Campbell River Economic Development
Vision Statement, Brand Positioning, Brand Pillars
Agency Partner
Can you turn a traditionally working-class town, with an economy based in natural resources, into an innovation hub? The passionate team in Campbell River’s Economic Development (CRED) department thinks so—but they needed some help with articulating that vision. This project began with a series of stakeholder workshops with residents of Campbell River, who are remarkably proud of where they live. By conducting a series of group activities, I was able to gather information about what’s so wonderful about living and working in this rapidly growing city, and how innovation might enhance its existing industries rather than replacing them entirely. The end result: a vision statement and pillars that have helped CRED make a compelling case for new initiatives that will help Campbell River diversify its economy for ever-evolving times.
Positioning Line & Story
Innovative by nature.
What does it mean to innovate? Simply put, it’s about developing new approaches, products or ideas. It’s about improving how things are done—in big ways, and small-but-important ones—for the benefit of both people and planet. And while the tools and technologies with which we innovate are ever-evolving, a spirit of innovation has been alive in Campbell River’s enterprising and entrepreneurial people since the city’s early days. It’s always been a place for problem-solvers. And today, innovation is happening everywhere—in our factories and forests and fish farms; in our kitchens and classrooms; in our hospitals and homeless shelters; in our co-working spaces and maker labs. Because innovation is imperative.
Because Campbell Riverites care. We’re proud of where we live, and genuinely invested in its future. Though we’re perhaps best known for the spectacular natural environment that surrounds us, it’s our warmly authentic, naturally neighbourly people who make our community what it is. Who make Campbell River one of BC’s best places to start and grow a family. To start and grow a business. And it’s because of them that our increasingly robust innovation ecosystem is something truly special: supportive, collaborative, creative. Bursting with possibilities and opportunities to work together; to invest capital, talent or time; to build on our community’s considerable strengths, solve its most pressing problems, and continuously co-create a more vibrant and diverse Campbell River we can all be proud of.
Positioning Pillars
Naturally resourceful
The people of Campbell River have long proven to be nimble. Able to adapt. Time and time again, we’ve shown that we can adjust to whatever the world throws at us: boom-to-bust cycles and regulatory uncertainty within our bedrock industries. A climate crisis; a global pandemic. In a world where innovation is no longer optional—where flux is the only constant—the dogged determination and creative resourcefulness of our people proves that we’ll be up to any challenge that comes our way.
Naturally cooperative
Campbell River’s enterprise environment is innately cooperative. Though the world’s best-known stories of innovation and entrepreneurship often star lone-wolf visionaries, that’s never been our way. It’s in our nature to seek partners in problem-solving; to identify opportunities to align and join forces. Here, we much prefer to share both risk and reward. More and more, Campbell River has infrastructure, supports and resources to formalize and facilitate these connections. Because we believe we can do more—better—together.
Naturally balanced
Campbell River is a good fit for those who work hard, but have a life outside work. Who make it a priority to balance work with play; professional with personal. Our innovators are about promising ventures—and exhilarating adventures too. And since science shows that time in nature makes people more productive and more creative, we believe the boundless nature all around us is one of our entrepreneurial ecosystem’s best attributes. Around here, work/life balance comes with the territory.
Naturally inclusive
Our community is open to all—as warm and welcoming to newcomers as it is to those whose families have been here for generations. And to the First Nations communities whose ancestors have called this land home for even longer, we demonstrate the appropriate deference and respect by ensuring that their perspectives are not only heard, but woven into the fabric of the city. Diversity is vital to our success as a community—economically, culturally, socially—so, together with our partners, we do what we can to ensure that everyone, of all ages, genders, races, abilities, sexual orientations, and socioeconomic circumstances, has access to the housing, support and opportunities they need to thrive. In Campbell River, everyone belongs.
Naturally neighbourly
Campbell River occupies a sweet spot—big enough to have the health, entertainment and lifestyle amenities families want and need; small enough to feel like a genuine community. We’re a know-your-neighbours, chat-with-your-butcher, look-out-for-one-another kind of place. Many move here for the lifestyle, for room to grow, for proximity to nature—and quickly realize that their favourite thing about Campbell River isn’t big properties or biking or boating. It’s the sense of belonging many didn’t even know they were missing. To live in Campbell River is to invest in something meaningful and increasingly elusive.