Forging a strong future through brand revitalization.
Challenge.
With 50 years of business behind them, Wales McLelland has been building partnerships and a reputation across Canada. But despite all these decades of accomplishment under their belt, their brand didn’t reflect their unique services. Their 50th anniversary was a perfect time to change that by positioning Wales McLelland as the specialized-builder they truly are to their existing clients and the rest of the industry.
Solution.
We have been providing ongoing marketing services ever since Wales first came to us in 2018. A partnership over 5+ years in the making. We started with a brand modernization, reviewing their business and creating a new positioning statement with an updated marketing communications plan to position them as a leader in the marketplace. From there, we created a new website for Wales McLelland, designed for both employees and customers to show the strength of the brand and their unique set of service offerings. The new website shows how Wales McLelland works exclusively in the commercial and industrial markets, establishing confidence through presenting project profiles through custom sorting functionality. Our production team created a new corporate video to communicate their custom end-to-end services, showcasing how Wales McLelland is a builder in a class of their own. We also created a culture and values video to give prospective employees insight into how the company puts its people first. From the Vancouver Sun to OnSite Magazine to social media management, we have used public relations, earned media, and owned media to make Wales a household name among specialized builders.
Excellence Through Imagery.
To support the new strategy and brand, we created new corporate photography to showcase what makes Wales McLelland special. We captured the people behind the business, and the different ways that they build projects as a company.
Conversation In The Community.
To communicate the new strategic positioning, we use social media to educate and convert new clients, and engage with prospective employees and partners across LinkedIn, Facebook, Instagram, and X.
