333 Seymour St.
Vancouver, BC
The challenge was finding a creative partner who understood both the Kenworth truck brand heritage and Inland Group's operational complexity across diverse provincial markets, while delivering professional execution without the administrative overhead of traditional agency relationships or internal hiring processes. Inland valued direct collaboration with senior-level expertise rather than account management layers that create communication gaps and project delays.
Beginning in December 2023, we established a collaborative production partnership built on mutual respect and direct creative problem-solving. Rather than operating as vendor and client, we work as equals. Tom brings organizational knowledge and stakeholder requirements, while we provide creative direction and implementation expertise that serves Inland's sales and marketing objectives.
The partnership operates flexibly, scaling to meet varying project demands throughout the year. Some projects require rapid turnaround within established authorization frameworks, while others involve comprehensive creative development for larger initiatives. This operational flexibility ensures Inland accesses senior-level design expertise exactly when needed, without the constraints of retainer relationships or agency minimum project requirements.
Our methodology prioritizes understanding Inland's brand architecture complexity. Projects branded "Inland Kenworth" focus on the trucks themselves and dealer operations, while "Inland Group" materials emphasize the distribution channels, service departments, and operational support that embodies their tagline: "The Hard Work, Behind the Hard Work." Every creative decision considers how different customer segments across provincial markets approach purchasing decisions, ensuring creative execution serves specific business objectives rather than generic promotional approaches.
Master Tech employee retention branding addressed technician recruitment and retention challenges by creating an internal brand identity that celebrates blue-collar pride. Research with union mechanics, carpenters, and equipment operators informed the development of cultural signifiers that make being an Inland technician aspirational. The brand creates something larger than corporate identity that technicians wear proudly as a badge of professional identity and workplace belonging.
Dealership colouring books provide a thoughtful touchpoint for young visitors at dealer locations, keeping children engaged during family visits while cultivating positive Kenworth brand associations. The project generated enthusiastic response across Inland's dealer network and led to additional industry opportunities, demonstrating how well-executed small touchpoints create outsized business value through genuine customer appreciation.
Ongoing implementation support spans Power Picks monthly promotional campaigns that drive parts sales and inventory management, specialty logo development for employee programs and sponsorship activations, billboard campaigns, print advertisements, and seasonal initiatives. This breadth of work demonstrates deep brand fluency across diverse operational requirements. The relationship has evolved over two years from initial project work to trusted creative partnership with expanded authorization and deeper strategic involvement, providing Inland with consistent senior-level execution that makes their marketing team's job easier.
