Discover Halifax

Halifax BID and Discover Halifax were working towards the same goal, but operating under two identities had created confusion. Businesses encountered one organisation, consumers another, and the relationship between the two wasn’t always clear.

Rather than starting again, we looked at what recognition already existed. One seemingly simple detail stood out: people knew Discover Halifax by its purple. The team’s visible presence around the town had turned the colour into a valuable piece of brand equity.

That gave us something to build from. Bringing everything together under Discover Halifax, we retained and strengthened the elements people already recognised while creating one clearer identity capable of speaking to businesses, residents and visitors.

The refreshed system brought consistency to a previously fragmented brand without losing its colour or personality, giving the organisation a clearer message and more welcoming voice.

The result was greater clarity and recognition, a stronger connection with the community and, crucially, one Discover Halifax rather than a brand with what the client described as a former “split personality”.