Step 1

Be a Great Partner & Share Your Work

Often, doing a good job opens the door to new opportunities. So it was here.

A satisfied client referred Sirivik Food Centre to Brittany Manley, account manager at Top 40 distributor Genumark (asi/204588). The nonprofit, which has delivered more than 8,000 meals and 3,300 food boxes to the Inukjuammiut community in Quebec’s far north (Nord-du-Québec), also was impressed after reading an online case study the distributorship had shared about the apparel Genumark created for a therapeutic school for struggling teens.

“They were inspired by the T-shirts we made for the school that featured a map of the beautiful region where the school is located,” Manley explains. “Sirivik was keen to have a similar look and feel for their project.”

Among other items, Genumark provided Sirivik Food Centre with Just Like Hero hoodies and custom toques.

Step 2

Understand the Client’s Objectives

Speaking of client needs and goals: That’s just what Manley and the Genumark team got to know before beginning work on the project. The baseline objective was to have a variety of quality branded products that the nonprofit could gift in gratitude to volunteers, employees and board members, as well as give out to people in Inukjuammiut community, especially those in need.

Getting the design elements right was pivotal. Sirivik aimed to highlight the northern aspect of the Inukjuak region using images associated with the tundra. “The idea was for us to craft a collection of durable products to wear and use in the northern outdoors and for those items to reflect the northern landscape accurately,” says Manley.

Thoughtful, responsible sourcing was also of paramount importance. “It was essential to Sirivik and to us to work with Canadian vendors on this project as much as possible,” Manley shares. “Our goal was to support Canadian vendors and supply a collection of durable and cozy goods.”

Step 3

Meet the Need

The Canada-based sourcing for T-shirts was accomplished, in part, by partnering with Redwood Classics Apparel (asi/81627), a minority/woman-owned supplier based in Scarborough, ON.

To get the graphics spot on, Genumark graphic designer Keith McLeod turned in a top-notch performance, creating beautiful on-theme designs to decorate the products.

The buffs Genumark provided feature a northern lights-inspired look.

“With the hooded sweatshirts, Keith thought about the lands and animals of the north and how they create a unique skyline,” explains Genumark Creative Director Marc Newberry. “He hit on the idea of two different perspectives of a map – one from above and one from the horizon. He incorporated that magical, icy, crystalline feeling of the northern lights into the designs, which then suggested the shape of a polar bear.”

For the buffs – or neck gaiters/bandannas – a northern lights-inspired look came to life through dye-sublimation printing. “On the T-shirts, we designed a map of the north as the focal point, with the exact GPS location printed on the arm,” Newberry shares.

Genumark sourced the shirts from Ontario-based Redwood Classics Apparel.

Step 4

Overcome Sourcing Hurdles

Ultimately, Genumark provided Redwood tees, Just Like Hero hoodies with four color schemes, buffs, custom toques with eight color schemes, and mugs. Given the industry-wide inventory and supply chain challenges of recent years, doing so wasn’t without its complications.

“The mugs we originally ordered were out of stock,” Manley says. “We presented an alternative, but the imprint area needed to be bigger. We had to look at other preferred vendors to find one who could print the logo at the size we wanted.”

Genumark also encountered stock issues with some of the hoodies and T-shirts. “We overcame this by adjusting our quantities per color,” Newberry details.

Shipping was hardly a cinch either. Sirivik is in a fly-in community, so transit was much longer than usual. “We were in touch with our UPS rep frequently to monitor the shipment,” Manley says. “In the end, everything arrived safely, and the client was very patient and understanding about the delivery process.”

Recipients loved the hoodies and other products.

Step 5

Enjoy the Positive Impact of the Campaign

The merch was a massive hit with recipients. “It’s being worn with pride,” Manley says. “Employees even want some for their friends and family – so much so that people have asked to buy the goods.”