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205 – 1095 Bute Street
Vancouver, BC
Canada

778.316.4043

Wall on the Fly Communications works with clients to develop comprehensive and consistent brand assets from positioning statement and logo through to website and narrative content. 

Let us help you tell a better story. 

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Rebranding Canadian Pacific

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PRECISION RAILROADING:
REBRANDING CANADIAN PACIFIC

CLIENT: Canadian Pacific Railway
ROLE: Creative direction + brand Strategy*

*while employed as Director of Creative Strategy at Edelman Vancouver

A change of leadership and a new operations strategy transformed the Canadian icon overnight. Now it was time to tell the story of the new CP to the rest of the world. Along with redesigning the logo,  we created a positioning statement and brand values which informed the language and personality of all communications moving forward from advertising to branded content for the website, national sponsorship ads and their CSR program.

 The storied history of the Canadian Pacific logo.

The storied history of the Canadian Pacific logo.

 The simplified design was inspired by the graphic that adorns the front of their locomotives, literally what drives their business.

The simplified design was inspired by the graphic that adorns the front of their locomotives, literally what drives their business.

Role: Creative Director
Written by Glen Edwards
Animation by FuturePerfect

Role: Creative Director + Writer
Directed and Edited by Mike Bernard


Sponsorship Campaigns

How do you connect showjumping, women's golf and railroading? Through the power of precision. 

Role: Creative Director
Written by Glen Edwards
Directed by Pat Holden


CSR CAMPAIGN

We were also asked to develop a national television ad for CP Has Heart, CP's CSR program. For this piece we suggested that while a railroad might be the arteries of a nation, at its heart lies community.

Role: Creative Director + Writer
Animated by FuturePerfect