As a leader in standards research, development, education and advocacy, CSA Group had helped improve the safety of people in Canada for nearly a century. Over that time, it had also achieved significant global expansion, including the U.S. market, which added sizable competition. Realizing that its brand expression and position did not adequately reflect its innovation and full potential as an organization, CSA Group needed to elevate its presence as an undisputed industry leader—and prepare itself for the next hundred years.
OX partnered with CSA Group to rethink its overall brand strategy, crafting a new purpose statement and redefining the brand’s personality, identity and expression system. To bring the evolved brand to life, we created comprehensive guidelines with a redesigned website and a full suite of integrated marketing communications and templates. We then launched the brand through a series of new materials commemorating CSA’s Centennial Celebration, engaging both internal and external audiences.