CAMPAIGN STRATEGY & CREATIVE IDEA • BRAND MESSAGING • BRAND VIDEO • MARKETING COLLATERAL
Merkley Supply
Opportunity
Founded in 1900, Merkley Supply has built an enduring legacy in Ottawa. Iconic landmarks like the Ottawa Civic Hospital and Supreme Court of Canada were built using Merkley’s masonry materials, and their distinctive “Rideau Red” bricks are a hallmark of the city’s architecture. But in recent years, the local construction industry has undergone significant changes. A generational shift among buyers, and the rise of new, discount-driven suppliers made it crucial to highlight Merkley’s unmatched quality, experience and relevance.
Solution
As a family-run business, Merkley prides itself on quality products, expertise and exceptional client care. We updated their corporate ID to better show what they stand for — and created a campaign that highlighted Merkley’s long-standing experience and explained why quality and reliability matter so much in construction. The proposition, “Passion built into the foundations of Ottawa,” captures their legacy of success and positions them as the trusted choice for important projects.
Result
To bring this message to life, we refined their brand identity and subtly highlighted their 125-year heritage. In addition to redesigning Merkley’s website, we created an integrated campaign that features historical images, sourced from the City of Ottawa archives, to showcase their long-standing contributions to the city’s architecture. Through billboards, bus shelter ads, digital ads, social content, magazines and podcast ads, we reinforced their status as a cornerstone in the construction industry — setting them apart from competitors.
