Edmonton River Slidedeck

Edmonton is home to more than one million people and a diverse, multibillion-dollar economy, yet it continues to struggle with national perception and international visibility. Too often, the city is defined by outdated stereotypes rather than by its strengths: a spectacular river valley, thriving arts and festival scene, entrepreneurial culture, welcoming communities, and growing innovation-led economy.
Businesses, governments, and community organizations all promote Edmonton, but they do so through separate brands and campaigns. The result is fragmented messaging that limits the city's ability to attract investment, talent, visitors, and major events.
Edmonton River has developed a cohesive, adaptable visual identity system that can serve as a shared place brand for Edmonton. Designed through more than a decade of community collaboration, it provides a flexible platform that businesses, governments, cultural organizations, and residents can all use to tell a consistent and authentic story about the city. Rather than replacing existing organizational brands, it complements them with a recognizable identity that promotes Edmonton as one destination.
For details see
https://www.edmontonriver.com/1-pager.pdf and plan.
Contact:
Michael Overduin
Founder and Director
Edmonton River
c: 780 222 6281
e: michael@edmontonriver.com
w: www.edmontonriver.com

Transcript

1. A shared identity for Edmonton A communitydriven place brand built over 12 years. Rooted in amiskwacîwâskahikan (Treaty 6 territory), co-created in partnership with Indigenous artists, Elders, and community members Michael Overduin Founder & Director Edmonton River Developed for discussion with key municipal, institutional, and business stakeholders. Partner logos are shown for illustrative positioning within the proposed brand architecture. Formal sponsorship, licensing, and founding-partner agreements are currently open for participation. www.edmontonriver.com
2. Edmonton River: 1. Is a community-driven place brand built over 12 years, supported by major institutions and 1000 advisors, and designed to integrate how Edmonton presents itself to the world. 2. Resolves the problem that Edmonton is entering a decade of rapid growth but still lacks a unifying identity. 3. Offers a proven solution for strengthening investment attraction, talent recruitment, tourism, and civic pride and is ready for founding partners to help steward its future. 4. Co-created with Indigenous Elders and operating on amiskwacîwâskahikan/ Treaty 6 territory, the traditional gathering place and home of First Nations, Métis, and Inuit peoples whose living presence enriches this land.
3. Edmonton is entering a time of rapid growth
4. Why Edmonton Needs a Place Brand Now • Edmonton is Canada’s 5th largest economy • Fastest-growing metro region • Global leader in AI, health innovation, clean tech, and energy transition • But Least Loved City region (Resonance 2024) • Fragmented identity → weak external recognition • Competing cities are investing heavily in unified place brands – Edmonton must not fall behind
5. Dual-Engine Place Brand Strategy CITY FRAMEWORK Institutional Growth Engine RIVER PROPOSAL Civic Identity Engine Target: Foreign investment & global trade missions Target: Local business, creators & civic pride Governance: Top-down municipal & agency alignment Governance: Open-source co-branding toolkit Outcome: Structured economic development pipeline Outcome: Frictionless grassroots culture adoption CORE SYNTHESIS: City Framework anchors institutional trade; River Engine activates local community & culture.
6. A Place Brand is Civic Infrastructure What place brand does: • Uses a shared visual language across sectors • Strengthens investment attraction • Boosts talent recruitment • Elevates tourism and major event bids • Builds civic pride and cohesion • Reflects our values and culture • Makes all existing brands work harder together Kavaratzis, M., & Hatch, M. J. (2013). "The dynamics of place brands: An identity-based approach to place branding, Marketing Theory, 2013
7. Edmonton Lacks a Shared, Recognized Identity
8. Edmonton’s Many Logos: Fragmented Identity EDMONTON
9. The Global Stakes Are High City brands generate massive value. Impacts include: • investment • talent • tourism • events • civic pride 0 1 Brand value in trillions of U.S. dollars From EH Dyvik ‘Leading cities globally 2021, by brand value’ Statista, 2024 2
10. Edmonton River Solution A complete place-brand platform used with the community over 12 years Business Citizens Academia Government
11. Edmonton River Value Add Builds on existing investments, increasing coordination, recognition, and impact Investment Talent Tourism Civic Pride
12. Edmonton River Team Michael Overduin Evelyn Eekels Chief Evangelist, Professor, Inventor and Entrepreneur Illustrator & Artist Marcella Erskine Social Worker, Teacher and Entrepreneur Mario Minichiello Professor, City Branding Design strategist and practitioner focused on using visual communication to make complex civic issues legible, participatory, and actionable. Leads cross-disciplinary teams that translate policy, data, and public insight into clear systems of information, campaigns, and co-designed tools. Chloe, Sienna & Kyle Overduin Marketing, Photography & Communications Focuses on design for public good: turning research into visual systems that advocate for people, support creative careers, and build trust.
