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The rock-slab bison is representative of the the organizations’ “tough yet fair” credo. A visual abstraction of their rock products, in the form of the mighty mountain bison. The bison has long been associated with the Canadian western provinces—specifically in the regions occupied by the target-audience, as well as their own operations. The bison symbolizes the value-proposition of their service: strength & stability, abundance, as well as a sign of promise—all key criteria in their clients’ purchase decision making process.

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