Brampton Entrepreneur Centre: Where Collisions Happen.
In 2024, the Brampton Entrepreneur Centre (BEC) unveiled a bold, modern brand identity that positions it as the heart of Brampton’s entrepreneurial community and a catalyst for connection and innovation. Purposefully crafted to reflect the City of Brampton’s 2040 Vision for a connected, inclusive, and innovative future, the new identity communicates BEC’s role as a launchpad for ideas, a space “Where Collisions Happen,” and the true Home of the Hustle.
As Brampton’s hub for small business services, co-working and entrepreneurship programs, BEC experienced unprecedented growth in 2024: over 1,635 consultations, 13,000 inquiries, and 100 events attracting 8,500 participants. This surge underscored the need for a unifying, recognizable and scalable brand that reflects the energy and diversity of Brampton’s business community.
The rebranding process was rooted in authentic engagement. BEC invited its members to contribute ideas, share feedback on visual identity concepts and weigh in on language that best reflects their entrepreneurial journeys. These insights informed key brand elements, ensuring the voice, tone, logo and tagline resonated deeply with the community it serves.
Creative Consistency & Application
The revitalized BEC brand identity is distinctive, vibrant and immediately recognizable. Its components include:
Logo: A dynamic design reflecting movement, energy and collaboration, visualizing the connections and momentum BEC creates.
Taglines: “Where Collisions Happen” and “Home of the Hustle” evoke the grit, drive and serendipitous opportunities that define the BEC experience.
Brand Promise: To empower Brampton’s entrepreneurs with the tools, connections and confidence to turn bold ideas into thriving businesses.
A full brand guideline document outlines visual elements, typography, colour palettes and usage standards to ensure consistency across platforms and media.
Since launch, BEC has successfully applied its identity across digital and physical channels:
- Social media & digital ads featuring branded video, motion graphics and infographics
- Signage and decals at its downtown co-working hub
- Merchandise & giveaways at major entrepreneurship events
- Presentation templates, reports and onboarding materials used in consultations and workshops
This consistent application enhances community recognition and reinforces trust across every touchpoint.
Sustainability & Local Impact
BEC’s brand rollout emphasizes digital-first communication, reducing paper waste through QR codes, online programming and engaging email campaigns. When physical assets are needed, like signage and branded materials, the City prioritizes local suppliers to support Brampton’s economy and minimize environmental impact.
Meaningful Impact
The new identity has energized BEC’s team, increased brand recognition and deepened its relationship with local entrepreneurs, many of whom now proudly share their affiliation with BEC on social media and in their storefronts.
BEC’s refreshed identity is more than a new look, it’s a reflection of Brampton’s values, a platform for community pride and a strategic foundation for future impact and scale.
Instagram: @BramptonBEC
