Unifying Canada’s Event Powerhouse with a Bold New Identity
Scope
Brand Strategy
Naming Development
Visual Identity
Website
Brand Video
Branded Merchandise
Corporate & Marketing Collateral
Branded Environment
Brand Guidelines
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Chair-Man Mills Corp. (CMMC), Canada’s leader in event rentals for over 112 years, faced a significant challenge. Despite being a national provider with 9 distinct brands, customers primarily engaged with these brands individually.
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As a result, many were unaware of CMMC’s full scope of capabilities, limiting the company’s potential to communicate its leadership as a cohesive event solutions provider.
The need for a unified identity became critical as the company expanded through acquisitions. CMMC’s fragmented brand architecture was holding it back from demonstrating the full range of its expertise. CMMC needed a bold transformation to unite all 9 brands under a single, compelling identity to continue growing and solidifying its leading national position.
CMMC turned to Jacknife to reimagine its brand and create a unified master brand that would reflect the company’s national reach and expertise. We began by developing a comprehensive brand strategy that included restructuring CMMC’s brand architecture. The goal was to integrate CMMC’s 9 brands under a single master brand and position the company as Canada’s premier event solutions partner.
This new strategy led to the creation of Element, a master brand that symbolizes the essential building blocks of any event. The name reflects the essential components that define Element—People (customers and employees), Places (events and venues), and Things (rental furniture, glassware, décor, and more).
The new visual identity system featured a dynamic logo with subtle curves and contrasts, reflecting Element’s ability to create elevated experiences. Core design elements—circle, square, and triangle—represented the three essential elements of events. These shapes were arranged in visually dynamic ways to embody the brand’s energy and coordination. A comprehensive set of brand guidelines ensured consistency across all communications.
We developed comprehensive brand guidelines to ensure consistency across all communications, laying the foundation for a cohesive brand experience. Key pages of Element’s website were designed to establish a strong digital presence, clearly communicating the brand’s full capabilities. In addition, we produced a compelling brand narrative video to introduce Element’s transformation, positioning the company as a premier event solutions partner.
The rebrand extended into the physical world with eye-catching vehicle fleet branding, uniforms, and corporate and marketing collateral, ensuring a unified and professional look across all touchpoints. To build excitement, Jacknife created launch communications for employees and customers and press ads, effectively unveiling Element’s new identity to internal teams and the broader market.
Element’s launch generated immediate industry buzz, quickly establishing itself as more than just a new brand—it became a conversation starter. Event professionals, corporate clients, and industry insiders took notice, recognizing the bold move to unify nine distinct brands into a seamless, sophisticated identity. The rebrand was met with enthusiasm, with audiences praising its clarity, premium aesthetic, and strategic precision.
As some clients have noted, this is a brand built to last—sophisticated and unique, with the ability to scale and grow while maintaining its premium positioning in the market. The transformation not only strengthened brand recognition and trust but also solidified Element’s status as a leader in the event industry.
Our strategic partner, Jacknife, was instrumental in shaping our new Element brand identity. Taking time and great care to understand our brand legacies and bold strategic ambition, they really captured the essence of our brand strategy within Element. With brilliant creative leadership, strategic insight, and a collaborative approach, they helped us to manifest our strategy into a new brand entity that respects our past while positioning us for the future with a contemporary, relevant and elevated brand identity.
