August 22, 2025
We had the pleasure of speaking with the folks from Passion Works Digital, a Halifax-based creative studio led by co-founders Jonathan Primack and Trelawney Erwin. Specializing in websites, branding, and digital strategy, they bring a hands-on, community-first approach to every project.
More than just design and development, Passion Works helps businesses build tools that actually work, online and behind the scenes. “We don’t come in with blinders on, we want to understand the full picture,” says Jonathan. “What’s happening in your business, where you’re going, and how we can help you get there.”
From Theatre and Brewing to Creative Strategy
Jonathan and Trelawney took very different paths into web development and design. Jonathan spent years working in the brewing industry, eventually managing everything from contracts, to product development, to e-commerce. “They handed me the job of building our first online store. I had no idea what I was doing, but I figured it out, and I loved it.”
Meanwhile Trelawney, having a background in storytelling through theatre, started her journey in copywriting after years of work in a variety of industries. “I needed something that wasn’t doing the same thing everyday” she adds, “it meant I got to work in all sorts of different industries and I got to be researching all sorts of new things every day.” Her background through self-taught coding gave her the ability to move into digital work, where she now thrives.
Together, they realized they had something powerful through Jonathan’s technical experience and Trelawney’s creative storytelling.
“When I met John, it was kind of like oh well this is perfect. I’ve got some of the marketing side, you’ve got some of the tech side. Let’s put it together and see what happens.” Jonathan nods and adds, “We stopped looking for jobs and decided to build our own.”
What They Do
Passion Works offers brand identity, design and development, and website/social content, but their approach is what sets them apart.
“When we talk about branding, we’re not just talking about logos and colours,” says Jonathan. “It’s about how your brand makes people feel, the sense of community it creates. The design and development side is about making that feeling accessible, both for your customers and your team.”
Jonathan stressed the importance of matching your values with the target audience. “It’s trying to bridge what is important to you as the company and how you can communicate that to your audience to make it feel important to them.”
Finally, Passion Works Digital also puts a strong focus on education and sustainability. “We want clients to feel confident running things on their own when we’re done,” Trelawney adds. “We’re not trying to lock people into a subscription or make them dependent on us. The goal is independence.”
Small Team, Big Connection
Unlike some larger agencies, Passion Works builds close relationships with the people they work with. The pair have worked primarily with non-profits and small-businesses—always with the goal of making great digital work feel accessible and friendly.
“We bring ourselves into the client’s world. Rather than bring you on board with us, we bring ourselves on board with you.” says Jonathan. “We’ve never done a project where we didn’t end up getting involved beyond the scope of the work.”
Trelawney agrees. “By our third meeting for a website project with a local cafe, Jon was behind the counter learning how to make lattes and ended up serving customers for a few hours.”
They’ve also volunteered at clients’ community events, and even camped on-site at a client’s location to be ready early in the morning, making sure everything ran smoothly on launch day.
Redefining Success
For Jonathan and Trelawney, success isn’t about scaling fast or chasing profit. “If we can pay the bills and keep doing what we love, that’s success,” says Trelawney. “And if we can help educate small businesses and nonprofits to feel more confident and capable online, that’s even better.”
They also hope to grow to the point where they can give back even more, by offering one large-scale project a year to a nonprofit, free of charge.
“We just want to do good work, for good people,” Jonathan adds. “And if we can make the industry a little more transparent and a little more human in the process, that’s a win.”
Want to work with Passion Works, or just chat about your brand over coffee?
First chats are always free, and usually come with a few helpful tips!
Reach out and learn more today at https://www.passionworksdigital.com/