The Secret’s Out.
With the growth of Hamilton’s unemployment rate, tourism’s role in both job creation and visitor influx has come to be of increasing importance. Highlighting, developing, and promoting the area’s unique assets - ranging from natural, cultural, and historical - would not only strengthen the city’s position as a tourist destination while stimulating economic opportunity, but also enhance the connection residents have to the place they call home.
Look Deeper. Listen Closer.
Tourism Hamilton required an agency to deploy a strategic approach in the development of a brand identity that would raise the profile of the city by way of the unique visitor experiences which set it apart.
Our chosen logo concept celebrates Hamilton’s distinct contrasts which range from pretty and gritty to historic and trendy; old and new to urban and rural. Its left half hints the natural, more organic elements of the city, while the right hints the city’s more urban elements. Its colour palette parallels this notion of contrast, utilizing vibrant colours on one side, and a neutral colour on the other.
Paired with the tagline, “It’s in our character”, the logo acknowledges the area’s collision of qualities as the foundation of its character, and something to be unapologetic about.
Our implementation plan ensured Tourism Hamilton’s new brand was communicated, understood, and embraced by the city’s diverse stakeholders, and oversaw the rollout of a suite of collateral to introduce the brand across the city.
In 2018, Tourism Hamilton’s new brand won a national marketing award through the Economic Developers Association of Canada. Together with a revitalized, modular, and filterable website, the brand has served its purpose in helping stimulate new tourism and community pride.