The City of Regina wanted a community brand that captured the city’s optimistic personality and the momentum of its rapid economic and professional growth. Starting in 2008, MCG led in-depth discussions with Regina residents and businesses to find out why they loved their city. This insight led MCG to develop a new logo that won the support and appreciation of Regina residents.

A new logo and branded collateral positioned Regina as a great place to live, work and invest – a vibrant community with endless opportunities on the horizon.

Campaign

LOGO AND POSITIONING STATEMENT

MCG developed an undulating infinity form that suggests motion and endless possibility. The shifting colours and tones were designed to represent the many vibrant aspects of Regina’s community.

The agency also crafted the positioning statement “infinite horizons.” It speaks to optimism and opportunity while being specific to the landscape in which the city exists – a known characteristic presented in a positive way.

Regina Brand Videos

To facilitate the launch of the new brand, MCG produced two videos to share the brand story and community support. After developing the concept, the agency assisted in capturing new footage, selecting clips from Regina’s existing archive and interviewing residents. MCG also directed the editing and production of the music and animation.

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In his state of the city address, Regina Mayor Pat Fiacco aired the videos during the brand reveal. The city also provided video clips to local news media covering the event.

Community Brand Videos

A series of short videos told the brand story and built community excitement for the new logo and tag line.

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Olympic Take-Away – Postcards

The agency developed a take-away postcard for visitors to Regina’s pavilion at the 2010 Olympics in Vancouver. The postcards integrated the new brand elements with beautiful Regina cityscapes and attractions.

Brand Application

The agency applied the new look and feel to a variety of brand applications, including stationery, banner displays and e-newsletters. These pieces articulated Regina’s cohesive, progressive and focused vision for their city.

InfiniteHorizons.ca

MCG developed the infinitehorizons.ca website to share the many benefits of visiting, living or working in Regina.

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Social Media

A series of avatars and layouts were built to update and expand Regina’s online networking. The agency also provided a strategy on using social media to build the city’s favour with residents.

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Results

With a brand that now accurately reflects its potential, the City of Regina has begun promoting itself in other Canadian markets to attract new citizens, businesses and visitors. To see the success story of how MCG helped the client market itself to Calgary, its first target, see our external marketing case study, where the creative moved a city, as well as how our public relations team got local and national media on board for the big reveal.