Over the past year, and after much public consultation, committee meetings and work with our friends Trajectory, Council officially endorsed our new branding this week.
Our brand is way more than just our logo. The really hard work was taking all the information gathered and developing our brand pillars, brand character, and our brand story.
Below is a summary of that work which I believe “sets the table” for a successful future for Stouffville.
Well done team!
Brand pillars are, by definition, “a set of attributes that produce the foundation for our Brand Story. They are meaningful, differentiated, and compelling.” In other words, they are the three pillars on which the Brand Story is told. The Committee developed three pillars. Through the public consultation and the Committee workshops, the following Brand Pillars were developed:
1. Natural Fit
‘Create your life balance here” • Right-sized living, ideally situated between downtown hubs and gateways to the north • Urban, suburban, & rural lifestyle options served by diverse transportation modes • Extraordinary abundance of sport & outdoor recreation options – trails, cycling, equestrian, golf, hiking and more. • Immense natural assets (Forests, Bruce’s Mill, Rouge Park access) • Rich connections to culture, sports, history, heritage, and faith groups • Straddling the ecologically sensitive Oak Ridges Moraine, we’re committed to sustainable futures.
2. Creatively-minded
“Welcome to home turf for enterprising creative sparks” • Creatives, makers, entrepreneurs and self-starters find great support and connections here. • We’re a municipality focused on progressive, long-term economic development strategies that welcome start-ups and entrepreneurs. • Locals show real support for Stouffville’s home-grown artisans, businesses and ventures.
3. Powered by Neighbours
Neighbours care. Neighbours engage. Neighbours belong. We are all neighbours here. • Welcoming to all, embrace diversity and inclusion for all • Authentic and real relationships • Run on people-power – active and engaged participation • Positive local and neighbourly engagement • Supporting families of all types.
Brand characters, by definition, are the traits that define how we want others to experience Stouffville. The Committee developed five Brand Characters. Through the public consultation and the Committee workshops, the following Brand Characters were developed:
1. Neighbourly
People engage here. Lending a hand is second nature. We’re welcoming, supportive and family-friendly – for all kinds of families!
2. Future-focused
We’re a place of bold aspiration – willing to pursue fresh ideas and unlock new opportunities. We continually build on the diversity, creativity, resilience and resourcefulness of our communities.
3. Celebratory
Creating a vibrant, inclusive culture helps reinforce a sense of belonging and shared values. That’s why celebrating our diverse traditions and creating new ones is so essential to our personality.
4. Proud
We’re not boastful – just unabashedly positive about our place. It makes our manner confident and self-assured.
5. Genuine
Authentic, grounded and pragmatic, we make realistic commitments and deliver on them.
Our Brand Story
The Brand Story is at the crux of the brand – it is what we strive for the public think we are all about. It is the story we want to tell. By definition, it is “a succinct and powerful articulation of who we are, what we offer and how that creates value.” Through the public consultation and the Staff workshops, the following Brand Story was developed:
“Stouffville offers a natural fit for residents, businesses and visitors who value our special fusion of green spaces, rich heritage, community connections and enterprising creativity. Straddling the ecologically sensitive Oak Ridges Moraine, we’re committed to sustainable futures for our urban, suburban and rural communities while being strong stewards of our immense natural assets.
Our 15 hamlets are home turf to creatively minded sparks in business, culture and society.
We’re all neighbours here… committed to growing as a inclusive locale that embraces diversity and runs on the kind of positive energy that welcomes and supports families and communities of all types. We are “powered by neighbours”… Stouffville.”
Below are some mock ups for how the brand can be used. Exciting days ahead!
