Rocky Mountain is one of two new Taxi clients in Western Canada
Rocky Mountain Dealerships has tapped Taxi‘s Calgary office to oversee a complete brand makeover and communicate its new corporate image to both customers and employees.
Rocky Mountain, a large Calgary-based agricultural and construction equipment dealership, needed a new brand following the merger of several smaller corporate entities. Taxi is the company’s first ever AOR.
“We had 37 branches in Western Canada operating under three separate names,” said Laird Munro, Rocky Mountain’s general manager of marketing. “We needed a brand that would leverage the power of those branches and the size and history of the company.”
Ben Tarr, business development manager for Taxi West, said the Rocky Mountain account is a “mammoth” win for the agency’s Calgary shop. “It is now our biggest piece of business there. We are starting from scratch and expect to roll out a brand campaign by mid-2012.” This will include an overhaul of the look and feel of the retail outlets, including point of sale materials and signage.
Munro said Taxi was chosen to steer the re-branding because his company is starting from scratch with its image. “There are lots of agencies who can re-work a brand, but when it comes to conceptualizing a new brand and making it visible in the marketplace, Taxi is head and shoulders above everybody else.”
The family-run company was acquired by Tricor Pacific Capital in 2007, explained Chris Zawada, senior designer for Taxi Vancouver, and “to create the new identity, we immersed ourselves in the business, hairnets and all, to understand the internal culture and determine how it had changed” after that acquisition.
The resulting brand rollout included a new logo, tagline, signage, vehicles and a packaging system.