Repositioning a 50-year old electrical contracting company as the leaders in sustainability

This electrical contractor, Canem Systems Ltd. has built its’ leading reputation across western Canada. The 50-year-old company has grown from strength to strength and is now a publicly held company with 9 locations across Western Canada, more than 900 employees and annual revenue over 180M.

Canem came to WOW with a progressive vision that would forever change the way buildings perform sustainably.

Taking notice of perceptual gaps that left the market wide open

Our greatest “ah ha” moments were the perceptual gaps we uncovered in our research of the future needs of customers and Canem’s existing culture. We discovered that the customer’s number one need was to sustainability build and retrofit their buildings but with greater financial clarity of long-term savings, which Canem could deliver.

Part of our brand strategy was to:

  • Bring the customer’s needs to the centre of the solution
  • Position Canem as a game changer in their industry by introducing their capabilities as Building Performance specialists
  • Communicate the business case for sustainability
We created the following for Canem

Internal and external qualitative research  |  Industry collaboration  |  Strategic brand positioning
Internal brand launch  |  Brand identity design  |  Brand standards guide  |  Corporate collateral design
Website design & management  |  Internal & external signage  |  Presentation centre design & art direction
50th Anniversary book design  |  Brand launch  |  Ongoing design & brand strategy work

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Building Performance Specialists

A new tagline, At the Centre of Building Performance, speaks to Canem’s commitment to putting building performance at the centre of their solutions for their customers. Canem’s old ‘E’ was used in the new, modernized brand identity as an homage to the company’s great history.

“In addition to WOW’s creativity they brought a rigorous process that helped ensure alignment between our markets shifting imperatives and our core values. From the beginning of our brand strategy development, we had an objective to measure return on brand investment through sales growth.

To our knowledge, measuring this objective is a branding challenge, yet at Canem we are realizing this core objective.

Thank you WOW.”

Clint Undseth / VP Corporate Development, Canem Systems
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