September 2, 2025
Shortstop may be a small agency, but they’re making big impacts in the marketing and tech space in Halifax. Co-founded by Peter Woodward and Sam Archibald in 2021, the company is a unique blend of traditional marketing and deeper technical offerings. We had the opportunity to speak with Peter, about his part in the creation of Shortstop.
Peter’s path to Shortstop began in software development before moving into marketing, where he discovered his true passion in problem-solving. “I realized it wasn’t the coding syntax I loved, it was figuring out how to make things work better,” he says. “That mix of creative strategy and technical skill became the foundation for Shortstop’s approach.”
Today, that foundation shapes each of Shortstop’s projects. Whether it’s building a platform from the ground up or crafting a multi-channel campaign, their goal is the same: to deliver work that’s both creative, functional and makes an impact.
“We keep problem-solving at the root of everything we do,” Peter explains. “If it’s not making life easier for the client and their audience, it’s not done yet.”
More Than Marketing
From advertising campaigns and design services to custom-built web applications, Shortstop covers a wide range of needs. But what sets them apart is their focus on building solutions that last. “We’re not just slapping together a website template,” Peter explains. “Everything we do is user-friendly, strategically thought out, and created with long-term value in mind.”
That vision shines in their work with Canada’s 2SLGBTQ+ Chamber of Commerce (CGLCC) and its Rainbow Registered program. When the program lacked awareness in Atlantic Canada, Shortstop created a travel-themed campaign focused on safe, welcoming destinations.
“It wasn’t about targeting a narrow audience, it was about making sure customers, as well as businesses, cared,” Peter says.
Using varied messaging across platforms, including targeted podcast ads, the campaign built lasting awareness in the Halifax region.
Pride in Partnership
Shortstop’s connection to Halifax Pride runs deep. Peter and his business partner Sam have been involved with the organization since 2015, building their website, designing annual themes, and providing in-kind work to keep the festival vibrant and inclusive. “They’re an ideal client for us,” Peter says. “They’re open to ideas, aligned with our values, and we’re proud to support them every year.”
For Peter, the work goes far beyond design and logistics. It’s about helping create an environment where everyone feels welcome and celebrated.
“Pride is about visibility, but it’s also about connection,” Peter adds. “Being part of that work each year is something we truly value.”
Innovation in Recognition
Shortstop also brought their expertise to Digital Nova Scotia’s Beyond Digital Recognition platform, a self-assessment tool for measuring soft skills in the workplace. Employers can send it to staff to identify training needs in areas like communication and conflict resolution. This was the first platform they built with AI integration, using it to generate tailored reports for managers.
“It’s not about grading people, it’s about giving leaders the insights to better support their teams,” Peter explains.
Built on Google’s Firebase, the platform reflects Shortstop’s forward-thinking approach in creating tools that work now, and adapt easily in the future.
The Best Part of the Job
For Peter, the most rewarding part of running Shortstop is the variety of challenges. “Every day brings a new problem to solve, and that’s exciting,” he says. “It’s constant learning and growth.”
Shortstop’s portfolio blends creativity, technology, and community engagement. They show that you can be strategic and socially minded, delivering measurable results while staying true to your values.
Learn more about Shortstop today at https://shortstop.agency