landing

landing

about crystal globe

Crystal Globe is a boutique design, branding, and digital strategy company based in Toronto, Canada, and founded by David McFarlane in 2011. Crystalglobe.ca exemplifies both current work and is a portfolio of highlights of David’s past work.

Social

linkedin   facebook   twitter  

What clients are saying ...

"I was introduced to David in the winter of 2013 through a mutual friend who knew I was looking for someone to help me create and launch my website. I was nervous about starting the process, and really didn't know where to start. Those feelings quickly subsided when I sat down to chat with David at our first meeting. His industry experience and expertise were evident as he explained the process and what he needed from me in order to get the site up and running. I trusted him to guide me in the right direction from that meeting onward. The result is a beautifully designed, professional, functional and easy to use website that I am extremely proud of. David was a pleasure to work with and I would not hesitate to recommend him!!" - Elaine Raino, Principal, Elaine Raino Interiors

"It was great working with David on the relaunch of the Breakglass website. He walked us through every step of the process, from conception to delivery, and had creative ways to accomplish all of our objectives. Of course the website speaks for itself, it's both sleek and functional, and we're particularly happy with the interactive floor plan, and the Live From Breakglass sections of the site" -- James Benjamin, Partner, Breakglass Studios

About David

About David

Throughout his career as a creative director in the marketing communications industry, David has separated himself from the pack. The title “creative director” hardly fits, because Dave is more about guiding the creative journey than directing it. He is of the firm belief that the team around him (partners and clients) are equally vital to reaching the creative apex. Creative sherpa might better define how Dave performs: expert, reliable, innovative, strategic, team oriented, passionate, results driven.

A fine arts background combined with his natural gifts of communicating and strategic thinking afford David the unique position of being able to effectively manage dual roles of creative and account service. David’s approach to all creative challenges is to put himself squarely in the shoes of the end user, ultimately arriving at the sweet spot where business goals and user needs meet.

Over the past 20 years David has worked across many industries, for clients such as Bank of Nova Scotia, Russel Athletic, Mazda, Sony, Royal LePage and Daimler Chrysler. David is steadfast in recommending the channel that best serves the need of the user, whether traditional or digital.

Social

linkedin   facebook   twitter  

More ...

In addition to his creative marketing prowess, David is an accomplished visual artist, musician, performer and recording artist, and released a full length CD of original material in 2010. He is a natural storyteller, entrepreneur, humourist, and above all else a loving father, husband and family guy.

What is a Crystal Globe?

a brief history ...

Crystal Globe was the product name of a line of washboards produced by The McFarlane Manufacturing Company from the early 1900s-1960s. These washboards are ubiquitous on Kijiji, eBay, antique shops around Ontario, and some have made their way into museums.

Washboards were just a portion of The McFarlane Manufacturing Company's output, which merged with the Gendron Company in the mid 1900s, and became very well known for the manufacture of baby carriages, ladders, and pool tables, among other things.

"I remember talking with my Grandfather about a Crystal Globe I purchased in a shop and he recalled selling them in London for a nickel each during the second world war.", says David McFarlane, "I love brand stories and when it came to branding myself it dawned on me that I had one of my own. Growing up, I was surrounded by these products that had my name on them and heard many stories about the company's history - my family history. I took on the Crystal Globe name as a nod to over 100 years of making high quality and high utility things."

Social

linkedin   facebook   twitter  

More ...

1943 AD Here's a look back to an ad from October, 1943 advertising a Crystal Globe in Maclean's "Hardware and Metal Magazine"

landing

landing

Breakglass Studios

live site: www.breakglass.ca

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Brand Development
  • Digital Design

About the Work

Breakglass Studios is a seminal “indie” music studio located in the uber-hip Little Italy area just north of Montreal’s Plateau. The studio has evolved with the rise of the Montreal independent music scene and has been the setting for a myriad of landmark recordings. To continue to evolve, the studio needed a site that offered a more comprehensive virtual experience, one that would offer potential clientele a better window into what working there would be like. To continue it’s role as a “hub” of independent music creation, the studio also needed to strategically extend its presence into social media.

Elaine Raino Interiors

live site: www.elainerainointeriors.com

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Brand Development
  • Digital Design

About the Work

Elaine Raino Interiors was a start-up that needed a highly visual website that focused almost entirely on the portfolio. Our motto became: “Let the work speak for itself”. We also bolstered Elaine’s amazing work through a careful curation of stock photography that revealed as much about the “Elaine Raino Experience” as any description could do.

Royal LePage

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Brand Development
  • Digital Design
  • Print
  • Video
  • Social Media

About the Work

For almost 10 years Crystal Globe’s Principal, David McFarlane, operated as Royal LePage Canada’s Creative Director. During that tenure he oversaw a myriad of branding, web, mobile, print, video, social, strategy projects, and campaigns. This section touches on some of the highlights of that activity, Including 2 full iterations of their flagship marketing platform, www.royallepage.ca.

