ROCKY VIEW REBRAND
Deploying the County’s new brand strategy across all touchpoints.
ClientRocky View CountyServicesBrand strategy, public engagement, graphic design, copywriting, brand managementYear1998Linkwww.rockyview.ca
The Client
Rocky View County is the million-acre municipality surrounding Calgary on its western, northern, and eastern sides. The County’s diverse landscape is home to a mix of vibrant rural communities, agricultural land, and significant industrial and commercial hubs, all with a distinct proximity to the Rocky Mountains.
The Challenge
Rocky View County’s rebranding initiative was fueled by multiple factors – including the abandonment of its legacy moniker, Municipal District of Rocky View No. 44; a desire to attract new industry to the region; and a need for its departments to communicate effectively within an evolving municipal landscape.
Our challenge was to create a new identity that would resonate with the various segments of its audience, and that would position the million-acre County shoulder to shoulder with its municipal partners.
Our Solution
Following extensive research and internal/external stakeholder engagement, we developed a visual identity reflecting the resultant themes:
- Agriculture: A nod to the County’s rich history and agricultural foundation.
- Perpetual Motion: A visual representation of the County’s forward-thinking and dynamic nature, as well as its position as a major transportation and logistics hub.
- The Rocky Mountains: An acknowledgment of the iconic landscape that gives the County its name and identity.
These themes informed our development of a visual language that captured the spirit of a community that is both grounded in its roots and ambitious about its future.
Leading up to launch day, we designed preliminary brand touchpoints like stationery, fleet graphics, trade show displays and a brand spirit book. We also introduced proprietary photography that lent the identity an authentic underpinning.
Implementation
The implementation of the new brand was a meticulous, multi-channel effort. It began with the design of a foundational suite of brand assets, including:
A new corporate logo and tagline.
A preliminary set of brand touchpoints, such as stationery, fleet graphics for County vehicles, and trade show displays.
A “brand spirit book” to inspire internal audiences and provide a foundational understanding of the new identity.
The introduction of proprietary photography that lent an authentic, community-focused feel to all communications.
To ensure the new brand’s longevity and consistency, we produced a comprehensive standards manual. This manual provided guidelines for multiple sub-branded divisions and dozens of touchpoints, from digital communications to physical signage, ensuring that every facet of the County’s brand would be unified. The public launch was executed successfully, and the County began to deploy the new brand across its departments and applications.
Quantitative Benefit
Our deployment of the brand strategy gave the County a modern, professional look that positioned it as a progressive and desirable place for new industry and development. It also created a unified communications framework that helped different departments communicate more effectively, both internally and with the public.
Following a successful public launch in July 2009, Rocky View County embraced its new name and identity and began to deploy the brand across multiple departments and applications.
The new visual identity, recognized on everything from lapel pins to gateway signage, helped the County steadily build equity and recognition in its new brand. As a result, the County is now better equipped to manage its growth and engage with its diverse communities.
Simpler Admin Tools
We’ve streamlined content governance for our clients, making it fast and easy for them to keep their municipal websites fresh and relevant.
Our solution includes a user-friendly dashboard for managing all content and post-launch coaching to ensure they’re confident in the process.
Cohesive Design System
User experience is an area where our niche municipal expertise shines. Our well-designed, human-driven platform ensures a smooth and enjoyable user experience.
This means fast load times, intuitive navigation, and numerous features purpose-built for service delivery.
A Blueprint for Growth
Unlike traditional, monolithic website offerings for municipalities, our platform is designed to evolve in tandem with the needs of each client—while ensuring the backend remains as lean and efficient as possible.
Muni 2.0 allows us to meet the unique needs of different municipalities without being constrained by a rigid, out-of-the-box structure.
“Sean Mellis and his team expertly guided our regional branding and media relations in perfect alignment with our strategic goals. I’m happy to endorse Tangent Civic for their professional and effective management of our strategic communications initiatives.”
ROB COON
Chief Administrative Officer (emeritus), Rocky View County
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