Notable Awards & Accomplishments
Gold in Company Branding from the Hermes Creative Awards
Planning for Growth
Nestled in the heart of the Niagara Peninsula, the City of Welland is a growing waterfront city with rich natural beauty, investment possibilities, and balanced living opportunities.
As Welland prepared for new levels of population growth and continued to advance its pursuit of its strategic priorities and community directions, it needed to position itself as a standout city unlike any other in the region.
Goals:
Engage with the community to develop an identity that attracts investment and fosters civic pride.
Capture the forward-thinking nature of the City and its vision for a smart future.
Ensure flexibility for use across marketing initiatives and community outreach projects.
Beyond the Bridge
While the historic bridge represented in Welland’s former logo holds significant value as a unique identifier, it was important to communicate that the bridge represents only a fragment of the City’s identity.
Balancing this representation would help avoid the notion that the bridge defines Welland’s identity.
Unveiling Welland’s Natural Features
Our conversations with City officials and residents highlighted Welland’s remarkable features, such as the canal, pristine waters for swimming, scenic pathways, and abundant green spaces and parks. These natural amenities emphasize Welland’s strong sports and recreation culture, and it was essential to represent these attributes across the brand identity.
Future Proof
We crafted a dynamic brand identity that captures the essence of Welland and its aspirations for a technologically advanced future. The brand works seamlessly across multiple platforms, marketing initiatives, and community engagement activities.
Welland’s new brand guide provides clear direction for effective communication, while its visual system generates curiosity. The logo concept’s bold ‘W’ shape reflects the fluidity of water, the connection between communities, and the theory of movement and constant evolution.
