Primary Goals & Objectives

When CenturyVallen first approached g[squared], the company had a relatively significant market share. However, its brand lacked focus and consistency and didn’t reflect CenturyVallen’s desire to become the go-to company for industrial and safety products and services.

Working in close collaboration with CenturyVallen, g[squared] developed a strategic marketing plan to help the company achieve its goal of becoming a market leader.

Our rebranding work started with a simplification of the company name. CenturyVallen became simply Vallen to create a single, unified and memorable brand identity. From there we developed a tagline that communicated the overall benefits of Vallen’s products and services and better reflected its brand promise: “Working Smart Starts Here.”

We designed a new ambigram logo for Vallen and a wide range of new marketing materials, including a corporate folder and brochure, website, product catalogue and signage.

The modernized brand helped Vallen differentiate itself from its competitors and further strengthen its position in the market.


  • Strategic marketing plan
  • Identity and tagline development
  • Brand guidelines
  • Website
  • Corporate folder and brochure
  • Stationery package
  • Print ad templates
  • Tradeshow booth
  • Assorted signage
  • Event branding
  • Product catalogue and flyers
  • Calendar
  • Promotional items