MediaStyle builds a brand with CBTU

Canada’s Building Trades Unions (CBTU) is the national association representing 14 international construction unions, over half a million Canadian workers in the building, construction, fabrication and maintenance industries.

CBTU members work in over 60 different trades and occupations and generate 14% of Canada’s GDP.

In Canada, women represent only 4% of the construction trade workforce. In other skilled trades, that number is even smaller. We wanted to ensure the program brand, communications strategy and videos would help increase those numbers year-over-year.

What did we do?


CBTU needed a new identity and a new name for a national program that promotes, supports and mentors women in the skilled construction trades. MediaStyle created the “Build Together” brand by collaborating with key members in design-thinking workshops to discover what they thought about their industry. Starting with a communications strategy, we built a brand that allows all the trades to be represented within the visual ID system called “Build Together”. We communicated this new brand through t-shirts, brochures, trading cards and a video.

Monument video

The CBTU created a public campaign asking artists to forward their submissions for a monument to celebrate the men and women who work in the building and construction trades and to commemorate the losses they have endured in carrying out their work. We created a video that captures the spirit of national monuments and inspires artists to submit their ideas.

Conference Coverage

MediaStyle’s onsite events team ensures photos, videos and interviews from the annual CBTU conference are online within hours of the booths coming down.

Sign up for our rad newsletter