Goal
During the COVID-19 shut down, Fort Saskatchewan’s Integrity Land elected to shift focus to improving and fortifying the strength of their brand. Through this rebranding process, the company sought to proudly and confidently re-emerge as industry leaders of surface and mineral land consulting services with greater vision, focus, and effectiveness to better serve their clients and help enable the growth and progress of industry through the Crown, Freehold, Traditional, and Reserve lands of Canada.
Situational Analysis
These great efforts were not performed as a make-work project, nor did Integrity Land approach this task to appear fresh and relevant with a shiny new logo and website.
Integrity Land promotes unity in land division – cultivating meaningful, lasting relationships with professional courtesy, dignity and respect for all parties involved. From their offices within Alberta’s Industrial Heartland, Integrity Land closes “un-closable” deals because they remain close to the everyday people in the everywhere places their clients need to make positive impressions with.
Unfussy Recommendations
Yes, their integrity may run deep, but with most of the competition also laying claim to this trait, that’s hardly a differentiating factor at all. It’s truly Integrity Land’s deep connection to people and place that elevates the strength and effectiveness of their work and allows their spirits to freely soar with a powerful sense of righteousness, clarity, determination, and pride.
Much more significant than just values of time, cost, quality of service or the much too obvious claims of integrity, this is how Integrity Land lives up to a new tagline and goes “Above & Beyond” for its oil & gas, pipeline, oil sands, power and gas utilities and transmission, construction, infrastructure, transportation, forestry and environmental, agriculture, telecommunications, and renewable energy clients, and these are the attributes by which they truly measure their worth.
Understanding and appreciating that the land of this country takes meaning from the souls who protect and respect it, the farmers who plant and work it, the Indigenous cultures who revere and listen to it, the environmental and special interest groups who preserve and restore it, and the dreamers who hope to shape it for the generations of families that will come to live, love and thrive on it, the company’s character and reputation are both firmly grounded to the land and heightened in the hearts and minds of all those who work with them and for them.
Output
- Strategic Direction and Corporate Brand development
- Internal and external communications strategies
- Messaging Platform development
- Visual Identity (logo) system creation
- Targeted advertising and marketing communications campaign conceptual development, design, and production
- Marketing collateral design and development
- Social Media and PR content creation
- Signage design and production
- Brand Standards (Playbook) / visual identity guidelines development
- Website design and development
The brand initiative and ongoing marketing campaign development was fed by extensive internal and external research, including key stakeholder workshops, SWOT, and discovery sessions, and significant community engagement in the form of online surveys and PR / social media engagement.
Outcomes
Following a recent corporate restructuring, Integrity Land was successfully purchased by Vertex – a leading North American provider of environmental services.
