Going Downtown in Williams Lake


Williams Lake BIA
Williams Lake, British Columbia


Not unique to Williams Lake, BIAs can suffer greatly from a lack of partnership and communication between the different groups that operate downtown. This new brand is part of the effort to unify and galvanize the BIA, and effectively position and represent Downtown Williams Lake as the centre of commerce and culture for the Cariboo region, contributing to its economic and social prosperity.

Downtown Williams Lake BIA Logo

Getting to the strategic core by Caribou culture

Our stakeholder engagement sessions revealed that all participants wanted to see a densified, active downtown that is alive well into the evening with year-round events, food and arts with a diverse community living and working there as well. Through our strategic process we not only refined the brand goal and set several key objectives, but we teased out the character of what makes Downtown Williams Lake unique. Doing this allowed us to shape a Brand Story and a set of Brand Essence words used to guide the branding process as well as the BIA with their communications moving forward.

From this emerged the tagline, Colourful Cariboo Culture, which simplifes the key drivers to work together for a better Downtown that supports the region. The wordmark is colourful and eclectic, reflecting the multicultural and grassroots appeal of the downtown core. Inspired by the area’s folk art and many murals, the logo is coupled with a custom illustrative pattern for a unique and symbolic brand treatment.

Downtown Williams Lake BIA Stragety
Downtown Williams Lake BIA Pattern inspiration
Downtown Williams Lake BIA Business Cards
Downtown Williams Lake BIA Banner Design

Photo banner captured by Mitch Cheek