Fredericton Brand
BACKGROUND
Fredericton's brand did not reflect its community or its offering. Everything was up for grabs, well except the logo, we could only clean that up.
Role
Creative Director
TEAM
Steve Hanzic Rebecca Godfrey Katie Shriner Mitch Morgan
Introduction
Introduction
Platform
Platform
Font build
Font build
Campaign
Campaign
CONCEPT
Fredericton is a place full of harmonious contrasts, night and day, politics and music, arts and adventure. This essence is what enriched their lives and those who visit. When you combine this with a promise of a layered experience you get a Life Well Crafted – A platform born from the community.
To represent the community we engaged the community. We held multiple workshops with hundreds of local, we sent out thousands of surveys and even spend some time living the Fredericton life.
Graphic devises
Graphic devises
Colour palette
Colour palette
Curiosity creates ---- campaign
Curiosity creates ---- campaign
Results
The rebrand was completely embraced by the community and rolled out through all levels of their tourism offering then adopted by council.
The new communications and platform contributed to Fredericton receiving it's highest sustained tourism sentiment score on record and it continues to grow.
