Menu
-
Email
info@lackey.agency -
Phone
+1 416 524 7844 -
Location
8 Shady Lane, Alma, New Brunswick
Canada, E4H 1N9
- Support center
Phone
+1 416 524 7844Location
8 Shady Lane, Alma, New Brunswick
3 Villages and 9 Local Service Districts (rural communities) were restructured in to one entity by the Province of New Brunswick, leaving most residents unhappy with all Government types.
The first year was very difficult for the new Council. And the dissatisfaction began being aimed squarely at them.
After selecting the name Fundy Albert, Council needed to craft a new brand that people who lived in this new community were proud of. And this same brand must attract tourism, as that is the primary economic driver in Fundy Albert. The new brand must be deeply rooted in the people and the history of
the area
In keeping with our “align process” we started with:
We began with doing research on the history of the region
We then conducted Community workshops in each community
We used Dr. Min Basadur’s Applied Innovation process for facilitation
We used our organizing structure – Brand Platform development: Promise, Positioning, Strategy, Vision, Mission, Values, Tone & Manner, Tagline
We wrote a Creative Brief that “handcuffs” the creative team with clarity, allowing them to focus on creativity
We had 3 masters to serve -positioning for multiple audiences (residents, tourists, government)
We used the language we heard in the public consultations sessions to find patterns and themes
We developed our Brand Platform and reported or findings to Council, including the tagline “Friendly by Nature”
We completed the logo/wordmark development, including the tagline
The colour palette was extracted from a photo of Dennis Beach and featured the real colours of Fundy
Brand Style Guide for consistency
We recommended implementation across the touch-points available to the Admin team
Our client has been great about ongoing adherence to brand guidelines
Community presentation and buy-in
Tagline
Friendly by Nature
Results
Awesome
Everyone loved the new look and feel. The Marketing Thought is “Friendly by Nature” and all communication delivers. Not a single negative comment on social media and Facebook is the primary method of communication in the Village.
A great lesson for clients with small budgets. Doing the up-front work of WRAP, BAG & TAG allows a very disciplined approach to promoting the brand (BRAG)
A great brand requires sound execution and the Village Administration is doing a great job of following the brand style guide.
Marketing is simple and we make it complex: it must help produce the business results of the business it serves.
© 2025 | All rights reserved by Lackey Advertising
© 1990s – 2025 | Alrights reserved by Lackey Agency
