Author: Chris Luis | Founder at Vital Sports
While travelling across Canada, I had a layover in Vancouver last spring. I decided to connect with Craig, the Executive Director at the Horse Council of British Columbia. We had never met in person, just over zoom calls—I just so happened to be in his neck of the woods and thought it would be nice to meet. It was just an organic conversation that turned into something much bigger. Craig had a clear vision for his next chapter, and while the full plan wasn’t in place yet, he was ready to move forward.
He was passionate about a business venture he had been sitting on for the longest time. He had ambitious goals — but like many leaders in the non-profit sport sector, he was also facing some real hurdles: financial constraints, limited time and capacity, and not having the entire roadmap carved out quite yet.
The Realization
As we spoke over lunch that day, something shifted. The uncertainty he carried — the “what ifs” that held him back — began to fade. The fear started to melt. A few months later Craig and I spoke over the phone again. For the first time, Craig realized: he could actually do this. With the right team beside him, this idea wasn’t just a dream — it was a huge opportunity he couldn’t pass.
That’s when it clicked. What Craig needed was exactly what we offer through our Fractional Marketing Department.
Rather than trying to piece everything together alone, Craig brought us on as his remote marketing team to support him with The Iron Sail Group.
Our role was simple but powerful: inject structure, speed, and support into his brand journey. In just three months, we helped him build the foundation he needed to confidently enter the market — without the usual overwhelm.
We began with a comprehensive brand strategy, working closely with Craig to position his offering clearly and competitively. From there, we developed his sales structure, building out his full customer journey — including branded presentations, letterheads, and business cards — ensuring every touchpoint was cohesive and intentional.
Landing the Design
Sam, our talented designer at Vital Sports, and I spoke about the direction of the brand—ensuring it put Craig’s customer’s needs first.
Sam explains:
“The intention was to make the brand feel reassuring and approachable, especially given the financial uncertainty many of Iron Sail’s customers would be experiencing. The goal was to guide them gently without being overwhelmed.
The color palette draws from the sea—deep navy, soft sand, and muted blue—but its purpose goes beyond the reference.
The tones were selected to feel serious, composed, and professional—speaking directly to boards and leadership teams. They bring just enough character to keep the brand distinct while keeping the focus on clarity, structure, and trust.
The wave motif—used sparingly—echoes the sail in the logo, introducing subtle movement that ties the design together. Alongside rounded corners, generous spacing, and soft transitions, these elements create a calm and inviting atmosphere.“
Tying it All Together
Finally, we tied everything together with a mobile-optimized Webflow website (You can check it out here)— modern, clean, and scalable — that positioned Craig as a leader from day one and gave him a platform he could grow with.
Craig explains:
“Working with Vital Sports and the 42 North Team on our Website and Branding project was a fantastic experience. Chris and his team were outstanding—they clearly defined the key challenges, created a practical and focused project plan, and delivered a solution that not only met our needs but also respected our budget.
The system was also developed in a way that will allow us to add-on and build into the future when we are ready to expand further. The process was smooth, professional, and collaborative from start to finish. I’d highly recommend 42 North to anyone looking for smart, strategic marketing support that delivers real value.”
By integrating our systems directly into his operations, Craig wasn’t just getting started — he was accelerating. He skipped the guesswork and launched with confidence, clarity, and a full team behind him.
Because we don’t just support growth — we build it. Our partners, our team, our business—together we are Champions by Design.
Follow and support Craig as he continues to grow his business at www.ironsail.ca