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Export Development Canada debuts new branding

Export Development Canada of Ottawa has undertaken a rebranding initiative. According to the organization, the new brand is intended to appeal to Canadian companies concerned about the risks associated with international trade. The new branding is accompanied by a redesigned website and a new advertising campaign. The new branding was developed by Folk Strategies of Montreal. The ad campaign was developed by McCann Worldgroup Canada, with media work by Media Experts.

"Our new brand strategy is far more than a shiny new label, new colours, or a new logo," said Mairead Lavery, senior vice-president of business development at EDC. "It's a powerful message about risk-positivity, one that conveys to Canadian companies that we understand the risks and that we are here to help them as they go and grow internationally."

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