Rocky View County's 2009 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. The client engaged us to plan, design and deploy a comprehensive brand strategy 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. Following extensive research and internal/external

stakeholder engagement, we developed a brand identity that evokes themes of agriculture, perpetual motion, and the Rocky Mountains of the County’s namesake. 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. To help the branches of this new brand grow, we produced a comprehensive standards manual that encompassed multiple sub-branded divisions and dozens of touchpoints.

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“Sean Mellis and his team expertly guided our regional public 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, Rocky View County

The Result

Following a successful public launch, Rocky View County embraced its new name and identity, and began to deploy the brand across multiple departments and applications. With its well-known logo and tagline now represented on everything from lapel pins to gateway signage, the County continues to steadily build equity in its new brand.