MUSE Silver

2022

Town of Calmar Community Rebrand

Entrant Company

Unfussy

Category

Integrated Marketing - Integrated Marketing / Other___

Client's Name

Town of Calmar, Alberta

Country / Region

Canada

The Town of Calmar’s rebranding initiative started with a question: What if Calmar could achieve the exceptional as a community? A new brand story, visual identity, newsletter and website, and targeted marketing and creative campaigns were developed to answer this question in a way that stirs community pride, and attracts new residents, new business investments, and new visitors in order to pursue a more ambitious vision of the future: One where adventure awaits, grit happens, and happiness blooms.



The initiative wasn’t about re-inventing the Town of Calmar, nor about simply modernizing the look of the Town’s logo and online presence. It was about re-focusing and re-interpreting from existing plans to tell a compelling story of the years to come for Calmar.



On the face of it, Calmar is slower and simpler, but dig a little deeper and you’ll find rich, raw beauty, a bounty of land, and room for action and adventure, for innovation and opportunity, and for personal and professional growth and expansion. Whether looking for relaxation or vibrancy, opportunity or ease, Calmar provides, enables, and supports. It connects us to land and people, and encourages us to get busy living life for all its worth.



The spirit of Brand is grounded in the idea of a quintessential small-town that embraces simpler and more meaningful pleasures to be had in a safe and friendly, and affordable community with affordable lifestyle living, and unparalleled access to, and enjoyment of, deep lakes, deep sunsets, and even deeper connections to friends and neighbours, to diverse recreation, and to rewarding business opportunity.



The Town of Calmar shoots from the hip and leaves its mark in the hearts and minds of tenacious, outspoken individuals bound together by the fact that although their viewpoints, goals, and outlooks on life may be varied, they are tightly woven together by an intense desirability to call this extraordinary place home. Pretty and straight-forward down the highway and by the numbers, it’s easy to be moved here, but as Calmar’s new brand messaging states, that should come as no surprise…Because in Calmar, easy does it.

Credits

Brand Strategist, Unfussy
Corey Brewis
Marketing Strategist, Unfussy
Cynthia Walker
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