West Canadian Digital Imaging announces rebrand to WCD

West Canadian Digital Imaging Inc., a provider of digital print, signage and document management services since 1952, 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 (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, the company said. The branding research determined “West Canadian Digital Imaging” no longer accurately reflected the organization’s national reach and growing set of digital on-demand print and information solutions, especially as it expands outside of its home province of Alberta.

“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.” — Jennifer Brookman, Vice President of Marketing

The family-run, Calgary-based company had previously announced a new leadership team as George Brookman passed the reins to his daughter Karen Brookman who became President and CEO in November 2019. Brookman assembled a talented leadership team including here, Jennifer Brookman, Lindsay Duprey, Allan Megarry, Rob Steed, Thomas Cancilla, and Bill Stevens. George Brookman remains active with the company on the rebrand and with corporate strategy as its Chairman.

“Under George’s leadership, the company grew and evolved successfully over 36 years and earned a sterling reputation for customer service, quality work and innovative thinking. As our leadership team builds the next generation of the company, we want to accurately reflect our history and reputation while pursuing new markets and geographies. The market research we did confirmed that evolving our name, rather than completely changing it, was the appropriate strategic move for us.” — Karen Brookman, President & CEO

Orange Door Direct, the Company’s in-house design agency, will now be known as WCD Creative Services as part of the rebrand. WCD is currently updating its building signage, delivery fleet, customer sales materials, website, and social media channels to reflect the new branding.