Campbell River
BACKGROUND
Campbell River, a small city on Vancouver Island required brand development and an ongoing campaign platform.
Role
Creative Director
TEAM
Steve Hanzic William Baker Mitch Morgan Carly Pereboom Kirsten Soder
Identity
Identity
Brand
Brand
Airport Campaign
Airport Campaign
Rollout
Rollout
Merch
Merch
IDEA
Campbell River is a city of genuine people surrounded by nature. It’s rough around the edges, and that’s a good thing.
So we created a brand that captured the raw beauty of staying real.
LOCAL PROCESS
The brand process began by uncovering the local identity through a process we dubbed Place DNA®. A collaborative process that gets locals to work together to find the unique stories that resonate with both residents and potential visitors. Essentially, Place DNA® answers the question, “What makes Campbell River, Campbell River?” The outcome is the foundation for all marketing activities, including strategy, promotion, development and branding.
The Place DNA® process uncover 3 themes
1. Where wild and life combine
2. Slightly out of the comfort zone
3. A natural harmony
4. Real
The logo and colour palette was designed to depict the rawness of the surrounding wild nature with a hint of city sophistication. The brand icons were created in collaboration with west coast Indigenous community, while the tone of voice was developed to emulate the way the locals speak.
We created a silent brand platform "For the Real" Silent meaning it was not a tagline but it was what everything laddered up to. You can whisper the line after anything that was created and it always felt right. Why we went silent, that was simple, when you straight out say your for the real, it doen't feel real. The platform still remains today and has lead to several award winning campaigns.
