Who: Established in 1984, Drain-All Ltd. is a family-owned environmental, industrial and plumbing solutions company that supports the industrial, utilities, municipal, institutional, commercial and residential sectors in Ontario and Quebec.
How: Drain-All reached out to Baytek in need of a full brand transformation, including their web and marketing efforts. After an in depth discovery session with the management team, it was clear there was some brand equity to be carried over. As the Drain-All fleet of vehicles are often seen around Ottawa and beyond, it was imperative to have some continuity such as the colour palette and even the focus on the “D” from the name. The consensus was that the existing logo was too complicated, and a simplification was seen as a path forward. With that mandate in hand, the creative team went ahead with their research and started conceptualizing different approaches to refining the “D”. The final design was chosen, and then the spotlight switched to the website, something incredibly important to their new focus on larger industrial clients. The result was a beautiful, engaging website utilizing the amazing custom photography from Marianne Rothbauer.
Visit the website | View case study
Who: Established in 2004, Women in Nuclear Canada (WiN Canada) are a non-profit association made up of six chapters that aim to advocate, educate, build networks and promote career interest for the Canadian nuclear industry.
How: WiN Canada came to Baytek in the middle of last year with a need to refresh their brand and web presence. It was an interesting project to take on, as while they are part of a global organization (Women in Nuclear Global), they had the autonomy to create their own brand’s look and feel. The first item on the agenda was to have a discovery session, which involved most of the board, and then that was summarized in the discovery document. Our design team took this blueprint and ran it with it – creating an exciting, bold direction for the brand that felt unique yet appropriate. This was then taken into the website, using the brand’s colour palette and image treatment as a focal point.
Visit the website
Who: The Canadian Secure Token – Governance Authority (CST-GA) is the national governance authority tasked to ensure the successful and effective deployment of the STIR/SHAKEN governance framework in Canada, to enable carriers to provide consumers with a measure of trust in caller ID.
How: For the logo mark, we wanted to created an abstract design that represented in some way what the organization stands for. In that respect, we chose the symbol of a shield to represent security – this can be found in the negative space of the mark. Secondly, we wanted something to surround the shield that would represent the governance authority – these are the repeating abstract shapes that make up the design. They also represent positive forward motion and a synergy of communication. The Canadian aspect is represented using the colour red. The website design followed the established brand with a simple yet modern user experience, with custom built infographics.
Sincere thanks to you and the Baytek team for the design, development and delivery of our new website and member portal, we are delighted! From the discovery stage through to deployment it was clear that Baytek were invested in delivering a product that reflected our organization. The team at Baytek translated our message into a professional and engaging web design as well as a well-organized, intuitive member portal. We look forward to continuing our relationship and wouldn’t hesitate to recommend Baytek to other small businesses.
Visit the website
Who: Established in 1997 at the direction of the Canadian Radio-television and Telecommunications Commission (CRTC), the Canadian Local Number Portability Consortium (CLNPC) is an organization wholly owned by more than 60 local exchange and wireless carriers in Canada. Local Number Portability (LNP) permits landline and wireless subscribers to retain their telephone number(s) when they change service providers.
How: Almost 10 years ago, CLNPC approached Baytek to create a new brand identity and some marketing collateral. A decade later, we got the chance to refresh their web presence. So utilizing the brand we created, we set about designing a modern, clean website design that spoke to all their target audiences. The result is a simple, yet stunning WordPress website design that not only looks great on desktop, but is responsive and so looks amazing on mobile and tablet too.
Visit the website
Who: Founded in 1998, WaterPower Canada (WPC) is the national trade association dedicated to representing the interests of the waterpower industry. Its 50+ members span the breadth of the sector and include waterpower producers, manufacturers, developers, engineering firms, organizations and individuals. WaterPower Canada members represent more than 95% of the waterpower installed capacity in Canada, advocating for the responsible development and use of waterpower to meet our present and future electricity needs in a sustainable manner.
How: WaterPower Canada (formerly HydroPower Canada) approached Baytek with a new name and the need for a new website. The new name meant a chance to completely rebrand the association and help put the industry back into the minds of Canadians – it does, after all, generate more than two-thirds of Canada’s electricity. After a key messaging session, we set about a complete rebranding exercise. The idea was to include more of a Canadian presence to the logo mark, while still retain elements that really defines the industry itself. The result is a modern, unique mark that is simple yet embodies what WaterPower Canada represents.
