Case Study: Building Trades of Alberta achieves a more modern, relevant brand with Brand Matters

Building Trades of Alberta repositions 16 unions with Brand Matters

Building Trades of Alberta, an organization composed of 16 construction trade unions, faced stagnant market share and difficulty attracting new members, as they were perceived by younger audiences as unapproachable and irrelevant. They engaged Brand Matters to help reposition themselves as a more modern and relevant organization.

Brand Matters implemented a comprehensive rebranding solution, which included a new name, a new tagline ("The skilled trades advantage"), a refreshed visual identity, and a targeted online strategy. This new marketing strategy and identity system were designed to be relevant and motivating to key stakeholders. As a result, Building Trades of Alberta was successfully repositioned with a renewed brand to help regain its momentum in the market.

Building Trades of Alberta