Branding a Region

Headwaters Tourism / Advertising and Marketing

45 minutes north of Toronto sits an area that has one of the highest elevations in southern Ontario. A land topped with rolling hills, winding roads, meandering rivers and all kinds of growers, artisans, shopkeepers and craftspeople. Yet, no one had heard of it.

Our task was to promote rural enjoyment and authentic living to make Headwaters the next go-to destination for Torontonians.

We created an entirely new brand idea, look, language and branding system for the Headwaters Tourism Association and region, completely re-interpreting traditional tourism imagery and identities with a blazingly fresh approach.

The land, the people, the food, and the art are intertwined into very fabric of Headwaters, so we created a unique identity that did the same.

We used black & white photography to capture the realness of the locals and to set us apart from our splashy competitors.

Touches of friendly humour were used to showcase the authentic personality of the region and to communicate that Headwaters is ‘Where Ontario Gets real’.

Project Scope: 
Branding
Art Direction
Copywriting
Identity System
Launch Materials
Awards
Outdoor Electronic Ads
Signage & Banners
Web & Social Media Videos & Graphics
Merchandise