ST. ALBERT TO CULTIVATE LIFE WITH BOTANICAL ARTS BRAND

A community-led initiative will see St. Albert encouraging people to “Cultivate Life,” as the city works toward becoming a centre for botanical arts.

The new brand is the result of two years of research, community discussion and planning, with much of it coordinated by Destination Developments International, a company that has worked with more than 800 communities across North America.   Today, implementation of the plan is in the hands of a community Brand Leadership Team, made up of representatives from the public, private and non-profit sectors.

The botanical brand resulted from an in-depth analysis of what St. Albert is all about and, even more so, what sets it apart from other communities that will encourage people to visit, locate their business or even reside in the city.

“St. Albert is already known for its urban forest setting, parks and green spaces, beautifully-designed community gardens and tree-lined neighbourhoods,” explained Rob LeLacheur, Chair of the St. Albert Brand Leadership Team.  “With the major development of the Hole’s Enjoy Centre, plans for a wetlands interpretive centre at Big Lake, the largest outdoor Farmers’ Market in western Canada in our downtown, the Botanic Park, and so much more, it’s clear St. Albert embraces the botanical arts.”

While the primary focus of the brand is on the botanical arts, the meaningful theme of “Cultivate Life” encourages nurturing and growing in the areas that are most important to individuals.  Whether it’s cultivating the gardener in you, cultivating the artist in you, cultivating the athlete in you, cultivating the entrepreneur in you or cultivating in another area of interest, the theme connects with people from many different walks of life.

“I am so pleased to see this initiative take off, and with such outstanding participation by community members in providing their feedback and guidance to develop a brand that truly captures what St. Albert is about,” said Mayor Nolan Crouse.  “The messaging behind it reflects the nature of our community to grow and nurture – not only our environment, but everything that is important in our lives.  I encourage all residents to get involved and help in building and promoting this brand for our community.” 

While the brand is being introduced to the community at this time, the Brand Leadership Team is noting that a brand is not something that is simply put in place; it’s something that is earned.

“This is not happening overnight,” stated LeLacheur.  “Over the next couple of years, we need to put much in place to earn the brand – business outlets, community clubs and programs, key activities and events, and more – all with support from the public, private and non-profit sectors.  The main goal is for people to arrive on our doorstep to visit St. Albert, a centre for botanical arts, and we completely deliver on the experience for them.”

Part of the branding process was the development of a brand promise – a statement that captures the commitment and desired outcome for the brand.   St. Albert’s brand promise states:  As Alberta’s Botanic Arts City, St. Albert truly embodies a sustainable living philosophy.  A community renowned for its botanical arts, its commitment to a green lifestyle and the cultivation of activities that provide for a well-rounded quality of life.

The next step for both the Brand Leadership Team and the City of St. Albert is to look at timing for implementing the graphic elements related to the brand.

Many businesses and community groups in the city will be encouraged to support the brand and will be provided with the graphic elements to use as part of their visual identity and marketing materials, as well as information to help them promote the brand.

For the City as an organization, the intention is to not focus dollars on an immediate mass change of items, but rather to introduce these as most products or equipment, such as business cards, advertisements and logos on City vehicles need to be replaced.  For some items, this will be done in the very short term as there is little or no cost associated with the change.  For the largest items, or products and equipment with long shelf lives, it will be a much longer process.  It is expected that within two years the graphic elements will be on most City products, equipment and facilities.

- 30 -