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Digital Design
  • Print
  • Video
  • Social Media

RLP.ca 2004

For almost 10 years Crystal Globe’s Principal, David McFarlane, operated as Royal LePage Canada’s Creative Director. During that tenure he oversaw a myriad of branding, web, mobile, print, video, social, strategy projects, and campaigns. This section touches on some of the highlights of that activity, Including 2 full iterations of their flagship marketing platform, www.royallepage.ca.

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Digital Design
  • Print
  • Video
  • Social Media

RLP Mobile

McFarlane led the strategy, design, development, and rollout of Royal LePage’s first forays into the mobile web. Two projects, one native app and one mobile web, were created to facilitate exchange and referrals among the RLP large national network, before, during and after 2 of Royal LePage’s largest networking events. A particularly high standard of usability and utility was maintained such that the relatively "tech-naive" user-base adopted and recognized value in the initiatives. Features such as v-cards, interactive maps of event locations, speaker bios, and a QR code game were included.

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Digital Design
  • Mobile
  • Video
  • Social Media

My Great Neighbourhood

David was instrumental in kick-starting Royal LePage’s Social Media strategy, in the very early days of social, and spearheaded a campaign called the "My Great Neighbourhood" contest. The contest solicited UGC in the form of video, pictures and stories. Entrants were invited to describe what was great about their neighbourhoods and given social widgets to promote their entries to the public and garner votes. All entrants, voters and viewers of the content were gated via Facebook Connect. The content was ultimately overlayed onto Royal LePage’s map-based listing search experience, so when searching for a property, consumers would see neighbourhood content authored by a real resident - an authentic peer-to-peer enhancement around Royal LePage’s listings.

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Digital Design
  • Video
  • Social Media

RLP TV

In 2009, RLP had an ad-hoc and somewhat unfocused collection of video content. They knew video was becoming an important facet of their online marketing and a significant factor in search but lacked clear vision for how to evolve. McFarlane oversaw the strategy, design, consolidation, content development, and social media marketing of RLP’s video portal – RLP TV.

watch the video

RLPGTA.ca

live site: www.rlpgta.ca live site: www.rlpbayview.com live site: www.centraltoronto.net live site: www.royallepagemississauga.ca live site: www.rlponyonge.com

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Brand Development
  • Digital Design

About the Work

Royal LePage Real Estate Services Ltd. Is the largest residential real estate brokerage, (based on sales volume), in the Greater Toronto Area. They have 16 offices that service Toronto, Mississauga and Oakville. Over the past 2 years, Crystal Globe has been helping them “crystallize” and align their brand assets into a coherent experience. We recently designed and developed their corporate website, which leverages a rigid CMS / backend. A significant part of the challenge with this initiative was achieving a user experience that didn’t feel like it was compromised by the CMS.

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Brand Development
  • Digital Design

About the Work

Another web initiative Crystal Globe took on was the design of a template based solution for all of the 16 branches. The goal was to offer enough customization, such that each office could differentiate themselves and address their respective markets, while at the same time, maintaining an over-arching brand character. The slides above demonstrate some examples.

Social Agent Pro

live site: www.socialagentpro.com

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Brand Development
  • Digital Design
  • Video
  • Social Medial

About the Work

Social Agent Pro is comprehensive social media marketing app/resource for Real Estate Sales Associates (watch the video!). The company was co-founded by David McFarlane, Rebecca Mountain and Ian Shaw in 2012. McFarlane oversaw all creative, sales, marketing and product development efforts.

McFarlane Music

live site: www.mcfarlanemusic.com

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Brand Development
  • Digital Design
  • Social Media

About the Work

As a "pet project" Crystal Globe took on the branding, web design, eComm, and package design. Key goals were to create an easily maintained website that leveraged as much "off the shelf" technology as possible, while extending the content into key social networks.

Brookfield

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Digital Design

About the Work

Brookfield needed a cost effective solution to manage content and maintain brand integrity across many of its web assets. They had a relatively simple CMS already in place and needed help developing a strategy and resulting design and brand elements to ensure easily managed coherence across their sites.

Real Living

live site: www.realliving.com

Ingredients

  • Creative Direction
  • Ideation
  • Strategy
  • Brand Development
  • Digital Design

About the Work

In 2008/9 Brookfield Residential Property Services, the parent company of Royal LePage, purchased Real Living Real Estate and GMAC Real Estate. Together, these two companies comprised network of over 55,000 real estate professionals spanning 1,800 locations across the United States. The decision was made to retain the Real Living name and a formidable challenge ensued: build a new national brand, brand architecture, national web solution and marketing materials that could serve a diverse new mix of franchises, in widely different markets across 47 states, while retaining some essence of the former Real Living brand.

landing

Contact Us

Social

linkedin   facebook   twitter  

Privacy

Your information is valuable to us.

We respect your privacy and we will not share your information with any third party without your consent.