To revitalize Kitimat’s economy the District of Kitimat and the Kitimat Chamber of Commerce wished to develop two inspiring community brands that capture the essence of Kitimat, as well as a corresponding promotion strategy. The brands are intended to be used to promote resident-attraction and tourism (Kitimat Bound), as well as local marketing efforts (Kitimat Now).
Branding, Campaigns, Print, Social Media
District of Kitimat
What We Delivered:
- Community Branding & Outreach
- Open House
- Online Survey
- Marketing Collateral
- Community Consultation
- Marketing Strategy & Work Plan
Design Concept & Project Strategy:
The project can be broken down into three main stages: Research and Foundation, Brand and Message Development, and lastly the Brand Implementation and Promotion Strategy. KIMBO conducted extensive primary and secondary research, including stakeholder interviews and public open houses to help us understand the community of Kitimat from the perspective of its residents and frequent visitors (online surveys were also created to allow for digital responses).
It all started at the open houses – we conducted extensive research, including stakeholder interviews and public open houses to help us understand the community of Kitimat from the perspective of its residents.
Kitimat Bound Logo and the Brand Book cover.
Building upon this foundation, KIMBO developed an inspiring and comprehensive community branding campaign that is representative of Kitimat, as well as a recommended strategy for brand implementation and promotion. These include, among others: various brand elements, media strategies, as well as logos, taglines, and templates. The creative direction was always informed by data gathered from market research and community consultation to ensure that the brands are effective, meaningful to the people they represent and remain aligned with the vision of the Kitimat Project Committee.
District of Kitimat – Kitimat Bound branding brand book opening spread features their Natural Opportunity tagline.
District of Kitimat – Kitimat Bound full-size ad.
District of Kitimat – Kitimat Bound 2019 Visitors Guide cover.
Results
Through rigorous research and community outreach, KIMBO was able to deliver on a brand and marketing strategy that was informed by our findings and grounded in best practices for their community. The open house provided local residents with a glimpse of our initial concept, which was well-received; and Kitimat project stakeholders were delighted with the final results and are eager to implement the promotion strategy that was recommended by KIMBO.
