Strategy x Jacknife Feature: Element Event Solutions Rebrand
October 3, 2024
Share
Strategy Magazine Highlights the Elemental Rebrand of Chair-man Mills Corp.
Strategy Magazine, a leading Canadian publication reporting bold ideas in the marketing world, recently highlighted the rebranding of Chair-man Mills, now known as Element Event Solutions, a project led by Jacknife.
Chair-man Mills Corp., a trusted name in Canada’s event industry for over a century, has officially rebranded as Element Event Solutions, with help from the creative leadership of Toronto-based branding agency Jacknife. This rebranding marks the unification of 9 prominent event rental companies under one powerful national brand platform, setting a new gold standard for event solutions across Canada.
“Our strategic partners… helped us to manifest our strategy into a new brand entity that respects our past while positioning us for the future… a brand that resonates with our stakeholders and is capable of building leading national brand recognition over time,” Allison Freeman, CEO of Element Event Solutions, tells strategy.
“Our goal was to maintain the trust and legacy of Chair-man Mills while crafting a brand that could lead the industry into the future,” says Kim Norwich, Creative Director at Jacknife. “Element Event Solutions isn’t just a new name—it symbolizes the essential foundation of the event industry. The company, its people, and its offerings come together like the core elements needed to create unforgettable experiences. Every aspect of the brand was designed to reflect this harmony of essential components, from the uniforms to the vehicle fleet, with growth, innovation, and customer satisfaction at the forefront.”
Since the rebrand, Element has seen a surge in customer engagement across its digital platforms, with an increase in event inquiries and brand awareness. The newly designed fleet, uniforms, and cohesive branding strategy have strengthened Element’s presence, making it a visible and trusted partner in the event industry.
Want to learn more about the rebrand? Check out our case study.
