This year marks Fever’s 29th anniversary – nearly three decades of helping brands find their voice and connect with their audiences. To celebrate, we grabbed a (virtual) slice of cake with two of Fever’s partners, Lindsay Hill and Joanne Finocchiaro, to chat about all things branding. We discussed how brands connect with their audiences today, the secrets to staying inspired after all these years, and the projects that make them extra proud.
Looking back at the past 29 years, what is the biggest evolution you’ve seen in how brands connect with their audiences?
LH: Brands have definitely become more personable and human in how they connect. They show more personality and really pay attention to who they’re talking to.
JF: The flip side is that audiences are way more discerning now. They hold brands accountable and aren’t afraid to call them out when their actions don’t match their words. It’s all about content today.
How do you stay inspired and motivated after 29 years in this industry?
LH: Staying motivated is the easy part! This industry is constantly changing and growing – it’s more about keeping up than forcing myself to be motivated. There’s always something new to be excited about, something different to learn, and fresh challenges to tackle.
JF: I thrive on change, and that’s what keeps me going.
Which brand that we’ve helped build are you most proud of and why? What made that partnership special?
LH: We’ve been fortunate enough to work with hundreds of brands over the years in so many different ways. A few that really stand out are HomeSpace Society, Inn from the Cold, and their joint project, Neoma and Project Thrive. We helped develop all of those brands. With HomeSpace, we got to work with the original board and build the brand from the ground up, starting with their core values. Our work with Inn from the Cold helped them redefine their services. Then, when the two organizations came together to convert an office tower into affordable housing (a first in Calgary!), we helped with fund development and named the building Neoma.
I’m also incredibly proud of our work with Scovan. We’ve been collaborating with them since 2015, helping them become a brand-driven organization. We’re still working closely with them today on all sorts of projects.
JF: I’m really proud of the Gourmet Meat Shoppe brand we created for Safeway. I love retail brands – there’s something so satisfying about seeing your work out in the world. This brand outsold the store brand and did way better than we expected!
On a personal level, the brand that’s had the biggest impact on me is Face It Calgary. Through that project, I learned not to be afraid of people experiencing homelessness.
How do you ensure Fever’s values are embedded in the day-to-day operations and decision-making?
LH: It’s definitely a challenge to live your values every day, especially when making tough decisions. There’s no magic formula, but for us, it’s about bringing our core values into every conversation. They’re not just words on a poster – they deserve a seat at every discussion. They need to be gut-checked and then need programs, even small ones, tied to them. We constantly discuss our values and use them to guide our actions.
What kind of legacy do you hope to leave?
JF: Simply put, I hope we’ve made a positive impact on the world.
