Sky + Table Event Group
Setting a clear foundation for team alignment.
Project Overview
Sky + Table Event Group is a full-service event management company offering exceptional experiences through a family of brands: LA Chefs Catering, The Coast Lethbridge Hotel & Conference Centre, The Norland, The Countryside Barn, and Lethbridge Event Rentals. With a growing team and expanded services, the organization needed a brand that reflected their evolution.
Services
Research, Strategy and Audience Personas
Brand Architecture, Foundation and Language
Name Development
Brand Identity
Website Design and Development
Launch Support
The Challenge
Clarity Without Compromise
LA Chefs Catering had earned a trusted reputation in Lethbridge since 2006, but their services had expanded well beyond catering to include venue management, planning, and décor. It was clear the name no longer reflected their full offering, but before moving forward, we needed to understand how the brand was perceived in the market. This insight would guide the development of a new identity that truly resonated with their audience. Their website also needed a refresh. It was outdated, hard to manage, and no longer met their marketing or user experience needs.
The Process
Strategy, Structure, and a Scalable System
We began by gathering customer insights to develop audience personas and a strategy to guide naming, positioning, and future marketing efforts.
A collaborative brand workshop aligned the internal team on goals, brand hierarchy, and messaging. It became clear a new name was needed—one that reflected their evolution into a full-service event group and could unify their family of brands.
In parallel, we led a website workshop to define goals, map the user experience, and assess content management needs. WordPress was chosen for its ease of use, allowing the internal team to manage updates independently. The site integrates with HubSpot, follows SEO best practices, and was built to support long-term growth while enabling the team to confidently manage digital marketing efforts.
The Results
Built to Empower
A strategy rooted in customer insights, audience segments, and business priorities
A collaborative brand process that united the team, secured internal buy-in and guided the development of a new name and visual identity
A user-friendly, SEO-optimized WordPress site integrated with HubSpot, designed for easy internal management and ongoing marketing
THE GOOD WORD
The process helped us reflect, simplify, and realign around our future. The new brand represents who we are today and gives us a platform to grow—all without losing the heart of what made LA Chefs so trusted in the first place.
— Sky + Table Event Group Team
