is magnified by the curvature of the bottle and the contents inside acting like a magnifying glass. Talk about shelf presence!
Flavourful Sipping Vodka, Including the straight Single Malt Vodka, there are eleven flavours available from Shelter Point Distilleries, each with a unique colour and illustration on the front to identify the flavour inside. Trust me…this is some SERIOUSLY good Vodka! Sip it warm like a good Whisky or chilled like a traditional Vodka – you have to try it if you are a lover of fine spirits!
We also designed a beautiful gift box for the 750ml Vodka and fleet graphics for their delivery trucks, rack cards and more.
OUR TRIBE IS READY TO BRING YOU RESULTS
Product so beautiful and tasty these Artisan Edible spreads and jellies were included in Juno gift bags and given to Juno Award recipients and presenters!
We designed a simple wrap system to showcase the beautiful bottles that are imported from Italy. The belly band wrap has a custom die cut that echoes the shape of the bottle which is then secured with a black elastic bow tie around the neck. This saved the client countless hours over how their packaging was assembled previously and conformed to CFIA standards – no small feat on small packaging! We produced the wraps in several sizes and many tasty flavours!
Dress up everyday eating!.
Easy to assemble sleeves made for quick assembly and a beautiful shelf presence. Champagne Rose Petal Jelly… YUM!
OUR TRIBE IS READY TO BRING YOU RESULTS
For this master planned oceanfront development we worked with the client on naming, logo design, business card and stationery designs, e-newsletter template, website design, ad designs, A-boars, Sign design, display centre graphics and a 5 minute DVD with Library case. The promotional video used B-Roll footage provided by the City and some stock agencies as well as commissioned video to support the script we wrote and developed to help educate and inform prospective buyers and stakeholders about the project.
Primal created the logo and was a part of the naming process and selecting the brand colors. The client approved our logo that symbolizes the ocean and mountains that are unique to Dodd Narrows. All the points of land. Few developments have proximity to the ocean.
OUR TRIBE IS READY TO BRING YOU RESULTS
Primal created the identity, signage, map illustration, a bit of photography and a direct mail campaign.
OUR TRIBE IS READY TO BRING YOU RESULTS
Guerilla marketing at its’ best. We designed these coasters using famous movie quotes and tied in clever copy tying the quotes into Unique Selling Propositions (USPs) for Victoria on the reverse. Each had a unique URL landing page for tracking interest. These coasters were placed in bars, restaurants and nightclubs in and around the SxSW conference in Austin Texas. Part of a larger campaign for the Greater Victoria Development Agency (GVDA) at SxSW in Austin Texas.
We designed these custom earbud bags as a unique invitation for a VIP music event in Austin Texas at the SxSW conference. VIPs then had a pair of earbuds to remember Victoria and their music experience after attending the event.
“I had the pleasure of working with Rob & the Primal ‘Tribe’ on a collaborative marketing effort for the GVDA (Greater Victoria Development Agency) to build awareness and promote Victoria at the recent SxSW conference in Austin Texas. Their only limitation was time and our budget – which they made the most of!
The energy and creativity and options seemed endless. With a ridiculously tight timeline Primal delivered multiple tactical marketing tools including custom event invitations, Guerilla Marketing drops & installations, and wearables.
The common question in Austin that weekend – “Who are you guys?” We got NOTICED!
Primal took a nugget of an idea and came up with a strategy to use famous movie lines and tie in copy promoting Victoria’s USPs. Fun, creative and a little riské!
That strategy made sure people kept the coasters, took selfie’s with the mirror clings and shared the image and begged for the T-shirts which sported lines from their favourite movies and had many VIPs partying at the GVDA invite only event at Little Mountain Sounds Studio in downtown Austin! People are still talking about it!
We are looking forward to working with Primal again and can’t say enough about the creative energy they bring to the table!”
~ David Sovka, Big Owl at Little Owl Marketing
OUR TRIBE IS READY TO BRING YOU RESULTS
“Rob’s level of creativity is a rare find in the marketing and design community. He’s someone you can deal with on a handshake, and a good guy to have a beer with as well!”
~ James Rowley, Glenmore Custom Print + Packaging
We were approached by Glenmore Custom Print & Packaging to help them promote their new printing press and UV ink capabilities. We noticed that very few printing companies actually produce a newsletter and those that did, were of a smaller format and largely without a vast amount of colour.
