June 13, 2025
The Original Professional Engineering Crack Gauge Business Card: A 15-Year Legacy of Innovation At CEL innovation has always been at the heart of what we do. Fifteen years ago, we pioneered a unique idea: integrating a practical crack gauge into the design of our business cards. This wasn’t just a gimmick, but a thoughtful addition and a solution born from our early planning to make our business cards more than just contact information. From our call to action "How may we help you?" run up the right hand side, to the use of a bright yellow in order to be able to leave cards in place as tell-tales to save clients costs, we wanted to set ourselves apart as the pragmatic problem solvers we set out to be. We envisioned these cards as tools that engineers, contractors, and property-interested parties could carry in their wallets, ready to assist them in seeking our structural advice on the spot. The Origin Story Back in 2010, our team brainstormed ways to stand out in the competitive engineering industry. We wanted our business cards to reflect our commitment to practical, problem-solving innovation. The crack gauge was the perfect fit—a compact, functional tool that embodied our expertise in structural analysis and our dedication to providing value beyond expectations. After months of design and testing, we launched the first crack gauge business card, a concept that was entirely novel at the time. A Global Influence Over the past decade and a half, our crack gauge business cards have gained recognition worldwide. From our staff attending the ICCRRR International Conference on Concrete Repair, Rehabilitation and Retrofitting in Leipzig Germany through to attending Restoration, Seismic, and Engineering conferences in Japan, Italy, France, New Zealand, and the USA, our little idea has travelled far and wide. Companies in Germany, France, South Africa, New Zealand, and Australia have adopted similar designs, inspired by our original idea. We’re flattered by the global reach of our concept, but we’re also proud to set the record straight: Capacity Engineering was, to the best of our knowledge, the first to bring this idea to life. The Most Recent Imitation Recently, we’ve noticed a local Canadian competitor incorporating crack gauges into their business cards, positioning themselves as innovative. While imitation is the sincerest form of flattery, we believe it’s important to celebrate the true origin of this idea; a backyard and a beer, 2010, with the birth of CEL. For 15 years, our crack gauge business cards have been a hallmark of our brand, trusted by clients and imitated by other professionals, worldwide. This latest instance marks the first time a Canadian firm has followed suit, joining a line of international engineering firms inspired by our work. Why It Matters Our crack gauge business card is more than a marketing tool, but is in fact a testament to our commitment to innovation, functionality, simple solutions, economic results, and quality that maximises value. There is often little need for expensive monitoring and data collection. It can be as simple as a fractional cost of a dollar, and a free giveaway, conveniently placed on the back of the business card. Call to action? No; it is a call to simplification, and a way to offer clients more value out of our services. It is a reminder that true innovation isn’t just about creating something new; it’s about creating something that lasts, solves problems, and inspires others. We’re proud to have led the way and will continue to push the boundaries of what’s possible in our industry. Thank you to our clients, partners, and community for supporting us over the years. Here’s to 15 more years of innovation, and beyond. Reach out if you have a need; we're more than happy to help.
