Canada’s 1st CommunityDriven Metropolitan Place Brand www.edmontonriver.com Michael Overduin Founder & Director Edmonton River 

Edmonton is entering a time of rapid growth 

Edmonton lacks a recognized identity Edmonton is the least loved city region Resonance Project 2024 

Edmonton’s visual identity is fragmented EDMONTON 

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 

Edmonton is co-creating a new place brand 

Edmonton River Solution A complete place-brand platform built over 12 years Business Citizens Academia Government 

Edmonton River Value Builds on existing investments, increasing coordination, recognition, and impact Investment Tourism Talent Civic Pride 

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. 

Partner Co-Branding Options Designed to complement existing brands, not to replace them Research Centre One 

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. 

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 

Mayors and Councillors are supportive 

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 

Design, adapt and shared core imagery 

Build civic attachment old city brand new place brand 

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 

Engage the community Design an open system that people can see themselves in Photo taken at Fort Edmonton 

Work with local businesses Collaborators over the past 12 years: JUNQUE CELLAR 

Form collaborative networks 

Co-create imagery with the community 2015 2018 2016 2019 2016 2020 2017 2021 2017 2022 

Assess feedback from shops and the public 

Depicting our authentic color Edmonton River Valley 

Promoting our many festivals Edmonton Folk Festival 

Showcasing our architecture Alberta Legislature 

Celebrating our diverse cultures Heritage Festival 

Honouring our region’s ancestral roots Heritage Festival 

Design Criteria: minimalist and adaptable 

Scalable to map . homes, businesses, and destinations . . 

Invertible to lighten 

dynamic and energetic 

Engaging people through surveys and voting Which design do you like most? Public vote 

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 

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: 

Submissions for the 2025 Face of Edmonton Aim: depict the wildlife of the region, as recommend by City of Edmonton 

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 

Magpie selected as City Bird by 40K voters 

Submissions for the 2026 Face of Edmonton Aim: recognize the role of the bison, as suggested by the Indigenous community 

Public vote Bison in as the 2026 Face of Edmonton 

Our Bison story appears on TV, radio and papers 

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.” 

Prime Minister Carney approves 

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Citizens Business Government 

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 

Attract people and businesses to Edmonton Opportunities Build local pride and citizen engagement Co-branded products and organizations Promote our place brand coherently & globally 

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 

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 

Michael Overduin Contact: Founder & Director Edmonton River Alberta Limited company since 2017 with: c: 780 222 6281 e: [email protected] Mario Minichiello Professor, City Branding 

Thank you