Shikatani Lacroix Celebrates New Maplewave Transformation

Maplewave, formerly Master Merchant Systems (MMS), has partnered with Toronto branding and design firm Shikatani Lacroix for a transformative rebrand of the company.

To support the reinvention of the MMS brand, Shikatani Lacroix led a process with Maplewave’s company leadership to help develop a new name, logo, website, and cohesive brand experience across all collateral material for this premier retail software company.

“This has been a long journey, one which has been expertly guided by the team at Shikatani Lacroix,” said Will Gibson, VP of Marketing and Amplifier at Maplewave. “While at times we were forced to identify some uncomfortable truths about the gaps in our strategy and message, the solid process delivered by the team at SLD really helped us align the organization.

“We are delighted with our new look and feel, and can safely say the love and explosion on our devices today from long lost contacts seeing our new identity for the first time has been worth the investment. Here’s to a long period of growth for our business, made possible by the thought leadership and collaboration of the Shikatani Lacroix team!”

“We were thrilled to work with the Maplewave team on their transformation,” said Jean-Pierre Lacroix, President of Shikatani Lacroix. “The telecommunications industry is shifting so quickly, and Maplewave has long been a trailblazer in this competitive area. Our goal with this rebrand was to help the company remain a leader on the world stage.”

The name Master Merchant Systems served the company well in its early years, but it no longer speaks to the company’s current and future direction. While the majority of its clients are international, Maplewave wanted its name to highlight the company’s Canadian roots.

The image of Canada is strongly recognized on a global scale and supports the company’s values of being caring, committed, and flexible. “Maple” represents the team’s roots and values, while “wave” represents its focus on keeping its customer moving.

“A brand transformation means considering every touchpoint, which can be an extensive process,” said Richard Dirstein, Principle and EVP, Design and Innovation at Shikatani Lacroix. “Working with Maplewave, we were able to strategically implement the new brand everywhere, from positioning to social media, to align those touchpoints.”

Maplewave specializes in providing software and retail optimization services for the telco industry. The company has been building products for this industry since the early 1990s and leverages its expertise and insights to transform customers into market leaders. Headquartered in Dartmouth, Nova Scotia, Maplewave has additional offices in South Africa, Dubai, and the U.K.