About Us

White Arrow is a professional writing, editorial and instructional design house based in Calgary. We are dedicated to meeting the client training and communication needs of Alberta software and engineering firms.

  • You bring your clients innovative solutions, professional expertise and technical know-how.
  • We bring you clear writing about complicated subjects.
  • Together, we can keep your promises to your clients.

Our principal

Our principal, Alex Rettie, has more than twenty years of experience as a professional writer and editor. He has written:

  •  software training materials
  •  marketing pieces
  •  magazine articles
  •  film scripts

Alex writes a monthly column for AlbertaViews magazine and was part of a team nominated for a National Magazine Award in 2010.

Alex has spent a large part of his career in the software training field.

He has designed, scripted and delivered hundred of webinars, and has written dozens of print pieces aimed at end users of SMART Technologies software and hardware. He also started SMART’s technical training program, aimed at service technicians.

You can reach Alex at alex@whitearrow.ca or (403) 660-2589.

Our principles

White Arrow is committed to making complicated subjects easy to understand for end users of software and engineering firms.

Our approach to any project is to first understand the needs of the end user — your customer — and produce a piece that meets their needs.

Our portfolio

Our principal has produced training, marketing and editing deliverables for a variety of clients, including:

  • SMART Technologies
  • On Track Engineering
  • Juliet Anderton Consulting
  • SAIT Polytechnic
  • Fifth House Publishers
  • Alberta Views magazine
  • Thomson Professional Publishing

We’d be happy to show you samples of what we can do for you.

Contact our principal, Alex Rettie, at alex@whitearrow.ca or (403) 660-2589.