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 Too often, the city is defined by outdated stereotypes rather than by its strengths: a spectacular river valley, thriving arts and festival scene, entrepreneurial culture, welcoming communities, and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. Canada’s 1st CommunityDriven Metropolitan Place Brand www.edmontonriver.com Michael Overduin Founder & Director Edmonton River
2. Edmonton is entering a time of rapid growth
3. Edmonton lacks a recognized identity Edmonton is the least loved city region Resonance Project 2024
4. Edmonton’s visual identity is fragmented EDMONTON
5. The global stakes are high City brands generate massive value Impacts: • investment • talent • tourism • events • civic pride Brand value in billion U.S. dollars From EH Dyvik, 2024
6. Edmonton is co-creating a new place brand
7. Edmonton River Solution A complete place-brand platform built over 12 years Business Citizens Academia Government
8. Edmonton River Value Builds on existing investments, increasing coordination, recognition, and impact Investment Tourism Talent Civic Pride
9. Edmonton River Team Michael Overduin Chief Evangelist Evelyn Eekels Illustrator & Artist Mario Minichiello Marcella Erskine Social Worker, Teacher and Entrepreneur Chloe, Sienna & Kyle Overduin Marketing, Photography & Communications 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. Focuses on design for public good: turning research into visual systems that advocate for people, support creative careers, and build trust.
10. Partner Co-Branding Options Designed to complement existing brands, not to replace them Research Centre One
11. We shared our design with the City in 2015 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 share our Edmonton River design with the City in 2015 City of Edmonton changes its corporate logo in 2016 to a new version that aligns with ours.
12. 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
13. Mayors and Councillors are supportive
14. 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
15. Design, adapt and shared core imagery
16. Build civic attachment old city brand new place brand
17. Visual language for city place branding Ring road & river valley Rogers Place City Hall Canada Alberta legislature High Compass level points bridge north Walterdale bridge
18. Engage the community Design an open system that people can see themselves in Photo taken at Fort Edmonton
19. Work with local businesses Collaborators over the past 12 years: JUNQUE CELLAR
20. Form collaborative networks
21. Co-create imagery with the community 2015 2018 2016 2019 2016 2020 2017 2021 2017 2022
22. Assess feedback from shops and the public
23. Depicting our authentic color Edmonton River Valley
24. Promoting our many festivals Edmonton Folk Festival
25. Showcasing our architecture Alberta Legislature
26. Celebrating our diverse cultures Heritage Festival
27. Honouring our region’s ancestral roots Heritage Festival
28. Design Criteria: minimalist and adaptable
29. Scalable to map . homes, businesses, and destinations . .
30. Invertible to lighten
31. dynamic and energetic
32. Engaging people through surveys and voting Which design do you like most? Public vote
33. Submissions for the 2024 Face of Edmonton Goal: depict the ancestry of the region in consultation with Elders Beaver in bough Beaver in house Beaver in heart
34. 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:
35. Submissions for the 2025 Face of Edmonton Aim: depict the wildlife of the region, as recommend by City of Edmonton
36. 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
37. Magpie selected as City Bird by 40K voters
38. Submissions for the 2026 Face of Edmonton Aim: recognize the role of the bison, as suggested by the Indigenous community
39. Public vote Bison in as the 2026 Face of Edmonton
40. Our Bison story appears on TV, radio and papers
41. 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.”
42. Prime Minister Carney approves
47. Citizens Business Government
48. Request from Give feedback or a testimonial Provide a letter of support Explore co-branding benefits Join as an advisor Founding partners to launch brand, shape priorities and governance, and ensure long-term stewardship
49. Attract people and businesses to Edmonton Opportunities Build local pride and citizen engagement Co-branded products and organizations Promote our place brand coherently & globally
50. 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 with Indigenous, business & city leaders and citizens Supportive feedback from government and the press
51. Expected Benefits • Increased civic pride • Strengthened reputation nationally and internationally • Attraction of investment, talent, visitors, and events • Support for local businesses, organizations and creators • More effective regional marketing • Long-term economic growth
52. Michael Overduin Contact: Founder & Director Edmonton River Alberta Limited company since 2017 with: c: 780 222 6281 e: michael@edmontonriver.com Mario Minichiello Professor, City Branding
53. Thank you