NIAGARA ORIGINAL by Cundari for NIAGARA ECONOMIC DEVELOPMENT

NIAGARA ORIGINAL

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Industry Transport, travel & tourism
Media Design & Branding
Market Canada
Agency Cundari
Creative Director Dean Martin
Designer Stephen Tasker, Yen Chu, Brian Banton
Released March 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: NIAGARA ECONOMIC DEVELOPMENT
Product/Service: NIAGARA REGION TOURISM
Agency: CUNDARI
Date of First Appearance: Mar 5 2009 12:00AM
Entrant Company: CUNDARI , Toronto, CANADA
Client Service: Vince Umbra (Cundari)
Creative Director: Dean Martin (Cundari)
Designer: Yen Chu (Cundari)
Designer: Brian Banton (Cundari)
Designer: Stephen Tasker (Cundari)
Chief Creative Officer: Brent Choi (Cundari)
Media placement: Regional Identity For Economic Development And Tourism - Corporate Office, Corporate Collateral Materials, - March 5, 2009

Describe the challenges and key objectives

Niagara Region was highly fragmented in the way they marketed themselves from an economic development and tourism perspective. Organizations, tourism operators, wineries, golf courses went to market with their own programs and their own brands, confusing consumers and potential investors. This highly politicized region was facing serious challenges due to the strong Canadian dollar, rising costs of gasoline, increased border security and loss of manufacturing jobs, making it vital to get their story right, enticing investment and attracting sustained tourism. The brand was to be developed to allow every community, business, stakeholder to leverage the benefits associated with their location.

Describe the brief from the client
Development of a cohesive brand to be a benefit for both economic development and tourism in the Region's municipalities, businesses, entertainment and culture. Niagara region is more than just Niagara Falls and a common vision/brand strategy would allow the region to promote itself in a more effective, purposeful and compelling way. The brand should help integrate the benefits and opportunity and support the needs of both Economic Development and Tourism.

Describe how you arrived at the final design
The final design was arrived at through a collaborative process with all priority stakeholders. We designed an icon logo that allowed the different sectors within the region to have a customized version of the main identity. Everyone, from winemakers and produce growers to casinos and hotels and biotechnology has an identity that can be used to promote their specific sector yet maintains brand recognition with the main identity.

Give some indication of how successful the outcome was in the market
To date, there have been more than 200 businesses and tourism affiliated organizations who are using the new mark.