Western Forest – Brand & Digital
Resetting a legacy brand for a new era of leadership, performance, and partnership.
Western Forest Products is a publicly traded Canadian forestry company with a lineage dating back to 1954. Over the decades, Western grew through mergers and acquisitions of entities with different specialisms, cultures, and operational philosophies. What it lacked was a unifying brand, a shared culture, or a modern expression of its purpose.
3,500
Direct and contracted workforce.
A new CEO and leadership team recognized that the business was entering a period of profound change. The sector faced relentless external pressures, including US tariffs on lumber, shifting regulatory conditions, and evolving expectations from governments, First Nations, environmental groups, and communities on Vancouver Island. Internally, employees who had spent their entire careers inside one of the legacy companies needed clarity on what the new Western stood for. With so much at stake, the leadership team made brand transformation a strategic priority and selected Frank Strategy as its partner to lead the work.
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Interbrand has been the world’s leading brand consultancy, for 50 years – having pioneered iconic work and forged many of the brand building tools that are now commonplace. We know that in an age of abundant choice and speed of innovation.
Client quote Businesses have a predictable lifecycle. Brand Strategy functions to enhance performance at each stage, maximising commercial potential.
Ryan Beedie, Owner, Beedie Development
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79,000
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