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Testimonials
Ineke Boekhorst
Downtown Maple Ridge
| Downtown New Westminster |
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The Challenge New Westminster is a historical city that has undergone a hugely successful transformation over the past few years. It’s booming with residential and commercial development, boasts some of the most beautiful historic buildings in the province, and reflects an artistic and pioneering spirit. While the younger residents are embracing New Westminster’s one-of-a-kind traditions and contribute to a thriving and successful community, the older residents and neighbouring communities remain rooted in the misconception that the community is overrun with crime and poverty. Our challenge: To create a visual brand identity to help spread the excitement of the “new” New Westminster across the Lower Mainland and beyond. To overcome outdated perceptions, we needed to create a strong brand identity that encourages new visitors and engages reluctant residents in the new community spirit.
Our research showed that the public remembers historic New Westminster as a bustling centre of commerce and activity, and is aware that it’s been a key community in British Columbia for over 150 years. But the negative misconceptions of New Westminster had been frustrating residents and businesses for far too long. They were tired of not being taken seriously and being described in ways that don’t reflect the current reality of the area. We also found that downtown New Westminster lacked a consistent visual identity and that city stakeholders, businesses, and residents did not have an aligned perception of the community’s brand and positioning.
Synergist Communications worked with New Westminster staff and stakeholders and the Business Improvement Association (BIA) to create a visual identity that brings the “Royal” back to the “Royal City”. Synergist took the existing brand identity and revised it to incorporate the historic feel of the city and updated it to reflect a more modern look. The new identity serves as a common banner for residents and businesses in the area.
Synergist Communications provided downtown New Westminster with place brand strategy consultation, research, a new visual identity, and training. We also designed and developed a cohesive set of branded tools, including:
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