We researched what people thought of Lewisporte. Feedback was varied, but most prevalent was the feeling that Lewisporte was a boater’s dream and recognized as the shipping connection to Labrador. Armed with this insight, we determined the brand character was nautical, affluent, progressive and natural. Each of our designers went away to develop their own expressions of this theme and several exciting choices were born. The Town of Lewisporte made a happy decision and the new logo was then incorporated into an identity package including stationary, envelopes, business cards and a beautifully animated logo. The brand was also integrated into a completely redesigned website and new trade show materials.