A brand story built to position a Canadian manufacturer with clarity and conviction.
BJ Take Lighting is a Canadian, family-owned lighting manufacturer competing in a market dominated by large global players. Their challenge wasn’t product quality or capability. It was clearly communicating who they are, what they stand for, and why manufacturing in Canada still matters.
They needed a brand story that positioned BJ Take as a serious, forward-thinking manufacturer with deep roots in Canada, strong leadership, and a long-term commitment to building locally. The goal was to move beyond features and specs and instead tell a story about culture, scale, and belief in Canadian manufacturing.
We built a brand story designed to support sales conversations, recruiting, distributor relationships, and long-term brand positioning. The narrative focused on BJ Take’s family-owned foundation, leadership mindset, and belief that strong Canadian manufacturers are essential to a resilient economy.
Scope included:
The brand story is now used across BJ Take Lighting’s website, sales conversations, recruiting efforts, and distributor communications to clearly articulate who they are and what they stand for.
Internally, the video reinforces culture and leadership alignment. Externally, it provides a clear, confident narrative that differentiates BJ Take from offshore competitors and supports higher-trust conversations with partners and customers.
The asset continues to serve as a foundational piece as BJ Take grows its presence and reinforces the importance of manufacturing in Canada.
