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Brand Simplii Financial

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About Broken Heart Love Affair

Named Small Agency of the Year, and AdAge Silver Newcomer Agency, Broken Heart Love Affair is a global brand agency based in Toronto and the partnership of industry veterans Jason Chaney, Carlos Moreno, Denise Rossetto, Todd Mackie, and Beverley Hammond. Broken Heart Love Affair is focused on gathering the most decorated talent on a mission to bring back the love for brands, clients, and the creative community.
Our mission is simply to inspire everyone to fall in love with brands again so people can find meaning once more in their relationships with brands; our clients can love the experience of brand transformation; and agency talent can discover a renewed purpose. To do that, we fixate single-mindedly on transformational work and domination for brands that want to lock down #1, aspire to be #1 or have everything to gain by playing big.
We are focused on getting to the biggest, most effective creative ideas as quickly as possible which is why we brought together the best talent with proven experience and unbridled passion. Collectively, our team has won more than 100 Cannes Lions including a Grand Prix and hundreds of industry awards for creativity, led agencies awarded Agency of the Year 8 times, named an AdAge Top 4 Planner globally and named top Creatives in the country year-over-year and led half of the top 10 brands in Canada.
 

Latest News

Canada’s new professional women’s soccer league launches its brand, name and logo at ESPNW

Developed by Broken Heart Love Affair, the league’s look and feel champions confidence, inclusivity

and the beautiful game 

Women’s soccer in this country has achieved an important milestone with the much-anticipated launch of the name, brand, and logo for Canada’s first professional women’s soccer league at the ESPNW conference today in Toronto. 

Diana Matheson, Canadian soccer legend, CEO and Co-Founder of Project 8, unveiled Northern Super League (NSL) /Super Ligue du Nord (SLN) as the league’s official name along with its brand identity. 

Developed in both English and French by global brand agency Broken Heart Love Affair, the branding represents the pride, bold confidence, and inclusivity of the NSL/SLN, while paying homage to Canada’s sporting history. 

“The name captures the elite calibre of players that will fill the rosters while putting our stake in the ground as Canada’s home for the most beautiful game.  We are proud today to launch a name that will instill pride in all those who play and love the game, and a brand that welcomes all who want to be a part of this exciting moment in Canadian sports history, as we take a big step toward our season opener in April 2025,” Matheson said.  

The League’s brand mark is steeped in Canadian visual heritage, with bold yet simple linework that shares its DNA with early Canadian athletic graphic traditions popularized by Canadian modernists during the 1976 Montreal Olympics.  The serpentine style font symbolizes dynamic team play on the pitch.  The four-pointed north star iconography signifies the league’s strength, values, and steadfast presence as a beacon for what sport can and should be in Canada, and beyond.  And the vibrant colour palette is inspired by the Aurora Borealis.

“It was an incredible honour for our team to work alongside Project 8 to shape this important brand, and we didn’t take lightly the responsibility we were given for capturing the true essence of its purpose and vision - from how the Northern Super League looks, and how it feels, to the message it sends to fans across Canada and around the world,” said Kristy Pleckaitis, SVP Strategy at Broken Heart Love Affair.

The Northern Super League also announced its six founding clubs as Ottawa, Montreal, Halifax, Toronto, Calgary and Vancouver.   The League’s founding corporate sponsors include Air Canada, Canadian Tire Corporation, CIBC and Door Dash.

Matheson added, “after years without a professional women’s domestic soccer league, Northern Super League and its six founding clubs will fill a significant void in Canada and bring about meaningful change coast to coast to coast.”

A limited amount of Official Northern Super League gear, including stunning sweatshirts, hats and t-shirts are now available for fans to purchase at www.NSL.ca. Products are available in baby, youth and adult sizes with bilingual options.

About Northern Super League   

Northern Super League is a new Canadian professional women’s soccer league, which currently consists of six clubs in key Canadian markets and is set to kick off in spring of 2025. The league is built by players and supporters of the beautiful game with best practices from around the world and aims to further Canadian excellence in sport and gender equity. For more information and updates on the Northern Super League, please visit www.NSL.ca  

About Broken Heart Love Affair

Broken Heart Love Affair is a global brand agency with offices in Toronto and Montreal, and the partnership of industry veterans Jason Chaney, Carlos Moreno, Denise Rossetto, Todd Mackie, and Beverley Hammond. Named one of Ad Age Best Places to Work 2024, Strategy’s Small Agency of the Year 2022, and Ad Age Silver Newcomer Agency 2021, BHLA is focused on gathering the most decorated talent on a mission to bring back the love for brands, clients, and the creative community. The agency’s roster of category-leading client partners includes Burger King, Dairy Farmers of Ontario, Destination Ontario, GoRVing, GreenShield, Kruger Products, Lactalis, Northern Super League, The Princess Margaret Cancer Foundation, Royal Ontario Museum (ROM), Simplii Financial, Toys ‘R’ Us, World Vision and more.

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