Shop the Bridge – Give the Gift of Shopping Local in Bracebridge

Shop the Bridge is a community-wide digital gift card program launched by the Town of Bracebridge in partnership with the Downtown Bracebridge Business Improvement Area (BIA) in November 2023. Facilitated by AnyCard, Shop the Bridge offers a unique way to support over 50 local businesses in Bracebridge, including shops, services, restaurants, and artisans. The program’s primary aim is to keep spending within the community, thereby fostering local business growth and sustainability.

The Shop the Bridge brand is built on a foundation of local pride and a commitment to supporting local businesses. The brand is fun and playful, uses vibrant colors, and incorporates a stylized bridge to represent an iconic landmark in Downtown Bracebridge. The silver bridge is an integral part of the Town’s identity and is also referenced in the Bracebridge’s tourism brand, “Visit the Bridge”.

The core brand promise of Shop the Bridge is to provide a convenient and impactful way for residents and visitors to support local businesses. By offering both physical and e-gift cards, the brand ensures flexibility and accessibility for all users. This promise is upheld through consistent messaging that emphasizes the benefits of local spending and the positive ripple effects it has on the community.

The brand guidelines outline the consistent use of visual and written elements to create a cohesive and memorable identity. The Shop the Bridge logo design is adaptable, allowing for seamless integration across various media, from digital platforms to physical merchandise and marketing materials. The tagline, “Give the Gift of Shopping Local,” encapsulates the essence of the brand’s promise to reinforce local patronage and economic health. Social media campaigns leverage the same visual elements to create engaging content that resonates with the community. Physical locations where gift cards can be purchased as well as gift card redemption locations also adhere to the brand guidelines, ensuring a cohesive experience for all users.

Sustainability is a key component of the Shop the Bridge brand. The e-gift cards, which can be sent via email or text, provide an environmentally friendly alternative to traditional plastic cards. This reduces waste and aligns with the growing demand for sustainable consumer options. Additionally, the program’s focus on local businesses reduces the carbon footprint associated with long-distance shipping and large-scale production.

Shop the Bridge exemplifies a creative, memorable, and meaningful brand identity. Through its comprehensive brand guidelines, distinct logo and tagline, and a strong brand promise, it has effectively inspired and influenced the Bracebridge community to shop local. The program’s commitment to sustainability and local support showcases how thoughtful branding can drive local economic growth. With its cohesive application across multiple media and its focus on fostering community pride, Shop the Bridge is a compelling candidate for the “Brand Identity / Application” award.

Shop the Bridge Brand Guidelines were too large to attach to this submission, even once compressed. The PDF file can be viewed/downloaded on DropBox here: https://www.dropbox.com/scl/fi/p9h4xa5uyamlc569wb0bs/Shop-the-Bridge-Brand-Guidelines.pdf?rlkey=dm3mt0n9rf101mcq8iezx4avq&st=tvrq07lf&dl=0