Branding
Prince Rupert
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PartnerPrince Rupert
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Year2025
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What we didStrategy, Messaging & Identity
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Website
Made with
Nestled on BC’s north coast, Prince Rupert is a place of misty forests, working harbours, and untold stories. Our studio led a full rebrand of Tourism Prince Rupert, creating a visual and verbal identity rooted in authenticity and place. A bold new chapter for a remarkable destination.
Our challenge
Tourism Prince Rupert engaged us to lead the rebrand and activation of the destination. Shaped by the fishing industry and the rhythms of the North Coast, Prince Rupert is a place where working waterfronts meet wild beauty. Through deep local engagement, we discovered a community defined by warmth, resilience, and a quiet quirkiness. The resulting identity feels authentic and contemporary—celebrating culture, character, and creativity while inviting visitors to experience a place that’s unapologetically itself.
Our insight
Through deep community engagement, we gained an intimate understanding of Prince Rupert—its people, its pride in the fishing industry, and its comfort in being a little out of the ordinary. Locals spoke with equal affection for the wild surrounding nature and the working industrial canneries that have shaped the town’s identity. These insights led us to create a bold, impactful brand that embraces contrast: rugged and refined, natural and industrial, familiar yet unexpected. The result is an identity that feels true to place and confidently reflects Prince Rupert’s distinctive character.
Our answer
Our strategy was to embrace Prince Rupert’s “out of the ordinary” spirit, a destination where the wild North Coast meets working waterfronts, and every corner tells a story of resilience, creativity, and quirkiness. This ethos is carried through in the brand’s typography, color palette, and design elements, which draw inspiration from the fishing industry, the waterfront, and the character of its people. Bold, industrial textures meet organic shapes and vibrant accents, creating a visual identity that feels authentic, lively, and unmistakably rooted in Prince Rupert’s unique community and environment.
