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West Canadian Digital Imaging rebrands itself


June 17, 2021
By PrintAction Staff

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Newly rebranded WCD is a Calgary-based digital on-demand print and information solutions company. Featured in this image are president and CEO Karen Brookman (left), her sister and marketing vice-president Jennifer Brookman (centre right), Karen’s husband and CFO Allan Megarry (right), and company chair, George Brookman (centre left). Photo courtesy CNW Group/WCD

West Canadian Digital Imaging, Inc., a provider of digital print, signage and document management services since 1952, has launched a new corporate brand identity and name. The organization will now be known as WCD. Among the changes will be its logo, building and delivery fleet signage, and website domain name to www.wcdconnect.com.

The rebrand is part of the company’s strategy to evolve its business and create a foundation for new and emerging opportunities. A review of the corporate strategy began in late 2019 and was then extended due to the COVID-19 pandemic. The company’s leadership team used the additional time to thoroughly review the organization’s direction, the growing impact of technology in the field, and how customers were using print and information services in the rapidly changing work environment. Interviews with employees, customer surveys, focus groups and an expert advisory team helped shape the rebrand and new direction for the company.

The branding research determined the company’s current brand identity no longer accurately reflected the organization’s national reach and growing set of digital on-demand print and information solutions. The new WCD identity embodies an organization that is reinventing itself, but is still very committed to its roots and the legacy it has built in its core markets.

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“This is an exciting change for us that reinforces our direction as a digital company that provides print and information solutions to our business customers, and, ultimately, to their customers. We are focused on WCD’s value proposition and what our people bring to the market. While our commitment to the customers and communities we have always served will not change, there is now greater potential for us to grow the scale and scope of our operations and show what a proud Alberta-based company can bring to other markets. We believe the new WCD brand positions us perfectly for such opportunities,” said Jennifer Brookman, vice-president of marketing at WCD.

WCD is currently updating its building signage, delivery fleet, customer sales materials, website and social media channels to reflect the new branding.