Redefining a brand well-known for building icons and creating experiences

Calgary’s Heavy Industries is a company that builds iconic art and architecture and is the genius behind many of Calgary’s most recognizable works of public art that can be seen throughout the city. Over the past decade they’ve worked very hard for their clients, providing them with immersive placemaking elements and grandiose art in their communities. In doing so however, many of the core principles that make up their mission, vision and values became faded, outdated and misaligned. 

As the head of Heavy’s marketing team I lead the initiative to reinvent the voice of Heavy and develop a new set of core values to serve as a roadmap to guide the brand into the future. This involved months of face to face dialogue and hands-on engagement with all staff members, from the shop hands, to the CEO and partners. Everyone had a voice. Using the resulting data I built out a messaging framework and hierarchy that serves as the roadmap for all communications. I brought on a creative team to design and print a 60-page corporate guide book, refresh the website and coach staff. With a newly aligned messaging framework and the tools required to communicate it, the team is able to clearly and confidently represent Heavy and their core values.