A shared identity for Edmonton A communitydriven place brand built over 12 years. 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 

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 

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. 

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 Kavaratzis, M., & Hatch, M. J. (2013). "The dynamics of place brands: An identity-based approach to place branding, Marketing Theory, 2013 

Edmonton Lacks a Shared, Recognized Identity 

Edmonton’s Many Logos: Fragmented Identity 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 used with the community 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 Mayors, Councillors, Elders, and Prime Minister Mark Carney 

Mayors and Councillors are supportive From: Andrew Knack To: Edmonton River Fri, 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, Andrew Knack Edmonton City Councillor 

Indigenous Partnership & Reconciliation • Rooted in amiskwacîwâskahikan, Treaty 6 territory • Co-created with Indigenous artists and designers • Integrates Cree syllabics, river stories, ancestral teachings • Design refinement with Elders and Knowledge Keepers • Supports Indigenous entrepreneurship • Aligns with reconciliation commitments 

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 

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 

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 

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 

Partner Co-Branding Options Edmonton festival branding using modular graphic extension Disclaimer: conceptual example to show integrated co-branding 

Partner Co-Branding Options Amplifying Edify Magazine brand with Edmonton Made crest Disclaimer: conceptual example to display adjacent co-branding 

Partner Co-Branding Options Complementing company branding with graphical extension Disclaimer: conceptual co-branding example showing shop locations & headquarters 

Partner Co-Branding Options Designed to complement existing brands, not to replace them Research Centre One Disclaimer: conceptual cobranding showing crests 

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 

Shared Visual Foundation and Convergance 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 the City. City modernized its corporate logo in 2016, yielding a shared visual baseline for corporate and citizen brand synergy. 

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 

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 signage and tourism 

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

Working with and Growing 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 & 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 

Magpie & Bison Voted 2026 Face of Edmonton design refinement with Elders 

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.” 

Our Bison Story appears on TV, radio, papers 

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” 

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. 

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, and global talent attraction. Civic pride, regional storytelling, and 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. 

Strategic Alignment & Proven Foundations 2026–2030 Strategy Mandate 12-Year IP & Indigenous Co-Creation Partner Co-Branding Models Directly aligned with municipal targets for civic Rooted in over a decade of community engagement Modular toolkit built for rapid adoption by local identity, tourism growth, and regional investment. and authentic Indigenous narrative co-design. businesses, festivals, and civic institutions. 100% policy-aligned framework. VALIDATION IMPACT Vetted civic & cultural equity. Turnkey open-source assets. Combines policy readiness, authentic cultural IP, and frictionless partner adoption. 

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

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 

Colours drawn from local town and city logos proposed concept 

O T N N O AL A United States China Japan Mexico South Korea India Vietnam Germany Italy United Kingdom Peru Singapore Netherlands Brazil Taiwan Indonesia Belgium Australia France Saudi Arabia EDM Recognizing Recognizingthe the top topcountries countrieswe we trade tradewith: with: T BER 

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 More details: https://www.edmontonriver.com/1-pager.pdf https://www.edmontonriver.com/Summary.pdf https://speakerdeck.com/edmontonriver/history