Primary Goals & Objectives

As a provider of oil analysis and reliability services, Fluid Life was recognized for the work done by its in-house labs. However, the company wanted customers to understand Fluid Life’s true value: its ability to save them millions of dollars.

Fluid Life wanted its brand to be synonymous with quality data and analysis and the ability to deliver reliability solutions that work. And like many of our clients, its ultimate goal was to gain market share.

g[squared] was hired to create and implement a strategic marketing plan that included a situation analysis, SWOT appraisal, competitor analysis and evaluation of target markets. We then developed the company’s vision and values, branding and website. This was followed by advertising and recruitment campaigns, social media marketing, community engagement, public relations work and special events planning.

g[squared] updated the Fluid Life logo and created a tagline that communicated Fluid Life’s ability to provide equipment reliability in all ways. Our creative team also directed a photo shoot and built a professional library of images for Fluid Life. Marketing materials were updated to ensure a consistent look and feel, and since Fluid Life had customers across Canada, we created brochures for their clients in both English and français.


  • Strategic marketing plan
  • Logo update
  • Tagline development
  • Brand guidelines
  • Brochures
  • Sell sheets and case studies
  • Stationery package
  • PowerPoint template
  • Tradeshow booth
  • Print advertising
  • Assorted signage
  • Product labels