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 Too often, the city is defined by outdated stereotypes rather than by its strengths: a spectacular river valley, thriving arts and festival scene, entrepreneurial culture, welcoming communities, and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 CommunityDriven Metropolitan Place Brand Developed for discussion with key municipal, institutional, and business stakeholders. Michael Overduin Founder & Director Edmonton River 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 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 include: • investment • talent • tourism • events • civic pride Brand value in billion U.S. dollars From EH Dyvik ‘Leading cities globally 2021, by brand value’ Statista, 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 Add Builds on existing investments, increasing coordination, recognition, and impact Investment Tourism Talent Civic Pride
9. 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.
10. Partner Co-Branding Options Designed to complement existing brands, not to replace them Research Centre One
11. Partner Co-Branding Options Counterbalancing company branding with place branding conceptual cobranding example
12. 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 ‘MaryTyler 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 closely with ours.
13. 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
14. Mayors and Councillors are supportive
15. 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
16. Designing adaptable imagery
17. Building civic attachment via visual identity
18. 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
19. Engage the community Design an open system that people can see themselves in Photo taken at Fort Edmonton
20. Work with local businesses collaborators over the past 12 years: JUNQUE CELLAR
21. Form collaborative networks
22. Co-create imagery with the community 2015 2018 2016 2019 2016 2020 2017 2021 2017 2022
23. Assess feedback from shops and surveys
24. Depicting our authentic color Edmonton River Valley
25. Promoting our many festivals Edmonton Folk Festival
26. Showcasing our architecture
27. Celebrating our diverse cultures Heritage Festival
28. Honouring our region’s ancestral roots Heritage Festival
29. Design Criteria: minimalist and adaptable
30. Scalable to map . homes, businesses, and destinations . .
31. Invertible to lighten
32. Dynamic and energetic
33. Citizens co-create, give feedback & vote Which design do you like most? Public vote
34. 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
35. 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
36. Submissions for the 2025 Face of Edmonton Focus: depict the wildlife of the region, as suggested by City of Edmonton
37. 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
38. Magpie selected as City Bird by 40K voters
39. Submissions for the 2026 Face of Edmonton Focus: recognize the role of the bison, as suggested by the Indigenous community
40. Bison voted in as 2026 Face of Edmonton
41. Our Bison story appears on TV, radio and papers
42. 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.”
43. Prime Minister Carney approves
44. cobranding concept
45. cobranding concept
46. cobranding concept
47. cobranding concept
48. cobranding concept
49. Edmonton Place Brand Citizens Business Government
50. Request from Founding partners to launch brand, shape priorities and governance, and ensure long-term stewardship Join as an advisor Give feedback or a testimonial Provide a letter of support Explore co-branding benefits
51. Attract people and businesses to Edmonton Opportunities Build local pride and citizen engagement Co-branded products and organizations Promote our place brand coherently & globally
52. 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
53. 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
54. 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
55. Thank you