Rebrand:
City of Nanaimo

2017

 

This is a self-directed project.

Overview

The city of Nanaimo is a typical West Coast city full of natural beauty and recreation potential. Throughout the last two decades, Nanaimo's economy has branched out from a traditional commodity economy that relied on natural resources into a service economy based on the skills and innovation of the local workforce. The city has become the regional centre for technology, manufacturing, tourism, retail, healthcare, and government services.

Current Branding

The city of Nanaimo does not have a branding standard overall. The city logo is used inconsistently across the different promotional mediums. This lack of branding standard works against the city's goal of updating its image and attracting young professionals moving to the city. On the other hand, Nanaimo city's official website lacks in hierarchy. It was hard to navigate around. This creates challenges for new users accessing information. The city's current brand shows no connection between the Innovation Island Technology Association. The information could be confusing and hard to access on the existing website. Nanaimo needs a rebrand that embraces its natural beauty, rich history, and shows that Nanaimo is the regional centre for technology.

The Opportunity

As Vancouver became more and more unaffordable for the Millennials, lots of young professionals flee for cities with more affordable housing options. Many of the professionals are in the tech or media industry. They look for cities that can offer than jobs and businesses. Nanaimo is not too far away from Vancouver. Innovation Island, based in Nanaimo, could attract people employed in tech and new media to Nanaimo. Nanaimo is facing the problem of the ageing population. The migrants could help to solve Nanaimo's ageing problem if the city can attract more young professionals and investors to come to the city. Nanaimo needs a rebrand that embraces its natural beauty, rich history, and shows that Nanaimo is the regional centre for technology.

Nanaimo is a technology hub with the natural beauty and rich cultural heritage.

Innovative,
Culture heritage,
Natural beauty.

The Solution