This campaign connected Yukon’s small and sustainable wild fur industry with an educated and engaged local market

A Shot in the Dark Production

Clients: North Yukon Renewable Resources Council and the Yukon Trappers Association

Designed posters of Unfurled created for Shot in the Dark Productions in 2018

Our seven-month campaign included in 18 educational events attended by more than 1,000 people

Communications strategy document showing an excerpt of Unfurled created for Shot in the Dark Productions in 2018

We earned 23 local media stories by partnering on meaningful events like the Arctic Winter Games

Panorama photograph by Christian Cuntz showing an image of Unfurled event created for Shot in the Dark Productions in 2018

More than 1,500 people attended unFURled and direct sales to local trappers and artisans exceeded $60,000 in one day

The ATM at the Kwanlin Dün Cultural Centre ran out of cash

Visual Identity photograph by Christian Cuntz showing an image of Unfurled interpretive panel created for Shot in the Dark Productions in 2018
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 11 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 10 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 9 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 8 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 7 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 6 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 5 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 4 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 3 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 2 of 11.
Designed interpretive panel of Yukon's fur industry timeline created for Shot in the Dark Productions in 2018. Image 1 of 11.

I developed interactive educational displays and did the event layout, fabrication and installation

Those birch trees are actually sonotubes donated by Kilrich Industries Ltd

Event photograph by Christian Cuntz showing an image of Unfurled interpretive panel created for Shot in the Dark Productions in 2018
Designed interactive education panel of Unfurled beaver pelt created for Shot in the Dark Productions in 2018

The website included events, workshops and an online marketplace with contact details for local suppliers

Website graphic design of Unfurled home created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled about us created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled events created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Fur Ball event created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled beaver plucking workshop created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled hoppy hour event created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Angry Inuk film screening event created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Make it Wild event created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Foxy PomPom event created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Yukon in Fur exhibition created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Fur Boutique sneak peek created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Arctic Winter Games PomPom Unveiling created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Wild Lives exhibition created for Shot in the Dark Productions in 2018
Website graphic design of Unfurled Yukon Mittens workshop created for Shot in the Dark Productions in 2018

Every aspect of the campaign was cohesive, with visual elements that brought consumers and trappers together

Designed banner of Unfurled created for Shot in the Dark Productions in 2021
Designed banner of Unfurled fur industry created for Shot in the Dark Productions in 2021
Designed banner of Unfurled trapper stories created for Shot in the Dark Productions in 2021
Designed banner of Unfurled fur boutique created for Shot in the Dark Productions in 2021
Designed banner of Unfurled funders and supporters created for Shot in the Dark Productions in 2021
Designed banner of Unfurled fur stories created for Shot in the Dark Productions in 2021
Designed banner of Unfurled fur marketplace created for Shot in the Dark Productions in 2021
Designed banner of Unfurled sewing workshop created for Shot in the Dark Productions in 2021
Designed banner of Unfurled fur ball created for Shot in the Dark Productions in 2021
Designed banner of Unfurled partner logos created for Shot in the Dark Productions in 2021

Attendees said “this was most Yukon event I’ve ever attended” and the inaugural Fur Ball later that evening was completely sold out

Event photograph by Christian Cuntz showing an image of two women crafting with fur created for Unfurled in 2018
Event photograph by Christian Cuntz showing an image of Gertie Tom created for Unfurled in 2018
Event photograph by Cathie Archbould showing an image of a Fur 101 workshop with staff from Environment Yukon created for Unfurled in 2018
Event photograph by Cathie Archbould showing an image of jiggers at the inaugural Fur Ball created for Unfurled in 2018
Event photograph by Cathie Archbould showing an image of Old Crow jiggers and Pauline Frost at the inaugural Fur Ball created for Unfurled in 2018
Event photograph by Cathie Archbould showing an image of a fur mitt crafting workshop created for Unfurled in 2018
Event photograph by Cathie Archbould showing an image of the Fur Boutique created for Unfurled in 2018
Event photograph by Christian Cuntz showing an image of two fur artisans created for Unfurled in 2018
Event photograph by Cathie Archbould showing an image of Environment Yukon's educational display created for Unfurled in 2018
Event photograph by Christian Cuntz showing an image of a fur crafting workshop created for Unfurled in 2018

Following the success of unFURled, we compiled our research and developed a fur industry action plan with input from stakeholders

Designed strategy document showing an excerpt of Yukon's Fur Industry Action Plan created for Shot in the Dark Productions in 2018

How it came to life

Different hats

Creative direction

Communications strategy

Dynamic visual identity

Rock-solid approval process

Design and branding

Experiential learning

Event installation

Management and production of web + print assets

Approach

For this project, I developed an evidence-based, dynamic visual identity that:

  • appealed to local consumers;

  • attracted strong partnerships; and

  • enticed trappers and artisans to get involved.

I provided creative direction for the campaign and worked closely with funders and partners to leverage and co-brand events, signage, advertising and the website.

Great people

Special thanks to my awesome team at Shot in the Dark: Kelly Milner, Kelly Proudfoot, Lisa Preto, Cathie Archbould, Leighann Chalykoff and Christine Prescott.

Thanks also to Stan Njootli, Ryan Sealy, Mark Callan and the countless supporters who poured their hearts into this project.

What happened next

Following the enormous success of unFURled, we developed a fur industry action plan.

Three months later, our team won the 2018 Yukon Innovation Prize.

Drawing on the findings of our action plan, we went on to create Fur School, which provides training and equipment to our amazing local artisans and crafters.

 
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Fur School visual identity