Primary Goals & Objectives
When Edmonton-based Waiward Steel underwent a change in leadership, it also took the opportunity to assess its future direction. The company wanted to expand beyond steel fabrication and enter new markets.
g[squared] was hired to develop a comprehensive strategic marketing plan to facilitate this evolution. The plan included an updated brand identity, website development and design, marketing materials, employee recruitment and retention campaigns, and more. The goal was to inform target audiences about the changes happening at Waiward Steel and support those changes with an updated brand reflected across all touch points.
Our rebranding work included a name change for the company, from Waiward Steel to simply Waiward—to provide greater flexibility for the company to expand into new areas—and a logo redesign. We then created a suite of sales and marketing materials, incorporating the updated brand identity, to support Waiward’s business development team.