13. Mayors and Councillors are supportive May 27, 2015 Hi Michael, Thank you for your email and for sharing your video with us. It is a reminder of all the things that make Edmonton such a great place to be, especially as we enter into festival season. The Mayor speaks often about the need for each one of us to champion our city with our friends, colleagues and family.!... Regards - Ryan Kelly (on behalf of Don Iveson) Oct 8, 2015 Dear Michael: Everything [the Edmonton River designs, T-shirts and hoodies] looks great. Appreciate your initiative for a great cause. Regards, Councillor Michael Oshry Jun 22, 2018 Good evening Michael, Thank you for the message. My first impression of the latest design is that it looks fantastic. Thanks again for sharing your latest design and have a great weekend. Sincerely, Councillor Andrew Knack
14. Why Edmonton River? • 12 years of development • 1,000+ community contributors • Indigenous partnerships • Registered IP • Merchandise in major institutions • National media coverage • Supported by Mayors, Councillors, Elders, and Prime Minister Mark Carney
15. Edmonton River Strategic USP Feature / Metric Geographic Foundation Track Record Community Engagement Indigenous Co-Design IP & Open System Strategic USP Value to Stakeholders & Partners Map-Scale Visual Identity Scalable design system linking river valley geometry directly to municipal mapping. 12 Years Market Traction Eliminates multi-million dollar rebrand adoption risks through decade of proven organic use. Turnkey Civic Support Proven civic engagement with national media reach and tens of thousands of public voters. Embedded Reconciliation Co-designed with Elders and Knowledge Keepers; aligns with civic reconciliation mandates. Frictionless Open Co-Branding Modular framework built to enhance existing corporate logos rather than replace them.
16. Indigenous Partnership & Reconciliation • Rooted in amiskwacîwâskahikan / Treaty 6 territory • Committed to advancing reconciliation by including Cree syllabics and guidance from Elders and Knowledge Keepers • Supporting entrepreneurship through collaborations with Indigenous artists and designers
17. Call to Action Founding partners to launch brand, shape priorities and governance, and ensure long-term stewardship Advisors Letters of support Co-branding pilots Testimonials
18. What Founding Partners Contribute Seed Operational Funding Campaign & Activation Grants IP Asset & Identity Maintenance Product & Marketing Integration, Co-Marketing Channels, Physical & Digital Placement Policy Adoption, Reconciliation Alignment, Talent & Investment Attraction Resources Stewardship Council Leadership, Licensing Approval, Strategic Guidance
19. What Founding Partners Gain Visibility as civic leaders shaping Edmonton’s future Influence over governance and implementation Early access to design assets and brand tools Alignment with Indigenous-led reconciliation commitments Participation in a national-scale place-brand initiative Ability to co-brand products/events/communications & ensure long-term stewardship
20. Proposed Governance & Partnership Framework A starting structure to be refined during Founding Member onboarding Elder & Indigenous Advisory Circle Founding Partners Corporate Leaders Community Leaders Civic Leaders Stewardship Council Business Municipal Academic Creative Engine Edmonton River Team Local artists, designers Public contributors Brand integrity, themes IP Registry Community Licensing Corporate Licensing Trademark Policing Revenue & Funding Partner on-boarding Asset creation Co-branding Design refinement Face of Edmonton
21. Partner Co-Branding Options Designed to complement existing brands, not to replace them Company Product
22. Partner Co-Branding Options Amplifying Edify Magazine brand with Edmonton Made crest Disclaimer: conceptual example to display adjacent co-branding
23. Partner Co-Branding Options Edmonton festival branding using modular graphic extension Disclaimer: conceptual example to show integrated imagery
24. Partner Co-Branding Options Designed to complement existing brands, not to replace them Disclaimer: conceptual examples showing expressive typefaces
25. Partner Co-Branding Options Complementing company branding with graphical extension Disclaimer: conceptual co-branding example showing shop locations & headquarters
26. Next Steps 1. Introductory meetings with founding partners 2. Governance model established 3. Co-branding pilots with several organizations 4. Public launch 5. Annual continuation of Face of Edmonton cycle
