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.

g[squared] developed an internal communications strategy to help Waiward employees understand the company’s new direction. This had a positive impact on employee retention and recruitment efforts and ultimately helped all employees feel invested in their roles and confident in the company’s leadership. Today Waiward is one of Canada’s largest steel fabricators and erectors, and a leading provider of construction, engineering and drafting services.


  • Strategic marketing plan
  • Identity and tagline development
  • Brand guidelines
  • Website
  • Assorted business development materials, including corporate brochure and sell sheets
  • Print advertising
  • Stationery package
  • Assorted signage
  • Tradeshow booth
  • Employee recruitment and retention campaigns and materials
  • Workplace safety materials