Freehold Royalties

Coordinated Brand Strategy, Print Media & Web Design
We provided and executed a plan for consistent brand delivery through redesigned collateral, promotions and a modern digital presence.

Based in Calgary, Alberta, Freehold Royalties specializes in the acquisition and management of properties, and the collection of resource royalties associated with those lands. With over 6 million gross acres of land holdings, it is responsible for one of Canada's largest independently-owned royalty lands portfolios. Upanup has developed digital and printed collateral and branding for Freehold, creating consistent visual messaging and a defined corporate image.

Freehold is publicly traded with a market capitalization of more than $1 billion and is included in the S&P/TSX Composite Index.


The Challenge

Freehold required a strategy for presenting complex information to industry partners, investors and stakeholders in a way that was meaningful and understandable, spanning a variety of channels and media. Over our years working with Freehold, Upanup has been challenged with developing a host of campaigns and materials designed to reinforce the company's brand and deliver targeted messages to its audiences.

Freehold asset book
How We Helped

Understanding that Freehold's audiences are often on-the-go, we approached the redesign of their website with a focus on improving ease-of-use through a modern design, optimized for mobile devices. Our process also included a review of their content and the development of a streamlined information architecture that improves access to priority pages.

Our design and strategy teams also create branded collateral and communications for events and promotions on an ongoing basis, including presentation templates and graphics, microsites, booklets and other corporate publications.

Project Features
Graphic Design Services
Telling stories and building identity through eye-catching, evocative designs.
Brand Strategy & Implementation
Enhancing the brand and implementing cohesive messaging and collateral.
Social Media Integration
Strategically integrating daily social interaction with multiple digital marketing platforms.
Custom Solutions
Responding to unique challenges and turning those into opportunities for our clients.
Content Strategy
Content strategies tailored to marketing and communications goals, and built for growth.
Dynamic Communications
Leveraging various digital touch points for a cohesive message and experience.
The Result

Freehold's redesigned website enourages investor engagement, making important data easily accessible and incorporating value-added features such as a subscription option for news, integrated through Nasdaq, an interactive leasing opportunities map, and the ability for users to easily share news releases via social media.

We also provided the layout and design for Freehold's comprehensive Asset Booklet, including detailed listings and associated graphics for each of the company's properties, which has become an essential tool for both internal staff and analysts. The asset book is available in hard copy to investors and partners, and is also presented as an interactive flipbook on the Freehold website.

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