Goal
Lacking distinct positioning, a core value proposition, and with a generic visual identity, Strathcona County felt a need to more clearly define itself in order to underpin economic development efforts and create an image and purpose that residents and businesses could proudly support.
Situational Analysis
Research with the municipality’s stakeholder groups revealed that while Strathcona’s rural roots and small-town atmosphere were highly valued, the area was home to a high proportion of the region’s “movers, shakers, and doers.”
This work was created under the banner of Twist Marketing.
Unfussy Recommendations
A new brand and identity was developed for Strathcona County – one that positioned Strathcona as the home of choice for successful people.
Output
- Strategic Community Direction development (with Economic Development and Tourism considerations)
- Community / Place Brand development
- Internal and external communications strategies
- Messaging Platform development
- Visual Identity (logo) system creation
- Communications Plan development
- Targeted traditional and digital advertising and marketing communications campaign conceptual development, design, and production
- Marketing collateral design and development
- Community / way finding signage and pageantry design and production
- Brand Standards (Playbook) / visual identity guidelines development
Designed to enhance community image, pride, and the sense of “salesmanship” needed to better connect with existing residents and potential newcomers and entrepreneurs, visitors, and business and industry investors, the rebrand initiative was fed by extensive internal and external research, including Council, staff, and key stakeholder workshops, and SWOT and discovery sessions.
Outcomes
By far the most visible component of the Strathcona County rebrand – its extensive community and way finding signage system, has completely transformed the look of the community, from street signage to park and individual neighbourhood signage to transit wraps.