27. What success looks like • Edmonton recognized instantly through a shared visual language • Co-branding across business, tourism, festivals, neighbourhoods • Stronger reputation nationally and internationally • Increased civic pride and connectivity • More confident leadership • Long-term economic growth
28. Advantages Low-cost, authentic, adaptable visual identity system scalable across sectors Grassroots, community-driven initiative with 12 years in the market Driven by team of entrepreneurs, artists, designers and city branding expert Co-created locally with Indigenous, business & city leaders and citizens Supportive feedback from government leaders and the press
29. Shared Visual Foundation and Convergence Hunter Tura, CEO, Bruce Mau Design, said in about the old City Logo: “There’s really not much to admire here: the vaguely ‘Mary Tyler Moore Show’ typography doesn’t exactly express the vibrancy of a city that’s on the vanguard...” City asked citizens for new imagery in 2013, Edmonton River then shared its 2014 trademark and designs with Mayor Don Iveson, Councillor Michael Oshry & Ronna Bremer, CoE Comms Director. City modernized its corporate logo in 2016, yielding a shared visual baseline for corporate and citizen brand synergy.
30. Evolution of our Maker Market City launches in 2013 and asks for citizen input Edmonton River joins and provides place brand imagery Grassroots Products: Our platform has supplied and validated premium local maker merchandise since 2016. Community Activation: City transfers Edmonton Made Directory to Edify Magazine to promote local makers
31. Aims for our visual identity system 1. Co-create imagery to capture Edmonton’s identity 2. Produce and sell branded merchandise with local businesses 3. Collect feedback, learn, optimize and repeat each year
32. Designing Adaptable Imagery
33. Building Civic Attachment via Visual Identity
34. Visual Language for City Place Branding Ring road & river valley Rogers Place City Hall Canada Alberta legislature High level bridge Compass Walterdale points bridge north concept demonstrating how local architectural silhouettes can be woven into typography for signage and tourism
35. Engaging the Community An open system for people to see themselves in. Photo taken at Fort Edmonton
36. Working with and Growing Local Businesses collaborators over the past 12 years: JUNQUE CELLAR
37. Forming Collaborative Networks and 500 pitches including from
38. Co-creating Imagery with the Community 2015 2018 2016 2019 2016 2020 2017 2021 2017 2022
39. Assessing Feedback from Shops & Surveys
40. Depicting our Authentic Color Edmonton River Valley
41. Promoting our Many Festivals Edmonton Folk Festival
42. Showcasing our Architecture
43. Celebrating our Diverse Cultures Heritage Festival
44. Honouring our Region’s Ancestral Roots Heritage Festival
45. Design Criteria: Minimalist and Adaptable
46. Scalable to map . homes, businesses, and destinations ..
47. Invertible to lighten
48. Dynamic and Energetic
49. Citizens co-create, give feedback & vote Which design do you like most? Public vote
50. Submissions for the 2024 Face of Edmonton Focus: depict the ancestry of the region, as suggested by the community Beaver in bough Beaver in house Beaver in heart
51. Feedback from the Comments from Evaluators Indigenous Community “I like its fluidity, the river, it's reference to nature, and the inclusion of Cree syllabics.” “The design truly encompasses Edmonton and its history.” “Excellent design with so much detail about the culture of Edmonton.” “I love the idea of a home which also covers the cultural and indigenous peoples’ philosophy.” Votes cast: design refinement with Elders
52. Submissions for the 2025 Face of Edmonton Focus: depict the wildlife of the region, as suggested by City of Edmonton
53. Community Feedback on the Magpie “I absolutely love this image and what the Magpie represents. The image is eye catching and quite stunning. Hiy Hiy” “The images are beautiful and representative of the region. I slightly prefer the magpie image, as it captures movement and a ‘bird's-eye’ view of the river valley.” “I think this is very well done. Very identifiable logo.” “Beautiful” “Fun design” design refinement with Elders
54. Magpie selected as City Bird by 40K voters
55. Submissions for the 2026 Face of Edmonton Focus: recognize the role of the bison, as suggested by the Indigenous community
56. Magpie & Bison Voted 2026 Face of Edmonton design refinement with Elders
57. More Positive Feedback “Lovely collation of imagery and nice nod to the magpie.” “I like the E, the Cree, the river and dots.” “The moving bison herd presents a dynamic energized logo which parallels the growth, innovation & energy of the city.” “Aesthetically pleasing with good balance and ease of understanding.”