Our strategy was to design an oversize 11″ x 17″ page size that opened to 22″ x 17″ for the WOW factor! Rich beautiful colours and imagery echoed their press capabilities and we added a few cool features that showcased Glenmore’s capabilities. The newsletter featured a scented inks article with a removable business card of the recipients account manger that smelled like fresh doughnuts! The corner of the newsletter was also die cut to match the new branding elements and we also designed a custom envelope with a peek-a-boo window allowing the doughnut smell to come out with a teaser message – “What’s that smell?”
We wanted each issue to be a collectible. To have recipients hold onto the newsletter for years as a useful reference tool for designers and end clients alike.
The results, Glenmore has already picked up a ton of new print work because of the newsletter and is already planning its’ next issue with us.
OUR TRIBE IS READY TO BRING YOU RESULTS
2016 hit over 500,000 unique visitors.
Driving more than 175,000 unique visitations directly to stakeholders websites.
Over 40% of traffic to the website is on a tablet or smartphone. We’ve built the website so every page will adjust its layout for the best experience on a visitor’s device.
– from a large desktop monitor down to a small iPhone screen. Mobile devices also have slower connections, so we shrink the pages for mobile devices while retaining all the content. These optimizations improve the experience for visitors, and ensure the website ranks well in search results.
“…Working with Primal Communications has been a very rewarding experience from the standpoint of quality, reliability and on time delivery. Primal has produced some of our most effective marketing collateral including our: Special Places Brochure; Outdoor Guide; Tour Planning Guide and a Postcard Program. We have found Primal easy to communicate with and very creative in developing the quality of products that we demand. We look forward to working with Primal on other future projects.”
~ Dave Petryk, President and CEO – Tourism Vancouver Island
OUR TRIBE IS READY TO BRING YOU RESULTS
Our work on Tourism Victoria’s Great Meetings campaign has been nothing short of a complete success. Working within the budgets and timelines provided, we were able to develop a creative campaign strategy and deliver a massive ROI for Tourism Victoria and it’s stakeholder members.
…this campaign generated over $1.4 million in revenue. For a $75,000 campaign that is a 1,867% rate of return!”
~ Trina Mousseau, Chief Marketing Officer, Tourism Victoria
Victoria is a fantastic place to visit and an even better place to host a conference or event. We know that, but we needed to share that with Meeting Planners from coast to coast, and in the USA. This campaign had numerous tactics and touch points all of which had to communicate Victoria as an amazing destination and that it should be considered for future events and conferences. But how to get noticed?
Direct Mail – We designed an oversized direct mailer with a custom printed envelope rich in colour that couldn’t be missed. The call to action included a $150 Spaway gift card for each qualified RFP that Tourism Victoria received.
Trade shows – Tourism Victoria attended several industry trade shows with a custom trade show booth that included mirror frames hanging with the tag line “Who’s the best meeting planner of them all?” for photo opps. Guerilla marketing at the events included washroom takeovers with mirror clings drawing attention to the TVic booth # with the Message – Mirror Mirror, who is the best Meeting Planner of them all?” Cue the selfies….
Industry magazines – impossible hard to miss belly bands, cover tips and tab inserts graced several key magazines.
The results? An amazing 1,867% return on investment in direct room bookings! Add the average delegate spend per day and the economic impact was closer to $5 million!
Tourism Victoria won a Silver Adrian Award at the HSMAI Hospitality Awards in New York for Primal’s Great Meetings Campaign.
Primal’s work on the Great Meetings campaign and awards submission package also helped Tourism Victoria win the BCAMA Marketer of the Year for 2014, beating out finalists Blue Shore Financial and the Vancouver Whitecaps!
OUR TRIBE IS READY TO BRING YOU RESULTS
Eighteen months in the planning, leading up to the largest mining industry trade show in North America, resulted in this custom booth design. Showcasing RAS Pulleys latest engineering feat – the World’s largest head pulley – generated quite a buzz with prospective customers, and resulted in significant new orders and quote requests from existing and new clients.
3D Renderings of RAS Custom Trade Show
OUR TRIBE IS READY TO BRING YOU RESULTS
Primal was approached to redesign the Identity for the Assembly of BC Arts Councils. The result is an amazingly rich and inclusive mark with flexibility in application elements and an easy to reproduce logo.
“Wicked fantastic… !”
~ Junko Sakamoto, Past Executive Director Assembly of BC Arts Councils
OUR TRIBE IS READY TO BRING YOU RESULTS
