333 Seymour St.
Vancouver, BC
In early 2023, BCMEA required comprehensive visual communications support to establish standardized brand direction and strengthen their position as industry advocates rather than adversaries. The organization lacked documented visual guidelines and consistent creative direction across their extensive stakeholder communications, from government relations and member advocacy to public safety campaigns and recruitment initiatives.
The challenge intensified in 2024 when their original branding agency abandoned the relationship mid-rebranding, leaving BCMEA without transition support, concrete brand guidelines, or integration strategies for hundreds of existing touchpoints. This created an urgent need for strategic creative partnership capable of managing complex industry communications while maintaining credibility with union partners, government stakeholders, and maritime employers.
Beginning as project-based support in early 2023, the relationship evolved into comprehensive strategic partnership serving as an integrated extension of BCMEA's communications department. Initial foundation work involved stakeholder interviews with Communications Manager Jenny Oan, Director of Public Affairs Marissa Chan-Kent, and VP of Government Affairs Rob Mackay-Dunn to establish four primary brand attributes: inclusive, personable,reliable, and innovative.
Systematic market research and competitive analysis identified illustrative visual approaches as most effective for maritime industry social media communications, positioning BCMEA as accessible advocates rather than corporate entities. Every creative output was filtered through a"waterfront perspective," highlighting safety standards, training excellence, and member advocacy while countering negative union portrayals of the organization.
The strategic framework emphasized systematic documentation of processes, comprehensive brand asset development, and sophisticated stakeholder coordination across multiple audience segments including government officials, maritime employers, waterfront workers, and general public constituencies.
2023 Foundation & Systems Development: Established comprehensive visual communications framework including 47 days-of-significance social campaigns covering cultural, religious, and industry-specific recognition events. Developed employee spotlight series, 10-year anniversary campaign materials, and complete icon repositories across five categories: Community, Industry, Commodities, Economic, and Department-Specific applications.
2024 Crisis Management & Brand Transition: Navigated organizational rebranding abandonment by coordinating with White Canvas Design for brand guideline completion while managing integration across hundreds of touchpoints. Coordinated fleet graphics production for 10 terminal vehicles plus complete Ford F-150 Lightning wrap, managing contractor relationships, installation supervision, and vehicle delivery coordination. Developed comprehensive campaign materials including MyBCMEA web application launch support, violence and harassment policy communications, BC Lions LED stadium advertising,and recruitment materials spanning digital, print, and environmental applications.
2025 Strategic Expansion & Recruitment Focus: Implementing recruitment-focused photography documentation of waterfront training facilities and equipment. Continuing systematic support across all communication requirements including policy documentation, promotional materials, trade publication advertising, and government relations support.
Ongoing Strategic Value:
