Our Work - Alberta One Call Rebrand - ZGM Collaborative Marketing

collaborative marketing

what we've done.

Project:

Alberta One Call Rebrand

Client:

Alberta One Call

Year:

2012 - 2013

AFTER 27 YEARS, IT WAS TIME TO BURY AN OLD LOGO AND DIG UP A NEW BRAND IDENTITY. CAREFULLY, OF COURSE.

THE CHALLENGE

The province of Alberta is booming with construction projects, both large and small. And whether you’re a homeowner planting a shrub or a contractor building a new condo complex, your first move should always be the same: ensure it’s safe to dig before your shovel hits the dirt. For years, Alberta One Call has championed the “Call Before You Dig” message and awareness for the call to action was strong however the organization had grown significantly and focus was shifting to online. We needed to revitalize the brand to reflect the evolution of the organization and the vision moving forward.

THE SOLUTION

In spring 2012, we helped Alberta One Call launched its new brand which included a new logo and tagline, an updated website and fresh collateral with a unified look and feel. Content was updated for consistency and to reflect a new, illustrative approach to presenting information and instructions. The traditional “Call Before You Dig” call-to-action was replaced by “Click Before You Dig”, referring to going to their website to make a utility locate request. Since they had been taking web-based locate requests for 15 years, and more and more people were using the service this way, rebranding to “Click Before You Dig” was a natural progression. We redesigned a clean website that is representative of the new brand while also providing homeowners and contractors with more efficient access to updated information and online locate requests.