Welland in the News

Rebranding gives Welland a chance to tell its story, says Marc MacDonald

April 10, 2022

Rebranding gives Welland a chance to tell its story, says Marc MacDonald

image of rebrand graphic

Rebranding gives Welland a chance to tell its story, says corporate communications officer Marc MacDonald. CITY OF WELLAND

Welland doesn’t have a strong consistent brand, corporate communications officer Marc MacDonald told city councillors last week.

MacDonald said the city will rebrand itself with the help of Cinnamon Toast New Media Inc., which was awarded a $65,000 contract to be wrapped up by the end of the year.

“A brand is more than just a logo and tag line. Of course, we already have a logo and tag line — Bridging the past, present and future.

“But a brand is more than that. It’s an opportunity through both visuals and words to tell a story. To create an evoke a sense of feeling, sense of pride and sense of place,” said MacDonald.

He said a new brand can give the city a competitive advantage.

“We can position ourselves as the premier destination, certainly in Niagara. We are competing with everyone to get people to invest here, move here. We can bring them in with a strong, consistent brand.”

Eight companies sought to rebrand the city.

Cinnamon Toast New Media Inc. — it has offices in Hamilton and Ottawa — scored 95 out of a possible 100 when its bid was examined by city staff.

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