In a tight competitive race with Telus, Bell and Rogers, Calgary-based Shaw Communications has launched a comprehensive rebrand, including a new long-term marketing platform, logo and corporate identity.

"The entire [telecommunications] industry is in a state of much higher competition so quick brand recognition is more important than ever," said Katherine Emberly, Shaw's VP of marketing. She said that Shaw embarked on the rebrand to create consistent branding across its various service lines (TV, Internet and Phone). The rebranding work was done by Rethink Vancouver.


"It's the biggest job I've undertaken in my career," said Rethink partner/co-creative director, Chris Staples. "Over 200 components, including boxes, business cards, website, on air graphics, TV and radio spots, direct mail pieces launched this week or will be rolled out within the next six months," he said.

It was also a very quick job; Rethink started on the project in June 2012. Why the tight deadline? Explained Emberly: "Well, I think we really knew what we wanted to do so it went fairly quickly. And, we wanted to launch prior to the Christmas rush."

The aim of the marketing platform is to emphasize Shaw's reputation for quick and friendly customer service and its strong physical infrastructure (its cable network). "Shaw is famous for its great people and having the best pipe," said Staples. "We wanted to combine the two and bring the technology to life." The result, from an idea eminating from Shaw's in-house creative department, is an animated 'bot world; customers are taken inside Shaw's pipes and introduced to two delivery robots, Bit and Bud, who scurry through the pipes to deliver services to customers. Animated sequences were done by Portland, OR-based animation company LAIKA. The first set of TV, radio and print ads set the scene. Later spots will carry the narrative forward. And further down the road two other animated characters, Biz, a female bot, representing Shaw Business services, and Beam, representing its Shaw Direct (satellite) service, will be introduced into the mix. The Beam character will live in the satellite. Used throughout the marketing platform is a new tagline: "You won't miss a thing."


And that tagline and other headlines when read on the website, or in a print ad or as a super on air will be in a new custom typeface developed as part of the rebranding project. "For now we're calling it Shaw Pipeline," said Staples. He added that a unique, exclusive typeface really helps differientiate a company from its competitors. The type design work was done by Ian Brignell Lettering Design in Toronto.

Shaw Pipeline is also used in the new logo. "The logo was not part of the initial ask," said Staples. But once the other work was underway it became clear that the existing logo would look dated. "The all caps and italics made it a very 1995 logo."

Staples explains that there was equity in the previous logo's 'ellipse' graphic element. The ellipse was retained and revamped to look like the rounded wall of a pipe looking in — as well, perhaps as the smile from an emoticon.