The Regina 25 – Celebrating the Spirit of Our City

Purpose of Project (including anticipated outcomes)

The Regina 25 was created to shine a light on individuals making a meaningful impact on Regina’s economy and community – celebrating innovation, leadership, and civic pride. The campaign required a flexible, community-rooted brand identity that could resonate across digital, print, and live experiences while feeling unmistakably “Regina.”

The goal was to develop a recognizable, professional brand system that was both modern and accessible, helping to grow awareness of Economic Development Regina’s work, encourage public engagement, and elevate Regina’s identity as a city of doers and leaders.

In early 2025, EDR launched the inaugural Regina 25, a first-of-its-kind, city-focused recognition campaign. Featuring five award categories tied directly to themes in Regina’s Place Brand, the initiative combined an online nomination platform, coordinated media outreach, and a live award presentation event. The visual identity was foundational to bringing these elements together with consistency, credibility, and local character.

Effectiveness/Meeting Objectives (if known)

Objective: Build community recognition through consistent, localized brand identity
Result: The Regina 25 brand was applied across 20+ campaign assets, including the website, social content, signage, event visuals, a promo video (https://www.youtube.com/watch?v=WS9oJOzkE0Q), and promotional items. The consistent application helped establish a strong campaign presence, contributing to 150+ nominations and gaining traction among sponsors, media, and the community. The cohesive, professional look positioned the initiative as credible, inclusive, and community-first.

Challenges & Changes Made:

Creating a new identity from scratch came with challenges – striking the right tone that felt celebratory without being overly corporate and balancing bold design with flexibility. We workshopped visual directions internally to find the right fit. The final identity is clean, modern, and vibrant, designed for longevity and easy reuse in future applications.

Target Audiences (demographics)

• Engaged citizens eager to boost civic pride by sharing positive stories about the people who make Regina special
• Industry stakeholders, business leaders, and educational institutions who have a stake in growing Regina’s economic momentum
• Potential new citizens or investors interested in learning more about what makes Regina special

Any specifics as detailed in the particular awards categories:

The brand system includes a full visual identity guideline, covering logo usage, colour palette, font hierarchy, tone of voice, and layout best practices. The identity was applied consistently across the website, social media posts, promo items, marketing collateral, event slides, and video overlays – ensuring a unified and memorable campaign experience. The brand’s tone and visuals align closely with Regina’s Place Brand, strengthening overall city brand equity.

Any details regarding the sustainability of your project. Sustainability is about being mindful of one’s place, processes, and mentality in order to influence change for the better of our communities, local and global.

Sustainability was a key consideration in both design and execution. The visual system was created for longevity and scalability, minimizing the need for rebranding in future editions. Most materials were distributed digitally to reduce print waste. Templates and visual assets were designed to be repurposed year-over-year, supporting environmental sustainability and operational efficiency. This approach ensures the Regina 25 brand can grow with the community, not outgrow it.