The Northern Rockies Regional District of British Columbia is a west-coast hub for oil, gas and forestry.

As part of an economic diversification strategy, the Northern Rockies regional government envisioned a new, co-ordinated brand program to leverage awareness of business, investment and tourism opportunities.

From more than 30 consulting organizations across Canada and the United States, the team of Kenneth Caplan and Associates and Economic Growth Solutions was selected for the contract. We brought together business owners and operators from across the region for a series of economic development “brainstorming” sessions that covered topics ranging from the development of a cold weather-testing centre to the creation of a Northern Rockies fine arts academy. The sessions provided the foundation for more in depth research by Economic Growth Solutions, and brand strategizing by Kenneth Caplan and Associates Limited.

The brand generated visibility and awareness for the full scope of the business and tourism potential of the region. In particular, the image presented a welcoming posture for commerce & tourism, and leveraged the international appeal of the Rocky Mountains and Alaska Highway — attractions for Canadians and Americans alike.

We designed a distinctive wordmark that crystallized the vibrant and energetic personality of the Northern Rockies, and we created slogans for tourism and economic development built around the proposition “Adventure at its Peak” and “Business at its Peak”. The brand’s application was fully detailed in graphic standards that included colour specifications, typographic protocols, formats for stationery, public notices, trade ads, etc.

We produced a CD presentation that chronicled the development of the diversification initiative and the brand strategy. It formed the centrepiece of a gala event that launched the program.

Additional work included tourism ads and a visitor guide, an economic development lure brochure, business CD, website expansion, and sector specific promotion packages for the diversification projects.