The Truth Talk to me

I use a process in my work that gets me to the core of any challenge, and leads to what I call an Essential Truth that – once formulated – informs everything else. So, what’s the Truth about Andrew Crighton and iPrimate? It’s HELP.

I’m at a place in my career where I’m exploring new horizons and breaking boundaries to help others… and help myself. I’ll tell you a lot more about it sometime, but, essentially, the new horizons have to do with VOCATION and the breaking boundaries has to do with LOCATION.

VOCATION means publishing… for a writer. And for this writer that means non-traditional publishing (you’re reading it). And it means content (you’re reading it). Whether my new horizons serve ME or YOU, they’re challenging and rewarding.

LOCATION is about flexibility. Kids have gone; home in the city less relevant. I still have one foot in Toronto, but I’m really living on the shores of Georgian Bay. Some people know I have a 1989 Volkswagen bus/camper in which I can go anywhere, anytime to write. And meet. And collaborate. But, mostly, breaking boundaries has to do with the Internet. I’m determined to get more clients/patrons/working relationships/ partners in other geographies, because we all really share the same geography, these days (you’re reading it).

So, it’s about VOCATION, LOCATION. And it’s about HELP.

May I?

Andrew Crighton, iPrimate
127 Kingswood Road
Toronto, Ontario m4e 3n4

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February 1, 2010


THE CHALLENGE: To create a relevant, engaging identity for a public event that will act as a flagship property for the Canadian Breast Cancer Foundation – with a view to generating interest and discussion around the question of whether there is a need for change and innovation in the treatment of breast cancer.  iPrimate’s challenge was to create the brand, and then mastermind the development, production and staging of a suitably dramatic event.

THE SITUATION: The breast cancer area of the not-for-profit environment is a confused marketplace in terms of brand identity and understanding of who does what.  The Canadian Breast Cancer Foundation is seen to be strong in research and analysis, but possibly too serious and highbrow to connect with the average person.  At the time of my initial involvement, there was an inertia associated with the organization, and it was time to show that an energized transformation was underway.


Handwritten Truth - Time and Timeliness

The truth is… iPrimate created an intriguing brand identity, and a stimulating, interactive experience that focused on the issue of  TIME – its implications for breast cancer detection and diagnosis.  At the event, experts offered insights into new developments, and we drew upon the wisdom of the crowd by directly polling the people in the audience, as well as those attending via live webcast.  With this high-profile initiative, the Foundation kick-started a sea change in its perception.

Here is a thought-provoking collage of music and pictures, which set the scene at the beginning of the event re: the confusion and uncertainty that currently swirls around the issue of breast cancer diagnosis and treatment:

Video not available