58. Our Bison Story appears on TV, radio, papers
59. Submissions for the 2027 Face of Edmonton Focus: the life in downtown Edmonton, as suggested by local Councillors 1. 2. 3. 4. Feedback: “The concept looks great—the inclusion of the Cree “This is amazing! I love this and would wear all of this merch! syllabics, the five-pointed star for the pehonan and The flow, openness, and detail is fantastic !!!” the North Sask river; and the magpie really captures “THIS ONE; HANDS DOWN!!” a meaningful story for the region. “I love this one. Clean, simple, circular with the river and it works well” The birds look amazing!!” “This is BEAUTIFUL! - thank you”
60. Edmonton is co-creating a new place brand Edmonton River 1. Aligns with this strategy 2. Leverages 12 years of IP protection, co-creation, community traction 3. Obviates the need to start a costly new branding campaign from scratch.
61. Edmonton Civic Brand Frameworks City Place Brand Framework TOP-DOWN GOVERNANCE Edmonton River Proposal OPEN-SOURCE SYSTEM CORE FOCUS CORE FOCUS • Economic development • Foreign investment • Global talent attraction. • Civic pride • Regional storytelling • Community-led co-branding. GLOBAL COMPETITIVENESS GLOBAL COMPETITIVENESS Superior for international trade missions & institutional alignment. Strong local cultural anchor; less structured for corporate investment. SCALABILITY TYPE SCALABILITY TYPE Institutional scale across municipal agencies and economic pipelines. Visual & digital scale across local merch, festivals, and small business. Best for: Pitching investors, foreign trade, and unified municipal policy. STRATEGIC RECOMMENDATION Best for: Local merchandise, indie business adoption, and civic identity. Use City Framework for global outreach & River Proposal visual engine for community adoption.
62. Strategic Alignment & Proven Foundations 2026–2030 Strategy Mandate 12-Year IP & Indigenous Co-Creation Partner Co-Branding Models Directly aligned with municipal targets for Rooted in over a decade of Modular toolkit built for rapid adoption by • Civic identity • Community engagement • Local businesses • Tourism growth • Authentic Indigenous narrative co-design • Festivals • Regional investment • Collaboration with local businesses • Community organizations 100% policy-aligned framework. invest learn play live VALIDATION IMPACT Vetted civic & cultural equity. Turnkey open-source assets. entrepreneurialism education entertainment exploration Combines policy readiness, authentic cultural IP, and frictionless partner adoption.
63. Campaign Co-Branding Interface Illustrates temporary co-branding options for international tourism campaigns proposed concept
64. Event Activation Interface Designed for international conventions and global summits hosted in the River Valley Provides high-impact theme integration for temporary event branding and attendee merchandise proposed concept
65. Global Investment Interface Designed to attract international capital, green energy projects, and tech sector headquarters. Projects a highperformance metropolitan identity built specifically for competitive global markets. proposed concept
66. Colours drawn from local town and city logos proposed concept
67. Recognizing Recognizingthe the top topcountries countries we we trade trade with: with: United States China Japan Mexico South Korea India Vietnam Germany Italy United Kingdom Peru Singapore Netherlands Brazil Taiwan Indonesia Belgium Australia France Saudi Arabia
68. Unified Place Brand for Edmonton Citizens Business Government
69. Proven Track Record: Delivering for Edmonton since 2014 2014+ Civic & Corporate Brand Alignment 2016+ Local Maker Market Activation 2018+ Annual Civic Design Co-Creation 2021+ Innovation Ecosystem Integration
70. Michael Overduin Contact: Founder & Director Edmonton River c: 780 222 6281 e: michael@edmontonriver.com Alberta Limited company since 2017 with advice and support from: Mario Minichiello Professor, City Branding
71. Thank you More details: https://www.edmontonriver.com/1-pager.pdf https://www.edmontonriver.com/Summary.pdf https://speakerdeck.com/edmontonriver/history