CASE STUDY
Atlantic Equipment Services
Navigating a Brand's New Voyage
our objective
“Creating a brand that resonates with the existing customer base while appealing to new markets, all within the unique cultural context of Atlantic Canada.”
With over 50 years of experience, Atlantic Equipment Services, formerly known as Walker Gas & Electric and Atlantic Restaurant Supply, serves as an authorized service center for leading commercial kitchen equipment manufacturers.
who is Atlantic Equipment Services?
Our mission was clear: to craft a brand that not only resonated deeply with the existing customer base but also cast its charm on new markets. And we did it, all while embracing the unique cultural context of Atlantic Equipment Services ! Keep reading on just how we did it!our impact
“The Heritage Food Service Group has been working with Markayting for almost 3 years. Kaylesha's (owner) expertise in the area of branding and marketing has been key in helping our company improve and extend our marketing reach. Kaylesha's high engagement makes Markayting an important contributor to our overall success.”
- Ken Beasley, President- Heritage Service Group Canada (Parent Company of Atlantic Equipment Services)Atlantic Equipment Services, a key player in commercial and restaurant equipment service, embarked on a significant rebranding journey with Markayting Creative. This project was part of an acquisition strategy, transitioning from Walker's Gas & Electric and Atlantic Restaurant Supply to the newly formed Atlantic Equipment Services. Our agency played a crucial role in the rebranding process, ensuring the new brand identity retained its maritime roots and Atlantic Canada feel, symbolized by the inclusion of tartan in the branding elements.
Project Overview
The primary challenge was to seamlessly integrate two established brands into a new, unified identity without losing the essence of their individual legacies. The goal was to create a brand that resonated with the existing customer base while appealing to new markets, all within the unique cultural context of Atlantic Canada.The Challenge
Our Approach:
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Developed a comprehensive strategy to merge Walker's Gas & Electric and Atlantic Restaurant Supply into Atlantic Equipment Services, creating a cohesive new brand identity.
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Ensured the new branding paid homage to the maritime heritage and Atlantic Canada's cultural nuances, including the use of tartan patterns.
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Created marketing materials in both English and French, considering the linguistic diversity of the region.
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Worked closely with stakeholders from both legacy brands to develop a brand identity that reflected the merger's synergies.
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Provided a range of services including website redesign, social media management, and the creation of bilingual printed materials.
Execution
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The rebranding to Atlantic Equipment Services was well-received, effectively capturing the essence of their place int he market.
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The updated branding and marketing efforts led to increased recognition and customer engagement across Atlantic Canada.
Results & Impact
FUTURE PLANS Ongoing Marketing Partnership
Markayting Creative Agency continues to support Atlantic Equipment Services in their marketing endeavors, ensuring the brand remains vibrant and relevant in its market.
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