Tourism Surrey Client: Discover Surrey Website: discoversurreybc.com Date: 2016-04-06 Services: Design, Art Direction, Website Discover Surrey Surrey is one of the fastest growing cities in British Columbia. Like many burgeoning communities, typical growing pains led to a negative reputation that’s been hard to shake. Being in the shadow of Vancouver – its more popular and glamorous big sister – hasn’t helped. Tourism Surrey needed a fresh and engaging brand that reflects the community Surrey has become and its exciting potential as a destination as it continues to evolve. We started with a new name – Discover Surrey – and messaging that got personal by inviting its visitors (and residents) to be a part of Surrey’s story, and to tell their own. Next we branded Surrey’s six neighbourhoods to showcase their unique attributes and highlight the big city’s ‘small town’ feel. We also created an inspiring, perception-changing brand video* that showcases Surrey’s festivals, sports facilities, restaurants, and stunning green spaces. Our mission was simple: At the end of the video we wanted viewers to think, “No way! That was Surrey?” Art Director: Christopher Bradford Copywriter: Katie-Rose Petley Planner: Jane Stark Social: Patio Social Production: Agency Vancouver * This video is password protected due to it having not yet been released Messaging Behind every new discovery is a story – a journey, an experience, the start of something special… We’re proud to be telling Surrey’s story. It’s one we’re excited about, because it’s constantly growing and evolving. Now, we’re inviting our visitors (and our residents) to be a part of Surrey’s story, and to tell their own. Each person’s Surrey story is unique. Maybe they’re on a weekend getaway with the family, a trip with their sports team or here for a conference. Maybe they’ve just moved to the city, anticipating the start of an exciting new chapter. The one thing every story has in common is that it takes place in Surrey. Our big, burgeoning city is the starting point for something special. Neighbourhoods As a city, Surrey may be vast in size, but when it comes down to the nitty-gritty, we like to think we’ve got a cozy, small-town feel. Maybe it’s our sense of community, our civic pride, or the fact that Surrey is made up of six unique neighbourhoods. Isn’t that what any big city is, after all? Neighbourhoods, pockets of community, the places you know and love… all nestled together perfectly, like pieces of one big beautiful puzzle that we like to call home. Discover Surrey by its neighbourhoods and find out which one suits you best! Humanising the Brand There’s so much that Surrey offers: the eclectic mix of urban development and rural farmland, the multicultural culinary scene, the golf, the parks… but what really sets Surrey apart is the people. People who are proud, diverse and authentic. This brand is for them. We’ve crafted a humanised brand that represents these people. We also brought all of the marketing efforts under one creative. We traded ‘corporate’ for ‘approachable’ and ‘bland’ for ‘authentic’, and created something that visitors and residents can identify with. It’s a brand that ‘connects the dots’ by bringing Tourism Surrey’s programs together with one style and one purpose – to encourage people to visit Surrey. The new brand is malleable, identifiable and reflects our brand promise.