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case studies

Algoma Central Corporation


As the marine carrier of choice for more than 120 years, Algoma Central Corporation has been proudly shipping bulk cargoes of dry and raw materials all over the world with integrity and efficiency. Their name, reputation and black bear logo are synonymous with everything that’s great about Canada. Algoma’s core values have always and continues to, put people and our planet at the center of their practices and it shows in everything they do. As the owners and operators of the largest fleet of carriers and tankers on the Great Lakes and St. Lawrence Seaway, Algoma Central Corporation has been at the forefront of the shipping industry and will continue to be for many years to come.

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The Project

Algoma Central corp. has been an important part of the Niagara community for more than 50 years. When the opportunity came up to become an arena sponsor at the new Canada Games Park during the Niagara 2022 Canada Summer Games, they were thrilled. The Walker Sports and Abilities Centre has two ice pads, one of which Algoma is the naming sponsor. Algoma Central Arena hosted Canada Games athletes in August 2022 and is now home to the Brock University Men & Women hockey teams. With 1,200 seats, Algoma Central Corp. saw this arena as a great opportunity to support the Niagara community and the Canada Games, while also educating visitors and building brand awareness. Algoma called upon Symetric to produce large format print design installations, and develop an interactive website accessed by a QR code.

Niagara 2022 Canada Summer Games

We leveraged interactive website and design elements to reach the Canada Games audience and increase brand awareness, recognition, and engagement


The Algoma Central Arena is the larger of the two ice pads in The Walker Sports and Abilities Centre with 1,200 seats

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Young athletes from across Canada
gathered in Niagara, reaching a total of more than 5000 participants and coaches

The Goals

Before starting any project, it's important to establish the goals....


Clearly establish Algoma Central Corp. as arena sponsor and use large format print design to build awareness.


Leverage visual design to educate visitors on Algoma Central’s core values.


Connect with arena visitors in a unique and interactive way. 


Highlight the diverse range of careers available in the marine industry.

Algoma Sidephoto

What we did


  • Recreated existing logo design

Mobile Website Design and Development

  • Designed and developed an interactive website powered by a unique QR code
  • Developed a trivia game for users to test their knowledge and learn fun facts about Algoma Central


  • Designed massive three panel infographic spanning 10ft x 30 ft


  • Algoma worked with Syemtric's production partner to ensure printing, installation, and communication flowed smoothly
  • Ensured printing on cinderblock surface was flat with no undulation
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Our Process

We scheduled a meeting to establish goals and timelines for Algoma's project and determined the best course of action.

To increase brand recognition we began designing a large format infographic where arena visitors could learn more about Algoma's history and values. A unique QR code was included on the arena wall where attendees could scan the code to access an interactive trivia game, and learn about career opportunities at Algoma Central Corporation.

To bring this idea to life, Algoma collaborated with Symetric's production partner who specializes in installation and design. Together, they created a visually stunning and interactive display that effectively promoted Algoma's brand.

What They Said

“Joe, Ryan and the entire team at Symetric truly brought our project to life. They were creative, prompt at responding, accommodating, timely and above all great to collaborate and work with. They have consistently delivered exceptional results and I highly recommend them.”

- Hannah Bowlby, Algoma central corporation


The Result

Built specifically for the Niagara 2022 Canada Summer Games, the Canada Games Park was a venue for five different sporting events, making it a high traffic area for athletes, coaches, and spectators. Over the course of the Canada Games, thousands of visitors have seen the Algoma displays. The stunning design installations & QR code website at the Algoma Central Arena allowed visitors to not only recognize Algoma as the naming sponsor, but also as a key organization in the Niagara community.

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