Wajax distributes thousands of incredibly diverse products ranging from huge mining equipment to the tiniest of ball bearings. To communicate their strong relationship with their people and their customers, Wajax introduced the positioning statement – Together we get more done. Overtime, it became apparent that their branding campaign needed to evolve to better communicate this positioning.

what we did

A secondary message – in the field | on the site | in the plant – was introduced to underscore Wajax’s commitment to be where their customers work and to work alongside them to get the job done.

Updated creative incorporated images of people who work in the industries Wajax serves from construction and mining, to fisheries and food production, and people who are deeply passionate about their equipment and the work they do and are proud to be a part of the industries that build our communities and country. By incorporating people, the messaging has shifted from purely selling a commodity to communicating the value of the people behind the equipment that make this country run.

campaign elements


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