KIMBO Design partnered with the Township of Esquimalt to create a refreshed community brand identity and logo that resonated with its residents. Through community engagement events and creative workshops, the project incorporated local insights to reflect the township’s values, history, and aspirations.
Branding
The Township of Esquimalt
Creating a Community Brand
What We Delivered:
- Brand Audit & Naming
- Logo Design & Brand Guidelines
- Community Engagement
- Open House Engagement
- Communication Templates
- Communications Strategy
The Challenge:
Open House Event Asking Respondents “How do you see your community?”
Esquimalt sought a brand and playbook to orient stakeholders and help sell the township as a great place to live, work, and invest. KIMBO faced the challenge of explaining to the community the difference between the township logo and a new logo created for their economic development identity. Also, having a strong Indigenous heritage, the work had to consider this background and cultural respect.
The Strategy:
KIMBO’s approach included extensive community engagement, a comprehensive brand audit, and a collaborative creative process to produce an authentic brand. We did market research through community partner interviews and an open house event.
Seventeen one-on-one interviews were conducted with elected officials, industry leaders, Chambers of Commerce, and other significant employers, providing us with valuable insights into Esquimalt’s story and economic development landscape. In creating the branding strategy, community partners emphasized showcasing the Township’s inclusivity, growth potential, and commitment to sustainability.
The hybrid open house event offered residents the opportunity to submit feedback either in person or online. The room was filled with positive interactions and conversations, building an identity collectively.
Township of Esquimalt Open House Announcement on their Website
Township of Esquimalt Open House to Gather Feedback from Residents
Located on the southern tip of Vancouver Island, Esquimalt has a picturesque waterfront marina and natural beauty, with residents viewing their town as a hidden gem. To capture this vision, KIMBO incorporated a magnifying glass with an interior pointer resembling a Google Map filled with land, water, and sky.
Township of Esquimalt Logo Inspired by the Google Maps Pin with Land, Water, and Sky
We gathered feedback on everything from the preferred colour palette, typefaces, campaign slogans, symbols, logo application, and photography, guiding our creation of mood boards and various creative concepts. We developed the Township of Esquimalt’s brand book, providing clear direction and structure to the organization’s branding.
The Township of Esquimalt’s Brand Guideline
The final delivery also considered a detailed playbook where KIMBO listed the findings of the market research, target audience, competitive & SWOT analysis, advantages, brand positioning & guidelines, and a comprehensive marketing plan.
Esquimalt Playbook cover and table of contents
Results
KIMBO’s process was successful from start to finish, creating a connection between the town’s vision and future aspirations. Our multifaceted approach, combining physical and digital surveys, resulted in over 100 submissions, yielding comprehensive engagement and setting a benchmark for effective community involvement.
By including members throughout the process, we developed a brand identity that resonated with both residents and stakeholders. Esquimalt’s branding was featured in the Victoria News, highlighting the effectiveness of KIMBO’s approach to creating community brands.
