Royal City residents will be sporting T-shirts celebrating the city’s waterfront, but it remains to be seen whether the Tin Soldier makes the final cut.
New Westminster’s waterfront is being branded as The Riverfront as part of the city’s vision for the area, which includes the Fraser River and lower Brunette riverfronts from Sapperton to Queensborough. The brand strategy and marketing plan is intended to establish a distinct identity for the waterfront and to accompany brand and marketing for promotional purchases.
“To increase awareness of the waterfront vision and its role in creating great public spaces, promoting economic development and creating a unique destination within the region, a district identity (brand) is required,” said a staff report. “The brand creates a recognizable and compelling identity which can be used in promotional and marketing opportunities. Once completed, the marketing plan accompanying the brand will help raise awareness of the waterfront vision initiatives by the community and other stakeholders, promoting investments.”
The city hired the consulting firm Dead Famous to develop a “visual identity,” and council considered a couple of options at a June 20 workshop. It would be used for marketing purposes and would appear on items such as street banners and T-shirts.
The design being considered includes the words The Waterfront, along with some images such as a tugboat, a bridge, trees, buildings and the W for the Wow New Westminster public art on the waterfront. Some councillors expressed concern that the World’s Largest Tin Solider located on the waterfront was missing and should be included in the design.
The consultants will bring back some colour options for council’s consideration, as some councillors weren’t keen on the royal blue, as well a design including the tin soldier.
“It seems like you have really nailed down the historic and the modern in New West,” said Coun. Mary Trentadue, noting the two can sometimes be at odds. “I think we are trying to marry the old and the new.”
