Case Study
Yukon Makes
As a follow-up to Toronto Makes, we ventured northwest to feature makers living in, and inspired by the rugged beauty of the Yukon. This curated collection of 12 extraordinary makers, selected in partnership with Yukon Tourism, showcases how small arts businesses make a big difference as cultural hubs and drivers of development in remote areas. Yukon Makes amplifies the voices of these creators through digital storytelling, workshops, and events — an invitation to bridge the distance and explore a diverse creative community from a wildly beautiful place.
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Toronto, ON
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Makejoy
The T-Zone
DesignTO
Yukon Tourism
Dean Davidson
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12 Maker profiles
Digital content housed on the Makejoy site
Custom photography
Social media content and graphics
E-commerce retail photographs
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DesignTO virtual panel (IG Live from Toronto)
Beauty Bag Collective with T-Zone
Media kit distribution to Canadian beauty and lifestyle journalists/outlets
Makejoy Online Store: Yukon Makes Collection with inventory held in Toronto
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Art Direction
Digital Content
Social Media Graphics and Content
Photography
Events Programming
Media Assets
Communities grow from the inside out. It’s the people and what they create that shape a place. By showcasing a group of creatives by location, Makejoy celebrates — and amplifies — their collective impact. Partnering with Yukon Tourism has given Makejoy a unique opportunity to showcase a group of talented makers that many Canadians wouldn’t otherwise have access to, and provide these makers with a wider platform.
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Small-batch artisan soaps made with hand-gathered botanicals.
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Skin-soothing beauty products made with birch water.
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Hand-crafted stainless and carbon steel knives.
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A multidisciplinary artist who creates works inspired by his Tlingit heritage.
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A White River Northern Tutchone artist who crafts traditional bark baskets and bowls.
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Northern Tutchone elder renowned for her work in revitalizing traditional culture and crafts in her community.
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Traditional wood-fired coffee roasted in the Yukon bush.
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Artisanal popcorn in over 50 delicious flavours.
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Soaps and wellness products sustainably made using local plants from the boreal forest.
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A company that buys and sells furs sourced by trappers who are part of the Indigenous community.
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Handmade jewellery and accessories made using Indigenous-sourced Wild Yukon Furs.
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Inland Tlingit-artist who sews Tagish First Nation traditional garments and creates intricate beadwork.
The central hub for this digital campaign was the Makejoy site, featuring a homepage takeover to house Yukon Tourism branded custom content and an e-commerce hub for products.
Homepage Takeover With maker quotes and custom product photography
Yukon Makes Landing Page Featuring short profiles of each maker and links to shop.
Makejoy Online Shop With a custom Yukon Makes product collection page and 14 individual product pages (including the custom Yukon Makes Beauty Bag).
Q&A Articles Featuring interviews with six (6) makers:
Kym Rempel: Anto Yukon
Elise McCormick: Aurum Skincare
Michael Russo: Firebean Coffee
Joella Hogan: The Yukon Soaps Company
Vanessa Ægirsdóttir: Vanessa Ægirsdóttir Jewellery and Wild Yukon Furs
Katie Young: Klondike Kettle Corn
Yukon Makes
Beauty Bag
Curated by The T-Zone
The Yukon Makes Beauty Bag is a collaboration between Makejoy and the T-Zone, a digital platform that highlights inclusivity and diversity in beauty.
Featuring thoughtfully made products, this program illuminates the inspiration behind each artisan, including the local ingredients and materials they use, and showcases how each brand has a positive impact on its community.
The Yukon Makes Beauty Bag retails for $175 and is available for purchase on the Makejoy site — and promoted on Makejoy and The T-Zone social channels.
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Anto Yukon Kluane Glacial Silt Soap
Anto Yukon Carcross Desert Soap for Dry Skin
Aurum Skincare Calming Birch Serum
The Yukon Soaps Company Fireweed & Horsetail Bath Salts
“I saw a gap for a positive space. Nobody was investing in our community privately, (other than government). I saw an opportunity to get my business out of my house, create a new building, create housing — which is critical across Canada — but especially in the north and for Indigenous communities.”
— Joella Hogan, The Yukon Soaps Company
Social
Media
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Featuring Q&A content with makers, product photography and Yukon Tourism photography by Michael Overbeck, George Fischer, Pete O’hara and Jenna Dixon
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Featuring maker products, quotes and Yukon Tourism photography by Michael Overbeck, George Fischer, Pete O’hara and Jenna Dixon
Yukon Makes
E-Blasts
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Recipients: 226
Total Deliveries: 92%
Opened: 131
Total Opens: 231
Open Rate: 63%
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Recipients: 212
Deliveries: 95%
Opened: 109
Total Opens: 156
Open Rate: 54%
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Recipients: 217
Deliveries: 94%
Opened: 109
Total Opens: 163
Open Rate: 54%
Instagram
Live
This virtual talk was hosted by The T-Zone via Instagram live, and pre-promoted and shared on The T-Zone and Makejoy digital and social channels. Beauty editors Ingrie Williams and Emily MacCulloch from The T-Zone chatted with Joella Hogan from The Yukon Soaps Company to learn about her locally-crafted products and her brand’s positive impact on her community. Amy Czettisch, founder of Makejoy, kicked off the talk with an introduction to the Yukon Makes project. This event also provided an opportunity to promote the Yukon Makes Beauty Bag curated by The T-Zone and featuring a Yukon Soaps Company product. As part of the festival programming, this event was also promoted on the DesignTO website and promoted via social media and an e-blast.
