Case Studies

STARS Air Ambulance

STARS Air Ambulance is a charitable, non-profit organization that provides rapid and specialized emergency medical care and transportation for critically ill and injured patients. STARS has flown more than 36,000 missions since 1985, and operates from six bases in Alberta, Saskatchewan and Manitoba, including Calgary, Edmonton, Grande Prairie, Regina, Saskatoon and Winnipeg.

Relying heavily on donations, STARS has several fundraising events throughout the year across Western Canada. William Joseph has been contracted throughout the years for event brand strategy services for several unique events that assist STARS in reaching their fundraising goals.

stars - branding



For the past 21 years, The Petroleum Services Association of Canada (PSAC) has hosted their signature fundraising event, which is highly recognized and supported by the Alberta energy industry. Last year alone, they raised a total of $1.1 million in support of STARS Air Ambulance and their lifesaving mission. PSAC and STARS came to William Joseph with the challenge of creating a brand that represented both parties as they worked towards the joint goal of raising money for a very important cause. They wanted a signature look and feel for the gala that would set the foundation for a strong and consistent long-term brand.

From the updated promotional materials (logo, tickets, website, and program) to the décor, guests experienced an updated Western theme at the 2015 event. William Joseph was successful in creating a brand that would carry the event into the future and ensure the long-term sustainability and success of the Stars and Spurs Gala.

STARS air ambulance - branding


New Heights

William Joseph previously worked with STARS to create a brand that would carry the STARS and SPURS Gala event into the future and ensure its long-term sustainability and success. Building on this event branding, the team at WJ also developed a straightforward and intuitive event microsite that helped potential sponsors, event attendees and other charitable organizations find information about sponsorship opportunities and the event itself.

STARS Air Ambulance - website flats

Be a


In 2015, Stars Air Ambulance contacted William Joseph for a unique project. Nearly 80% of STARS operating costs are funded by donations, which are gathered through a number of events each year. They contracted the team at William Joseph to create a personalized marketing piece that would appeal to an A-List celebrity and encourage them to play a benefit show to fundraise for the cause.

Using the concept of a storybook, our strategy team came up with a narrative that described how an investment of time could ultimately save the lives of people across Western Canada. Once the narrative was laid out, our creative team took over and designed a beautiful book that shows just how beautiful our home is and the importance of STARS Air Ambulance’s cause.

STARS - fundraising examples
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