North Atlantic - Agency of Record

North Atlantic – Agency of Record

Since being selected as North Atlantic’s Agency of Record in 2016, Upstream has delivered impactful brand, creative, and marketing across its diverse business lines, retail operations, corporate initiatives, and CSR programs ‐ building awareness and driving growth.

Positive Energy

Over the years, we’ve had the privilege of supporting North Atlantic through key milestones as their business has continued to evolve. In 2023, they expanded their fuel retail operations into Nova Scotia and Prince Edward Island through a strategic partnership with Petro-Canada—launching North Sun Energy. They also introduced Terra Velo Solutions, a trailblazing transportation company with a mission to move industry standards forward, and are making bold strides toward a cleaner, more sustainable and economically vibrant future through their Green Energy Hub.

Each expansion called for a distinct brand identity, including a refresh of the North Atlantic brand itself to reflect its strategic growth.

Integrated Marketing Campaigns

Upstream has developed and executed countless successful marketing campaigns for North Atlantic Orangestore. In 2025, we reached a major milestone together with an integrated brand launch campaign announcing the brand’s expansion into Nova Scotia and PEI.

The campaign generated instant buzz in Halifax, creating cultural and emotional connections. Multi-channel engagement built awareness and goodwill — laying the foundation for Orangestore’s continued growth across the region.

Head-Turning Touchpoints

To build top-of-mind awareness for Orangestore and highlight its value propositions — “Fresh. Friendly. Clean.” and rewarding loyalty — we developed head-turning executions where they mattered most. From bold, high-impact billboards to engaging in-store experiences, each piece was designed to spark curiosity and drive action. Every execution was crafted to reflect the brand’s vibrant personality, ensuring Orangestore stood out and connected meaningfully with its audience.

Point-of-Sale Signage

We infused Orangestore’s point-of-sale signage with humour, entertainment value, and unexpected twists — transforming everyday stops into brand moments. In a category where differentiation is rare, this playful approach strengthens brand appeal and builds loyalty, proving that even a quick stop can spark a smile and leave a lasting impression.

Creating moments of wonder has always been in Upstream’s DNA (dating back to when Joe handed Prince Charles a business card in his university days!) It’s in this spirit that we’ve built unforgettable activations for Orangestore, including:

The Candy Bar at Iceberg Alley: a comprehensive candy menu, phone charging stations, and lounge seating.
Premium Porta-Potty at the Royal St. John’s Regatta: reinforcing Orangestore’s “clean” reputation and earning coverage on CBC and other local media.
Halifax Harbour Stunt: a giant inflatable orange delivered by dory into Halifax Harbour—sparking buzz, media attention, and brand lift during Orangestore’s Nova Scotia launch.

Website Design & Development

North Atlantic’s brand refresh and business expansions—including North Sun Energy, Terra Velo Solutions, and the Green Energy Hub—called for a suite of distinct websites. Upstream tailored each site to its creative platform and target audience:

North Atlantic: reflects Positive Energy across business lines and community initiatives. Visit northatlantic.ca
North Sun Energy: highlights the Petro-Canada partnership, delivering a next-level gas and convenience experience. Visit northsunenergy.ca
Terra Velo Solutions: uses sleek, modern visuals to embody its mission of Moving Transportation Forward. Visit terravelosolutions.ca

Digital & Print Marketing Materials

From print ads promoting commercial fuel for marine vessels, to a tradeshow booth attracting new franchisees, to event collateral announcing sponsorship of the 2025 Canada Games Torch Relay, we’ve developed a wide range of marketing materials designed to stand out, grab attention, and drive business growth.

Store Interior Design

In 2017, Upstream led a major redesign of Orangestore interiors—refreshing the look and feel while evolving what it means to be fresh, friendly, and clean.