Jacknife rebrands Chair-man Mills, unifying nine companies under a single brand

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 new identity of Element. They didn’t just create a new look—they captured the heart of our business, making it modern, relevant and aligned with our goal to create Canada’s premier event solutions platform.”

Design Methodology

As part of the rebrand, Jacknife developed the brand strategy and positioning, including crafting the brand architecture that unified the nine companies. With this new strategy, we created a new name that solidified the Element’s brand identity. The reimagined complete visual identity system features a refined, modern logo, an elegant colour palette and robust brand guidelines. 

The newly designed website effectively brings the brand to life online, providing a visually compelling experience that aligns with Element’s refreshed identity. Jacknife's work extends beyond digital and print branding, influencing every touchpoint, including uniforms, vehicle fleet branding and environmental design. 

“Our goal was to maintain the trust and legacy of Chair-man Mills while crafting a brand that could lead the industry into the future,” says Kim Norwich, Creative Director at Jacknife. Element Event Solutions isn’t just a new name—it symbolizes the essential foundation of the event industry. The company, its people, and its offerings combine like the core elements needed to create unforgettable experiences. Every aspect of the brand was designed to reflect this harmony of essential components, from the uniforms to the vehicle fleet, with growth, innovation and customer satisfaction at the forefront.

Results

Since the rebrand, Element has seen a surge in customer engagement across its digital platforms, with an increase in event inquiries and brand awareness. The newly designed fleet, uniforms and cohesive branding strategy have strengthened Element’s presence, making it a visible and trusted partner in the event industry.