Discover Halifax

Founded with the mission to invigorate the Halifax community and its businesses, the dual entities of Halifax BID and Discover Halifax encountered a pivotal challenge. The overlapping roles and contributions of both branches caused confusion among both the community and businesses, highlighting a strategic need for a clear, unified brand identity. The decision was made to consolidate under the well-regarded Discover Halifax brand, leveraging its substantial brand equity to clarify the organisation’s purpose and enhance its communication strategies across both B2B and B2C channels.

The cornerstone of our rebranding strategy was to harness the existing brand equity of Discover Halifax. During our comprehensive discovery process, a key insight emerged—the community’s strong association of the colour purple with Discover Halifax, a recognition cultivated by staff members wearing purple around the town centre. This finding was instrumental in shaping our approach, leading us to embrace and enhance this distinctive brand element.

Our objective was to forge a cohesive visual identity that would resonate across the diverse spectrum of Halifax’s businesses and its broader community. Integral to this vision was the incorporation of a dynamic rainbow graphic, a nod to the organisation’s original brand colours while symbolising the inclusive and vibrant spirit of Halifax. This graphic element was pivotal in maintaining continuity with the past while propelling the brand into a future marked by diversity and inclusiveness.

The rebranding journey focused on synthesising various existing brand components into a coherent whole. Previously, the brand’s colourful personality was marred by a lack of cohesion, challenging our team to streamline these elements into a unified, recognisable identity. Through meticulous planning and creative execution, we unveiled a refreshed Discover Halifax identity that stands as a beacon of clarity, recognition, and inclusivity.

Emerging from this strategic rebranding, Discover Halifax now boasts a robust and unified brand identity, adept at clearly articulating its mission and values to both business affiliates and the wider community. This revitalised identity not only enhances visibility and recognition but also eliminates the former “split personality” perception, fostering a stronger, more consistent presence across all touchpoints. With a clearly defined message and an inviting tone of voice, Discover Halifax is poised to welcome residents and visitors alike into a future where every interaction is a testament to its cohesive, vibrant, and inclusive brand ethos.

Reflecting on this transformative journey, Chloe, representing Discover Halifax, shared, “The rebranding has been pivotal in achieving clarity and real recognition for our organisation. We’ve moved away from the disjointed feel of the past, embracing a stronger mark and uniformity in everything we do. With a clear message, consistent tone of voice, and an identity that’s both accessible and welcoming, we’re now better positioned to connect with our community and beyond.” This testimonial encapsulates the essence of Discover Halifax’s rebranding success—a harmonious identity that resonates deeply with the heart of Halifax.