Armada Design Group

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CTCG is a neutral, not-for-profit organization comprising of public and private sector partners who are collaborating to develop and deploy clean energy solutions within remote communities in British Columbia.

Background

On the dawn of a flagship project with the Haida Gwai Nation, CTCG recognized the need to institute a rebranding initiative to more effectively communicate their value proposition to communities and other stakeholders. Armada was commissioned to help clarify their message and develop a new visual identity.

Our Approach

The main communication obstacle for CTCG centered on softening their technical approach and presentation to remote communities. Marketing research revealed that most comparable organizations also took a heavily technical-focused approach to their communications, often neglecting the community and human side of the equation. We contrasted the new CTCG brand with an organic approach, emphasizing the interplay between community and technical development. The approach was carried forward through a new positioning statement: energy solutions that work for remote communities. Stationery, marketing collateral and a new online presence all helped to extend the brand to crucial communications channels.

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At A Glance

Development of an "organic" brand identity emphasizing the human and community element of their organization, complemented with a new positioning statement and range of marketing collateral.