Salmon Arm is a small city in British Columbia long known as a beautiful place to visit. Resonance was hired to help find a competitive identity that would enhance the city’s economic development prospects, and help attract new residents, talent and investment.
Resonance carried out research to identify Salmon Arm’s strengths and challenges,
the audiences that could be attracted to the city, and its current business clusters. We discovered an undersung yet thriving entrepreneurial culture and innovative manufacturers whose presence clearly differentiated Salmon Arm from nearby cities. From our Situational Analysis, we articulated Brand Attributes and a Brand Personality that led to the Brand Essence “Small City Big Ideas” which married notions of warmth and community with an innovative subculture. The City of Salmon Arm and its economic development organization have both adopted the graphics and the tagline.