Working with Baytek was a real pleasure; from the planning phase through to execution, they made sure we could get a hold of them quickly and worked with us with great flexibility to ensure the final product was as we envisioned. The team has great creative ideas, is able to guide teams through sometimes complex decision making while always being pleasant and responsive. Well done!
Visit the website | Visit the full case study
Who: Since 1994, Raymond EMC (REMC) has provided government, high tech, military and medical clients with high-quality RF shielded enclosures and anechoic chambers. Throughout, they have built the company’s reputation for delivering extraordinary client service on projects of all sizes. REMC prides itself on being an industry leader in product quality and performance while providing unmatched client care and product support throughout the design, fabrication and installation process. Their dedication to excellence leads to long-term relationships with their customers.
How: REMC came to Baytek with a specific goal in mind – they wanted to further expand into the US market, but they knew their existing brand and website was preventing them from making the push. So, after some discovery and research, we set about modernizing and simplifying the logo identity and brand. This led us to focusing on the R mark and giving it a technology feel – coupled with the modern sans serif font (which we modified), the branding started to take shape. We worked on all of their marketing materials – from advertisements to trade show booths – to further enhance the look and feel of the company. We recently launched their new website to a fantastic reception, and look forward to continue our relationship as a marketing and design partner.
Sebastien and the Baytek team have done an outstanding job for Raymond EMC. Not only have they updated our branding, worked tirelessly to create a new and exciting website, but have taken on even the mundane work of some of our marketing and messaging material. They have equipped us to present an industry leading brand. Highly recommended!
Visit the website | Visit the full case study
Who: Founded in 1981, CAPCORP has since become one of Canada’s leading independent financial services companies. Their clients range from large national organizations to the individual investor. Their success is derived from a commitment to developing and maintaining quality, long-standing client relationships. Their independence allows clients to access products offered by most insurance companies, trust companies, and other financial institutions in Canada. Their longevity attests to our reputation as a solution-driven company offering expert advice and lived experience to business owners across the country.
How: As a long time client of Baytek’s, we knew CAPCORP intimately. Even so, we facilitated a key messaging and strategy session to really understand where CAPCORP wanted to be. From there, we developed a corporate brand and website that allowed them to stand head and shoulders above the competition. As part of the rebrand, we also took all of the corporate photography, including abstract imagery and headshots.
Visit the website
Who: Located within the highly desirable Golden Triangle District of Ottawa, Coachman Apartments offers affordable urban rentals to those looking to experience the downtown-living lifestyle. Bordered by Elgin Street’s restaurants, bars and boutiques to the east, and the picturesque Rideau Canal to the west, the location also boasts parks, nearby transit and historic landmarks such as Parliament Hill and Confederation Park.
How: Beginning with an involved strategy session, we discovered the key audiences for Coachman and built out a brand and website that would engage with them and result in new inquiries. With a focus on elegance, we moved from the image of the coachman to the horse – the beautiful beast that is pulling the coach. Combined with the modern typography and colour palette, we have put together a brand that defines the downtown-living lifestyle.
Visit the website
OK, I’ll confess – this is not really a battle. More of an explanation. Being a company that offers branding services, we get a lot of questions about what branding is and how it differs from logo design. The fact is that logo design is part of branding – a large part of it, but still, just a part. A lot of agencies will offer logo design as a service, on par with web design, graphic design, print design and so on. There is nothing particularly wrong with that, but it’s not our philosophy. We feel in order to create a truly great logo that works for a company, you first need to establish the promise and the expectations that will reside in the target audiences. You can’t do that by jumping headfirst into logo design and offering up three designs for your client to pick from. That’s like fighting the competition with a blindfold on.
Continue reading “Branding vs Logo Design”
Who: Carefirst Solutions is a new social enterprise management consulting firm that was established as a subsidiary of Carefirst Foundation. Their mandate is to promote excellence and innovation in the non-profit-health sector through the spread of integrated health solutions, sound strategy and business operations, and methods of continuous improvement.
How: As an organization operating in the health space, Carefirst Solutions’ philosophy is to promote excellence and innovation in the industry through the spread of integrated health solutions, sound strategy and business operations, and methods of continuous improvement. We wanted to reflect this in the brand and the website. The idea of connections and systems are seen in the logo mark, and the website itself pushes the boundaries of design in the health sector. The colour palette was chosen to represent the compassion and understanding that Carefirst Solutions brings to the table.
View the case study