Canadian Construction Association

Together, as part of a strategic partnership, we worked with CCA to build a strategy, brand, and narrative that reframed their story, repositioned their voice, and fully encapsulates who CCA is and how they plan on moving forward.

Our long-standing relationship with CCA has grown to include numerous national workforce initiatives, digital initiatives, membership programs, strategic planning, and more.

brand identity

A cohesive, appealing approach.

The next step was developing a refreshed brand look-and-feel that better reflected CCA’s purpose and direction, helping to deliver the message in a visually appealing and impactful way. Armed with the findings and strategy from our research, we developed a new brand identity for CCA and all its sub brands which included educational platforms, five independently operated branches and councils, certifications, and programs.

As one of Canada’s oldest and most respected industry associations, CCA draws on a long history of representing positive change in the construction sector. We drew inspiration from some of its original graphic identities to develop a modernized logo marque that gives a nod to the past, while fully embracing a vision for the future.

Unite. Lead. Evolve.

digital renovation

Continuous improvements for a better user experience.

A website is any organization’s most powerful communication tool, and CCA’s was ready to be reimagined from the ground up, better lending to the associations’ ability to connect and communicate with members. Through a comprehensive review of how content, news, and other crucial membership elements were presented to users, we created a plan to maximize member engagement, provide a customized experience, and weave together member benefits and programs in one cohesive space.

We restructured, redesigned, and rebuilt more than 400 pages of content, and the result is a modern, streamlined environment that better serves CCA’s members and the industry as a whole. The goal—and outcome—was creating an environment where members could access and distribute valuable industry news through a content hub, find education, resources, and training to bolster their knowledge, and ultimately provide an improved member experience to reinforce the overall value of what CCA has to offer. Our partnership with CCA includes a continuous review of the website, implementing optimizations on a regular basis.

Advocacy

Moving the needle forward.

Being the national voice for millions of Canadian workers is not something to be taken lightly. CCA knows how—and who—to mobilize in order to advocate for change in the industry. Our long-standing partnership and in-depth knowledge of their membership structure and organizational goals gives us a solid foundation to work with CCA to craft and deliver those messages.

Talent Fits Here^TM

Like many industries across Canada, the construction industry faces significant workforce shortfalls which threaten Canada’s future growth and success. CCA wanted to reach underrepresented groups and show them construction is about more than just skilled labour and trades—though these are crucial to the foundation of the industry. Construction is also about creativity, innovation, and opportunity.

We launched a national advocacy and recruitment program called Talent Fits HereTM which highlights the opportunities in the industry and brings awareness to the evolution of construction. With a new website, video content, and both digital and out-of-home marketing, we were able to tell the story of diversity within construction.

Canadian Apprenticeship Forum (CAF) Campaign

In partnership with CCA, the Aboriginal Apprenticeship Board, BuildForce, SkillPlan, and Apprenticesearch.com, the Canadian Apprenticeship Forum launched a program to provide small and medium sized businesses with incentives to alleviate some of the financial burden they’re facing by providing grants for trades’ apprentices.

We conceptualized, created, and executed a national ad campaign consisting of print, digital, and video assets to promote the program and drive clicks to the registration site—all in accordance with Government of Canada regulations and careful consideration of language to ensure alignment among all stakeholders.

The program also included a coordinated multi-year national media strategy, targeting construction businesses, and using a combination of traditional and digital channels in order to maximize success.