This refreshed visual identity represents the organization's new objectives and how they could be used to guide employees in their daily job functions. After the logo rebrand, an in-house project team implemented the brand strategy launch to employees across Canada in a celebratory fashion. A teaser campaign with posters and decals was implemented to stir positive excitement leading up to the launch. Each employee received personal branded items including an interactive value journal, a set of magnets, an appreciation postcard and an enamel pin to promote team spirit and enable each individual to see themselves as part of the change. Employee surveys were sent out after the launch date and the outcome was exceptionally positive. Shortly after launch, CWB was recognized as one of the 50 best workplaces in Canada.

CREDITS:

GRAPHIC DESIGNER: PAIGE PENNIFOLD RGD

BRAND MANAGER: AUDREY WEDEWER

STRATEGY: LOREN MILLER

MARKETING: HOLLY KENNEDY, ALI DEMPSEY

COPYWRITER: MARCUS MILLER