Welland Rebrand

In light of its anticipated population growth and the pursuit of strategic priorities and community strategic directions, Welland must position itself as a standout city unlike any other in the region – a task underpinned by the development of a revitalized brand identity. This brand identity, and its associated assets, will work together as a unified whole to share a distinct and compelling story about Welland. It will inspire audiences to look beyond what meets the eye, to see the heart of a city that has much to celebrate and even more to look forward to.

A brand is more than a logo or a tagline. It communicates what makes a municipality unique and appealing through visuals and words. A strong brand can help boost economic development, tourism, recruitment, and the sense of community residents enjoy.

What is a brand?

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A brand is not:
- A logo
- A product
- A service
A brand is: the emotional connection continuously created through experiences delivered and stories told.
So, what does that mean? Well, think of Nike. What is their brand? If you say the Swoosh, you're off the mark. The Swoosh is their logo, which is part of Nike's visual identity. What do you think of when you see Nike's logo? Some associations for Nike include innovative technology, joy and celebration of sports, maximum performance, self-empowerment, and inspiration. That's a lot of emotion in what some people refer to as a "check mark". But that's what a brand is; it's how you think and feel about an organization or a product when your mind is triggered by seeing its logo.
Along this vein, the City of Welland hopes to create a brand, not just a logo. Yes, a redesigned logo is part of it, but the brand is what drives it all.
Why rebrand

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A revitalized brand identity offers a community many benefits, including an enhanced tourism and investment industry that attracts consumers and sustainably nurtures economic growth. Additionally, brand identity will:
- Differentiate a community from competing/nearby towns and cities
- Forge strong emotional connections with audiences
- Display a community’s distinct assets and exciting experiences
- Spark curiosity in tourists, increasing the number and length of visits
- Help attract repeat businesses and drive investment to the area
- Facilitate renewed civic pride/ambassadorship in residents, and attract new families to the area
- Provide an effective and polished platform to mobilize marketing activities and ongoing campaigns.
So, overall, what were the project's objectives? How do we put the concept into practice? We started with these main areas of focus:
- Execute engagement activities to educate, inspire, and involve community stakeholders, as well as gather essential data to guide the development of the City’s brand
- Conceptualize and design a brand identity (and associated assets) that:
  - Differentiates the community, celebrates its distinct assets, sparks intrigue, drives investment to the area, and elicits civic pride
  - Reflects the forward-thinking spirit of the City and its pursuit of a smart future
  - Is flexible for use use across various assets, marketing initiatives, and outreach projects
Where and how did it all begin?

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In 2021, as the City of Welland prepared its 2022 budget, a request to undertake a branding exercise was included in the budget process and was ultimately approved.
As the City of Welland grows in population and development, it requires a reputation and a brand that breeds excellence and excitement. Positioning within the Niagara Region for tourism, sports, new homes, entertainment, and industry is a competitive maneuver. Welland is on the precipice of unprecedented growth and expansion. With this growth comes new residents, industries, and much more. The City needs to create a brand that matches its path forward to capitalize on this. This rebranding represents the City’s future while incorporating its history.
In 2022, work began on the request for proposal (RFP). The RFP outlined what was required, and the City received eight compliant bids - you can read more in report COMM-2022-01.
Throughout 2022, we worked with our branding experts at Cinnamon Toast New Media Inc. to research, review, and redesign what will be laid out before you in the coming weeks, culminating in the final report going to City Council on March 21, 2023. Join us as we uncover the unique, refreshed brand proposal that will put Welland on the map!