Sum Ltd (Sum Canada Ltd.) is a family-owned and operated Calgary-based manufacturing client with 30+ years experience producing and installing thermal insulation blankets for oil and gas and industrial clients. SUM Ltd produces custom insulation used on technical equipment for extreme temperature applications: custom removable insulation blankets, fire and welding blankets, instrument covers, and more.

The Opportunity

SUM Ltd met the Wingman team at 2019 Small Business Expo looking for a marketing strategy team that could assist them with a brand refresh and ability to execute both online and offline marketing solutions on their behalf. The client was in the midst of a continual diversification of their solution offering, moving towards additional product lines targeted to new customer base(s). The Wingman crew was tasked to develop a fresh online look and feel for SUM Ltd as they also moved to streamline their brand from various company names and branding from their 30-year history. We would need to utilize past branding work to maintain SUM Ltd as the go-to source in Canada for custom removable insulated blankets but also position them as an industry leader in products such as fire blankets, welding blankets and heat-traced blankets. As most of their branding was 10+ years old, we would also partake in offering updates to their offline collateral – particularly designing and producing a brand new trade show booth package. Bolstering and entering new markets for SUM Ltd meant researching potential clients / personas and how to attract them to SUM Ltd – including the creation of a Social Media presence.

The Solution

As much of their assets and branding were 10+ years old, Wingman also had to endeavor to re-create their established logos. The original artworks had long since been lost. Wingman used this exercise to create a refreshed branding for online and created a brand book of sorts for logo and colour usage. We isolated three unique personas as Wingman worked with the client to isolate ideal targets and provide list of look-alike prospects. We planned out and executed the first 12-month marketing strategy including blog and social post content planning.



Skills: Persona Development, WordPress, Branding, Social Media Marketing, Trade Show Management

Client: SUM Ltd