Key Challenge
But seriously, folks.  It’s hard to take a person too seriously when they’re wearing bunny slippers.  The struggle can be the same when you have a funny name.  Consider the case of Moose Jaw, Saskatchewan, Canada.  The community was looking for an identity that would help it grow in the economic development arena.  But was a funny name, coupled with a reputation for political divisiveness and an aversion to change, resulting in Moose Jaw being overlooked and underestimated? How could this Canadian city with a funny name become a serious economic contender?  

Critical Insight
Funny is money.  North Star research found that being taken seriously is seriously overrated.  With a history chock full of colorful characters, a legacy of quirky optimism and a gift for bringing stories to life, Moose Jaw has accomplished things no one thought it could . . . all with a style that keeps people smiling.  In fact, research showed that Moose Jaw is tops in the province when it comes to tourism. And it rates pretty darn high as a place to do “serious” business as well. Most interesting of all, outsiders remember Moose Jaw because they remember its name.  

Brand Strategy
North Star recommended positioning Moose Jaw as a gathering place for colorful characters creating a community that is anything but ordinary piquing curiosity, sparking inspiration, and rewarding both.

A key aspect of the Moose Jaw brand is to keep it quirky and interesting, playing off the imagery that its unique name conjures up.  The line Surprisingly Unexpected! paired with a moose antler logo are intriguing, relevant and whimsical.

Initial Concept

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  

North Star introduced a strategy that embraces Moose Jaw’s history of colorful characters and being anything but ordinary.  Partnering with the Noblet Design Group, North Star recommended a creative approach that plays off the community’s unique name and the imaginative imagery it brings to mind. 

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Moose Jaw. All were designed to help them wear their brand like a second skin.

Kudos

"Working with North Star was a most positive experience. The City of Moose Jaw Branding Committee was thrilled to receive our combined candidacy to work on their branding initiative; it gave them the valuable community branding expertise of North Star, paired off with the recognized talent of a local design firm. And after awarding the project to our team that appreciation was only confirmed again and again at every stage. North Star had a very tight timeline to respect with this City, yet remained thorough, professional and pleasant throughout the whole research phase. From the perspective of a local design and branding firm, teaming up with North Star was a great asset. They generously shared their insight and experience with us, provided us with clear and practical observation based on solid research, and definitely helped us develop a very unique brand and strategy for Moose Jaw."

- Yves Noblet, President, Noblet Design Group