On the dawn of a flagship project with the Haida Gwai Nation, CTCG recognized the need to institute a rebranding initiative to more effectively communicate their value proposition to communities and other stakeholders. Armada was commissioned to help clarify their message and develop a new visual identity.
The main communication obstacle for CTCG centered on softening their technical approach and presentation to remote communities. Marketing research revealed that most comparable organizations also took a heavily technical-focused approach to their communications, often neglecting the community and human side of the equation. We contrasted the new CTCG brand with an organic approach, emphasizing the interplay between community and technical development. The approach was carried forward through a new positioning statement: energy solutions that work for remote communities. Stationery, marketing collateral and a new online presence all helped to extend the brand to crucial communications channels.