Meet XGP Arrow
Headquartered in Cambridge, Canada, XGP Arrow launched in 2025 as a strategic alliance between two major forces in the metalworking and engineered industrial products space: Arrow Machine & Fabrication Group (AMFG) and XGP Canada.
Together, the two organizations offer over a decade of proven leadership in manufacturing, machining, fabrication, assembly, and steel protective packaging. XGP Arrow now provides a one-stop solution for OEMs across North America seeking a seamless, efficient, and scalable partner for manufacturing, packaging, and supply chain optimization.
XGP Arrow’s offering is unique: by combining advanced steel racking and protective packaging solutions with comprehensive design, engineering, and fabrication capabilities, it helps OEMs minimize disruption, optimize logistics, and protect finished components throughout the entire supply chain.
Launching a New Strategic Alliance in the North American Manufacturing Sector
XGP Arrow's Needs
As a new brand created from a strategic alliance, XGP Arrow needed to make a strong, immediate impact in a competitive marketplace. With a focus on Tier 1, Tier 2, and major OEM clients in both the U.S. and Canada, it was critical for the company to quickly establish authority, build trust, and communicate its unique value proposition clearly.
To achieve this, XGP Arrow required full branding and marketing support, including a new logo, website, digital pitch deck, digital brochure, and a press release distributed across North America.
In addition, to sustain momentum beyond the launch, the company needed a long-term content marketing plan, including SEO, blogging, and social media management to grow brand awareness and generate leads over time.
Jean Martin, President of XGP Arrow, turned to Bush Marketing for end-to-end marketing support to bring this bold new venture to market and position it for long-term success.
"When it came time to launch XGP Arrow, there was no question in my mind that Bush Marketing was the right partner to lead the charge. We've worked closely with Andy and his team for over seven years, building and evolving the Arrow Machine & Fabrication Group brand and marketing strategy. Their deep understanding of our industry, our vision, and our standards gave me complete confidence that they would deliver exactly what we needed to establish XGP Arrow as a major force in the market — and they did."
Bush Marketing’s Solution for XGP Arrow
After a comprehensive discovery session, Bush Marketing worked closely with XGP Arrow leadership to craft a strong brand identity and strategic marketing foundation that would resonate with OEM decision-makers across North America. Every element was designed to position XGP Arrow as a modern, trusted, and expert solution provider.
The project included the creation of a new logo—developed by thoughtfully merging the branding of Arrow Machine & Fabrication Group and XGP Canada—along with a fully designed website, a digital pitch deck, a digital brochure, and a press release distributed to over 800 media outlets across North America. In addition, Bush Marketing implemented an ongoing digital marketing strategy including SEO, blogging, and social media management to drive continuous brand growth.
Complete Branding Development
Bush Marketing’s branding experts developed a new logo for XGP Arrow by thoughtfully merging key elements from the original Arrow Machine & Fabrication Group and XGP Canada logos. The goal was to preserve the brand equity and recognition of both founding companies while creating a modern, unified identity that symbolized the strength and synergy of the new alliance.
The final logo blends the spirit of innovation, strength, and precision that both companies are known for, supported by a cohesive colour palette and bold, professional typography that reflects XGP Arrow’s authority and forward-looking approach.
Website Design and Development
The new website, xgparrow.com, features a clean, intuitive layout optimized for easy navigation. Designed for both mobile and desktop users, the site highlights XGP Arrow’s services, capabilities, and strategic advantages while incorporating bright, modern visuals that align with the new brand identity.
Bush Marketing’s web design and development team ensured that the site delivers both technical performance and engaging user experience to support lead generation goals.
Press Release and Media Distribution
To maximize awareness, Bush Marketing authored and distributed a press release announcing XGP Arrow’s formation to over 800 media outlets across North America. The announcement highlighted the strategic advantages of the new alliance and positioned XGP Arrow as a major new player in the industry.
Bush Marketing’s public relations services ensured the press release reached the right audiences to amplify visibility.
Brand Messaging and Content
Bush Marketing collaborated directly with leadership to craft clear, confident messaging that speaks directly to OEM audiences. The content marketing team emphasized XGP Arrow’s unique one-stop-shop value proposition while positioning the company as an expert partner in supply chain protection and optimization.
Sales Enablement Materials
To equip the sales team, Bush Marketing developed an impactful digital brochure and a persuasive pitch deck. These materials showcase XGP Arrow’s services, facilities, and benefits in a visually engaging format, making it easier for sales representatives to quickly communicate value and close deals.
Ongoing SEO, Social Media, and Blogging
Following the successful launch, Bush Marketing implemented a long-term digital marketing program designed to amplify XGP Arrow’s brand authority and lead generation efforts, including:
Search Engine Optimization (SEO): Enhancing website content, structure, and technical SEO to boost organic rankings and attract qualified leads.
Blogging: Creating educational, industry-relevant blog posts to demonstrate thought leadership and improve search visibility.
Social Media Management: Regularly publishing strategic posts to build brand awareness, engage the audience, and reinforce XGP Arrow’s expertise.
This ongoing marketing support ensures that XGP Arrow continues building momentum, expanding its digital footprint, and securing its position as a leader in the manufacturing and industrial packaging sectors.
“Launching XGP Arrow was about more than introducing a new company—it was about creating a powerful platform for sustainable growth. Our team at Bush Marketing was proud to deliver a full branding and marketing launch, and we’re equally excited to be driving the brand forward through ongoing digital marketing initiatives. XGP Arrow is built for long-term success, and we’re thrilled to be part of that journey."
Results and Impact
Thanks to its strong brand foundation and professional marketing tools, XGP Arrow hit the ground running.The launch campaign quickly generated significant interest, helping XGP Arrow establish a presence in the market faster than anticipated. Early feedback from clients and partners praised the company’s clean, authoritative website, the clarity of its brand messaging, and the high quality of its sales materials.
By starting with a polished, professional image and a clear articulation of its value, XGP Arrow positioned itself as a trusted partner from day one. This strategic head start allowed the company to accelerate customer acquisition and build momentum in a crowded marketplace, setting the stage for long-term growth and leadership.
Ongoing SEO, social media, and blogging efforts continue to expand XGP Arrow’s reach, build its authority, and deliver qualified leads to the sales team, supporting sustainable growth month after month.
“As expected, Bush Marketing delivered everything to our complete satisfaction. Our entire team is thrilled with the results and look forward to continuing our successful partnership with Bush Marketing as our new company grows.”
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