Freehold

Based in Calgary, Alberta, Freehold Royalties specializes in property acquisition and management, 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.

Services Provided

  • Graphic Design Services
  • Brand Strategy & Implementation
  • Social Media Integration
  • Custom Solutions
  • Content Strategy
  • Dynamic Communications

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.

Oil pump with setting sun
Alberta field

The Solution

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.

Freehold website example

The Results

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.

Asset handbook example