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 

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. 

Edmonton is entering a time of rapid growth 

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 

A place brand is civic infrastructure What place brand does: • Creates 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 

Edmonton lacks a recognized identity 

Edmonton’s visual identity is fragmented EDMONTON 

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 

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

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

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. 

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 

Mayors and Councillors are supportive 

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 

Request from Founding partners to launch brand, shape priorities and governance, and ensure long-term stewardship Advisors Letters of support Co-branding pilots Testimonials 

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 

Governance Model Founding Partners Stewardship Council (business, Indigenous, municipal, academic) Edmonton River Team Community Contributors 

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

Partner Co-Branding Options Counterbalancing company branding with place branding conceptual cobranding example showing shop locations and headquarters 

Partner Co-Branding Options integrating Edmonton festival branding with place branding conceptual cobranding example 

Partner Co-Branding Options amplifying Edify Magazine brand with Edmonton Made crest conceptual cobranding example 

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 

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 

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 

A Metric of Visual Validation Hunter Tura, CEO of Bruce Mau Design, critiqued City of Edmonton’s former typography 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 In 2016, the City updated its corporate logo. This modernization established an optimal shared visual baseline with our platform, ensuring seamless co-existence. 

The Evolution of the Maker Market City launches in 2013 We join as requested, providing Edmonton place brand imagery Grassroots Product Validation: Our platform has actively supplied and validated premium local maker merchandise in regional markets since early 2016. A Decentralized Ecosystem: With the City’s formal transfer of the Edmonton Made directory over to Edify Magazine, local product promotion has successfully moved entirely into the community sector. 

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 

Designing adaptable imagery 

Building civic attachment via visual identity 

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 event signage and tourism campaign wraps. 

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

Working with local businesses collaborators over the past 12 years: JUNQUE CELLAR 

Forming collaborative networks 

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

Assessing feedback from shops and surveys 

Depicting our authentic color Edmonton River Valley 

Promoting our many festivals Edmonton Folk Festival 

Showcasing our architecture 

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 

Citizens co-create, give feedback & vote Which design do you like most? Public vote 

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 

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 

Submissions for the 2025 Face of Edmonton Focus: depict the wildlife of the region, as suggested 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 Focus: recognize the role of the bison, as suggested by the Indigenous community 

Bison voted in as 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.” 

Edmonton is co-creating a new place brand 

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 

proposed concept 

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 

Campaign Co-Branding Interface Illustrates temporary co-branding options for international tourism campaigns proposed concept 

Unified Place Brand for Edmonton Citizens Business Government 

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

Thank you