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 Too often, the city is defined by outdated stereotypes rather than by its strengths: a spectacular river valley, thriving arts and festival scene, entrepreneurial culture, welcoming communities, and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.
Contact:
Michael Overduin
Founder and Director
Edmonton River
c: 780 222 6281
e: michael@edmontonriver.com

Transcript

1. st Canada’s 1 Michael Overduin CommunityDriven Metropolitan Place Brand 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 is a community-driven place brand built over 12 years, co-created with Indigenous partners, supported by major institutions, and designed to unify how Edmonton presents itself to the world. Edmonton is entering a decade of rapid growth — but still lacks a unified identity. Our proven solution strengthens investment attraction, talent recruitment, tourism, and civic pride — and is ready for founding partners to help steward its future.
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. Why Edmonton Needs a Place Brand Now A place brand is civic infrastructure. It: • Creates a shared visual language across sectors • Strengthens investment attraction • Boosts talent recruitment • Elevates tourism and major event bids • Builds civic pride and cohesion • Makes all existing brands work harder together
6. Edmonton lacks a recognized identity
7. Edmonton’s visual identity is fragmented EDMONTON
8. 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
9. Edmonton River Solution A complete place-brand platform built over 12 years Business Citizens Academia Government
10. Edmonton River Value Add Builds on existing investments, increasing coordination, recognition, and impact Investment Tourism Talent Civic Pride
11. Edmonton River Team Michael Overduin Chief Evangelist Marcella Erskine Social Worker, Teacher and Entrepreneur Evelyn Eekels Illustrator & Artist 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.
12. Why Edmonton River? • 12 years of development • 1,000+ community contributors • Indigenous partnerships • Registered IP • Merchandise in major institutions • National media coverage • Supported by City Councillors, Elders, and the Prime Minister
13. Mayors and Councillors are supportive
14. Indigenous Partnership & Reconciliation • Rooted in amiskwacîwâskahikan, Treaty 6 territory • Co-created with Elders, Knowledge Keepers, Indigenous artists and designers • Reflects Cree syllabics, river stories, ancestral teachings • Annual design refinement with Elders • Supports Indigenous entrepreneurship through local product development • Aligns with Edmonton’s and Canada’s reconciliation commitments
15. Request from Founding partners to launch brand, shape priorities and governance, and ensure long-term stewardship Advisors Letters of support Co-branding pilots Testimonials
16. 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
17. Governance Model Founding Partners Stewardship Council (business, Indigenous, municipal, academic) Edmonton River Team Community Contributors
18. Partner Co-Branding Options Designed to complement existing brands, not to replace them Research Centre One
19. Partner Co-Branding Options Counterbalancing company branding with place branding conceptual cobranding example showing shop locations and headquarters
20. 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
21. 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
22. 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
23. We shared our design with the City Designer Bruce Mau critiques City of Edmonton logo in “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 asks citizens for new images of Edmonton in 2013 We trademark our Edmonton River design in 2014 and share it with the City and Mayor City of Edmonton changes its corporate logo in 2016 to a new version that closely aligns with ours.
24. We focus on Made in Edmonton products City launches in 2013 We join as requested, providing Edmonton place brand imagery We launch Made in Edmonton products in February 2016 Edmonton Made project is launched by City in September 2016 and gives away free branded merchandise throughout the city
25. 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
26. Designing adaptable imagery
27. Building civic attachment via visual identity
28. 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
29. Engage the community Design an open system that people can see themselves in Photo taken at Fort Edmonton
30. Working with local businesses collaborators over the past 12 years: JUNQUE CELLAR
31. Forming collaborative networks
32. Co-creating imagery with the community 2015 2018 2016 2019 2016 2020 2017 2021 2017 2022
33. Assessing feedback from shops and surveys
34. Depicting our authentic color Edmonton River Valley
35. Promoting our many festivals Edmonton Folk Festival
36. Showcasing our architecture
37. Celebrating our diverse cultures Heritage Festival
38. Honouring our region’s ancestral roots Heritage Festival
39. Design Criteria: minimalist and adaptable
40. Scalable to map . homes, businesses, and destinations ..
41. Invertible to lighten
42. Dynamic and energetic
43. Citizens co-create, give feedback & vote Which design do you like most? Public vote
44. 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
45. 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
46. Submissions for the 2025 Face of Edmonton Focus: depict the wildlife of the region, as suggested by City of Edmonton
47. 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
48. Magpie selected as City Bird by 40K voters
49. Submissions for the 2026 Face of Edmonton Focus: recognize the role of the bison, as suggested by the Indigenous community
50. Bison voted in as 2026 Face of Edmonton
51. Our Bison story appears on TV, radio and papers
52. 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.”
53. Edmonton is co-creating a new place brand
54. cobranding concept
55. cobranding concept
56. cobranding concept
57. cobranding concept
58. cobranding concept
59. Unified Place Brand for Edmonton Citizens Business Government
60. 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
61. Thank you