Brand strategy, graphic standards, templates for print and online ads, e-newsletters & e-invites and PowerPoint presentations, stationery & marketing collateral incl. Visitor’s Guide, website guidance
The Brief
Seeking to leverage their post-Olympic fame, Tourism Richmond came us to for a broad brand overhaul. They wanted clear, effective design and graphic standards that would the convey the essence of Richmond, a vibrant, multicultural urban centre that’s retained a village-like personality. With upcoming campaigns emphasising the online and social media space, they needed solutions that would span all media, from signage to smartphones.
The Solution
Our strategy clearly defines Richmond’s unique identity, and connects emotionally to the desired leisure market. This is a comprehensive solution that encompasses messaging elements (positioning statements and taglines); a clear brand identity hierarchy with a strong parent brand and supporting elements; a series of design templates and guidelines for print, online and mobile communications; and a cohesive connection between traditional and new media. The new system is an evolution of Tourism Richmond’s “living brand” that leverages what’s best of their previous design and communication elements while streamlining the look, reducing confusion, and improving cross-media links and consistency.