Project Context
Chair-man Mills Corp., a trusted name in Canada’s event industry for over a century, has officially rebranded as Element Event Solutions, with help from the creative leadership of Toronto-based branding agency Jacknife. This rebranding marks the unification of nine prominent event rental companies under one powerful national brand platform, setting a new gold standard for event solutions across Canada.
The transition from Chair-man Mills to Element Event Solutions goes beyond a simple name change. It represents a strategic shift towards becoming Canada’s first truly national event solutions partner, offering everything from tents and décor to comprehensive project management services. Partnering with Jacknife, Element has modernized its look and repositioned itself as the go-to for nationwide venues, planners and caterers.
“Jacknife’s team understood the essence of our legacy and where we wanted to go as a company,” says Allison Freeman,CEO of Element Event Solutions. “Their strategic creative was instrumental in shaping the …