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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

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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.

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