At the intersection of safety and innovation is Energy Safety Canada (ESC), the esteemed national safety association for Canada’s energy industry. Recently, the organization embarked on a transformative rebranding project with Maverick Agency. The goal was mission critical: strategically evolve ESC’s brand platform to reposition them in line with the evolving demands of Canada’s energy sector.

ESC’s pivotal role facilitating and fostering safer workplaces and job sites through education and training, resources and data, and community engagement and collaboration demanded a brand that resonated with internal teams and external stakeholders. The challenge was to advance their brand while preserving their established identity as a leader in energy safety.

Leveraging our energy sector experience and strategic bench strength, Maverick initiated a comprehensive brand audit, delving into ESC’s existing brand architecture, market positioning, and industry trends. This deep dive uncovered crucial insights and opportunities for differentiation, serving as the cornerstone for a transformative strategy.

Our team carefully crafted a strategic framework to ensure ESC’s brand evolution would meet both organizational and industry needs and goals. This was not just about aesthetic changes; it was about getting buy in across the organization and infusing ESC’s brand with a resonance that would build cohesion and enthusiasm among diverse key audiences.

Overhauling the organization’s visual identity was at the core of this transformation. From logo redesign to nuanced colour palette and typography updates, every element was purposefully crafted to elevate ESC brand, while maintaining existing brand equity. Subtle changes included building a new container with rounded corners to house the logo, new multi-dimensional photography treatments, and a series of collateral templates the team could use as they rolled the brand out across the organization.

The project also led to the redesign of a multitude of internal and external facing marketing materials, including advertisements, business development pieces, training guides, newsletter bulletins, and conference and trade show assets.

The outcome? Maverick Agency’s strategic rebranding efforts helped ESC position itself as an adaptable and innovative industry force, ready to meet the energy industry’s evolving needs while continuing to champion workplace safety.