Enterprise Rebrand
Country Base: Canada
Industry/Sector/Keywords: Institutions/Non-Profits, Engineering, Geoscience, Academic, Institutions

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

The Association of Engineers & Geoscientists British Columbia (APEGBC) regulates, supports and promotes the engineering and geoscience professions in British Columbia, Canada.


While APEGBC was a solid and respected organization, their brand had become tired and due to rapid growth, the visual and verbal identity of the brand had become very fragmented.


The guiding brand idea that every element of the brand would be built around was established as: For Ethics. For Excellence. For Progress. This talked to their unparalleled code of ethics, their constant focus on excellence to build and protect the prestige of their professions and their pursuit of progress and peace of mind for all at an individual and societal level. The acronym APEGBC was dropped in favor of the clearer ‘Engineers and Geoscientists BC.’ The name is accompanied by a newly defined visual identity, which reflects the association’s role as a modern, progressive regulator that works in the public interest. The diamond logo is representative of both the natural and built world that engineers and geoscientists work within. The lower half is symbolic of what lies below the surface and the upper half, the built environment that lives above the surface.


The new brand is being rolled out slowly and annual tracking studies with employees, members and the general public are in place to measure effectiveness. However, proactive feedback has been extremely positive with members calling the new brand identity “strong,” “modern” and “professional” – all key elements that had been missing for Engineers & Geoscientists BC.


Client: Engineers & Geoscientists British Columbia – www.egbc.ca

Marketing Team: Maria-Carmen Kelly, Megan Archibald, Deesh Olychick and Melinda Lau

Brand Strategists/Designers: Twice/DDB – www.twicebrand.com

Creative Director: James Bateman
VP Brand Strategy: Rob Newell
Associate Creative Director: Tim Hoffpauir
Designer: Kane Tchir
Senior Copywriter: Kevin Rathgeber
Senior Designer: Monica Martinez
Business Director: Dylan Ballentine
Business Director: Roger Nairn
Digital Artist: Laurel Miller