Brand development
Tagline development
Strategic planning
Digital presence
Content creation
Event management
Public relations
Inter Pipeline took on the ambitious project of building a first-of-its-kind petrochemical facility producing recyclable polypropylene in Fort Saskatchewan, Alberta. The >$5 Billion investment represented a huge economic milestone for Alberta’s energy industry. The challenge presented to Vera Causa: name, brand, and develop a long-term go-to-market strategy for the first-of-its-kind producer in North America.
We conducted extensive customer intelligence and research to better understand market needs and determine positioning. Commodity buyers were looking for new energy and a change-up from the status quo. They were increasingly looking for partners committed to sustainable, future-focused solutions, backed by personalized service. The company’s business model was designed by the industry, for the industry. Based on research findings, we developed a name, brand promise, and accompanying brand style guide, as well as the following components to support a brand launch.
Heartland Polymers exemplifies how a fresh approach and bold vision can reshape an industry. As we continue our partnership, our goal remains clear: to deliver lasting value for both Heartland and the communities they serve by promoting a people-first, future-oriented brand that champions innovation and sustainability.
“Building the HPC production complex and then naming, branding, and bringing Heartland Polymers to the marketplace is the single biggest effort in Inter Pipeline’s history. We couldn’t have partnered with a better team to mine the deep in sights and create a fresh new brand that put us on the map.” - STEVEN NOBLE, MANAGER OF CORPORATE COMMUNICATIONS/ INTER PIPELINE
