Fort Nelson Identity & Wayfinding Plan
CLIENT
Northern Rockies Regional Municipality
Fort Nelson, BC
BACKGROUND
Perched on the edge of the wild, Fort Nelson and the Northern Rockies Regional Municipality are rich in nature, history, and resources. For generations, this land has been a crossroads of Indigenous life, trade, and opportunity. Travel north along the Alaska Highway and, by the time you reach the 300-mile marker, a sense of wonder takes hold. During its construction, the 2,000 US Army engineers and local crews who carved the route through untamed wilderness in just eight months called Fort Nelson “Zero” – the true beginning of the road to Whitehorse and Alaska beyond. This brand and wayfinding plan reflects that same grit and purpose, while enhancing the downtown’s vibrancy, accessibility, and attractiveness for residents and travelers that journey to the North.
Stretch, Wander & Stay Awhile
Travellers on the Alaska Highway often have a set of rest stops built into their journey. What this identity seeks to achieve is to change the behaviour of people stopping to sleep, refuel and leave. A call-to-action logo with quirky animals standing on two legs visually depicts the challenge to "Stretch, Wander and Stay Awhile". This welcoming sentiment invites visitors into a vibrant downtown identity and wayfinding system that draws inspiration from historic signage found throughout the town to past influences from the U.S. Army and Hudson’s Bay with blocky serifs and a handcrafted charm. The colour palette pulls from the natural landscape to the spectaular Aurora Borealis. Paired with a system for storytelling, tourists are encouraged to look up at the Northern Lights, look out for wildlife and look back at history, ensuring visitors will not only know Fort Nelson's story, but they have the resources, knowledge and interest to explore it.
Enthusiastic Support
The identity and wayfinding system recieved enthusiastic support from the working group and council alike. Deputy Mayor Gerwing’s noted: “I’m so impressed with the project’s outputs. The concepts so resonated with me.” This project is currently in deployment and will be implemented over the next one to three years.