Primary Goals & Objectives

With locations in Edmonton, Calgary and Carstairs, ArrKann Trailer & RV is a well-established dealer of recreational vehicles in Alberta. Founded in 1977, the family-owned and operated business has deep roots in the region, a passion for the RV camping lifestyle and a reputation for providing exceptional customer service.

After more than 40 years in business, ArrKann’s leadership felt it was time to evolve the company’s brand to attract new customers and grow its market share. ArrKann hired g[squared] to develop an updated brand identity, compelling key messages and a strategic marketing plan.

The process

g[squared]’s goal was to create an authentic identity that captures ArrKann’s purpose, core values and competitive advantages. Conceptually, we drew inspiration from ArrKann’s long history and strong focus on family. Visually, we were inspired by the graphic style of highway signage, national parks iconography and vintage Girl Guide and Scout badges.

The result is a bold, distinctive new brand identity that’s both contemporary and classic—evoking positive memories of camping trips with family and friends. ArrKann’s new tagline, “Best Trip Ever”, reinforces the message that RVing is about much more than the vehicle itself; it’s about the memories you make on the road and in the great outdoors.


  • Logo and tagline
  • Corporate identity package
  • Key messages
  • Brand story and purpose
  • Brand guidelines
  • Marketing materials
  • Advertising development
    (print, radio and digital)
  • Website layout
  • Assorted signage