Genoa Design International

Over the last 30 years, Genoa Design has become a leader in 3D modeling and production design for major shipbuilding programs in Canada and the United States. That expertise and commitment to excellence has led to the company’s phenomenal growth from a home-based business in 1995 to one with more than 230 employees spread across North America.

In December 2023, Genoa signed the largest contract in its history to provide 3D modeling and design development services for Canda’s new Polar Icebreaker, in partnership with Vancouver’s Seaspan Shipyards. As the future flagship of the Canadian Coast Guard’s icebreaking fleet, the Polar Icebreaker will weigh in at close to 28,000 tonnes, will be 158 metres long and able to accommodate up to 100 personnel.

One of Genoa’s core values - ‘Never Stand Still’ – has been a key focus in recent years as the company explored gaps in the shipbuilding industry and the potential opportunities that arose. After much research and strategic planning, the decision was made to expand services and create two new business lines – Digital Services and Talent Solutions.

Digital Services entail developing and offering innovative solutions that ship owners can use across a vessel’s entire lifecycle to operate more efficiently and reduce downtimes.

Talent Solutions helps address the talent crunch in the industry by providing contract resources, recruitment support, and training and development through Genoa’s award-winning internal Academy.

“We have an innovative culture here at Genoa and really engage with our employees to explore new opportunities to grow the company and strengthen shipbuilding in Canada,’ says Laurie Balan, Chief Operating Officer. “The decision to develop new business lines took considerable planning and we’re excited to see where they lead us.”

One of the challenges around implementing new services, particularly for a company like Genoa that is so well recognized for its current offerings, is marketing and communicating those new offerings internally and externally. To ensure success, a decision was made to review the corporate brand and develop new marketing approaches.

That’s where ACOA comes in as Genoa was fortunate to avail of funding under the Regional Economic Growth through Innovation (REGI) to engage an outside advertising agency to assist with this exercise.

In 2023, after multiple meetings and strategy sessions with Newfoundland and Labrador’s Ray Creative Agency, Genoa launched its new brand as ‘The Digital Ship Experts’ in early 2024. Accompanying that tagline was a slate of new materials covering everything from tradeshow booth designs to modernized document and presentation templates.

One of the final pieces to be soon implemented is a revamped corporate website expected to be online later in 2024 that will include comprehensive details on the company’s new service offerings.

“Genoa is a pioneer in digital design and 3D modeling and we are recognized as experts in our industry. It was a natural fit for us to lean on that solid reputation and position ourselves as the ‘Digital Ship Experts’ in shipbuilding,’ says Balan. “We can’t wait to build on the new branding and continuing to talk with customers about all the services we offer and how we can help drive their success.”