Case study · Civic platform · Owned product
A city guide the city actually uses.
Hey Freddy is a bilingual platform for everything local in the Fredericton region: events, seasonal guides, places, and Freddy, an AI assistant you can type to or phone: (506) 406-8881. Brand Butter designed it, built it, and runs it.
Visit heyfreddy.ca
- 00KMonthly visitorsFigure pending
- 000+Events listed each monthFigure pending
- 0,000Questions answered by Ask FreddyFigure pending
- EN / FRBilingual from the first release
The problem
Local information was everywhere, which meant it was nowhere.
Events lived on a dozen Facebook pages, seasonal guides in newspaper archives, business hours on out-of-date listings. A resident, let alone a visitor, had no single place to ask a simple question about the city and get a trustworthy answer in either official language.
What we built
One place to ask the city a question.
Hey Freddy brings events, guides, places and seasonal programming into one bilingual platform with a warm, illustrated identity of its own. Guides are written and maintained by the studio; events are curated, not scraped. It is the studio’s own product, positioned, named, designed, built, launched and run with the same method we use for clients.
The brand
A city’s nickname, turned into a name.
Fredericton has been “Freddy Beach” since the early eighties. We gave the nickname a voice: friendly, local, a little old-fashioned, with a maple leaf where the apostrophe would be.
Palette
- Ink#1A1A1A
- Marigold#F0B030
- River#A06E14
- Paper#FBF6EA
- Wonder Phone teal#37E0C8
The city, illustrated
Twelve landmarks, drawn and set in motion.
A custom illustration system for the places Fredericton actually loves, animated for the site, guides and social. Same line weight, same palette, same unhurried pace.
Walking Bridge
Legislature
Christ Church Cathedral
Beaverbrook Art Gallery
Boyce Farmers Market
Odell Park
Wolastoq by canoe
The trail system
Craft beer
Harvest Jazz & Blues
Winter skating
Garrison District
Meet Freddy
One Freddy, two front doors.
Freddy is the warm, unflappable, endlessly knowledgeable voice of Fredericton. One personality, one knowledge base, one set of guardrails, answering in whichever official language you use.
Ask Freddy
The text assistant on heyfreddy.ca, answering questions against the platform’s own guides and listings.
What’s on this weekend?
Plenty. Here are this weekend’s picks, with the free ones first.
Et en français?
Bien sûr. Voici les incontournables du week-end.
Illustrative exchangeFreddy the Radio Wonder Phone™
A real number you can dial today. Freddy picks up like a wonderful old switchboard operator who happens to know everything about the city, in English or French.
Call Freddy(506) 406-8881The shop
A civic brand people wear.
The identity works hard enough to go on a hat. The Founding Collection runs in small numbered drops and ships across Canada, extending the brand into the street, where a city guide earns its word of mouth.
More work
Three more receipts.
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Hospitality
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From invisible in search to 818K search impressions and 45K visitors, almost all of it unpaid. When people land on PEI looking for craft beer, Lone Oak is what they find.
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Legal & HR
Resonance HR Law
Website, content engine, LinkedIn and Google Ads, webinars and a founder brand for Trish Perry, built in sequence so each phase earned the next.
Read the case studyLet’s talk
Have a similar situation?
Describe the situation in a few lines and we’ll reply with a frank read on what to do first. Or skip the form and book thirty minutes. No deck, no pressure.
What happens next. A senior strategist reads every inquiry and replies personally, usually within two business days. The first conversation covers your situation, what you’ve tried, and whether we’re the right fit. If we aren’t, we’ll say so and point you somewhere better.