SHIPYARDS DISTRICT

REBRAND

The Shipyards District. A fast-growing urban neighbourhood with heavy tourism potential located in Lower Lonsdale on the edge of North Vancouver.

The rebrand responded to a need to balance the neighbourhood's existing history whilst integrating new urban modern elements that attracts tourism and improves the local economy.

The neighbourhood is known for its rich history of shipbuilding originating from 1906 when Alfred St. George Hamersley purchased and subdivided a district lot. The Wallace Shipyard proved to be one of the most fundamental operations during World War II, as they built and produced 109 out of the 312 "Victory Ships" that were produced in Canada.

As the country and its economy recovered from the war, The Wallace Shipyard reduced its primary workload to ship maintenance and repairs. In recent years, the City of North Vancouver has transformed the area into a local tourism attraction by reintroducing it to the community with new events, retail experiences, and services. Foreign travellers have also become attracted to the neighbourhood with its promise of beautiful scenery, local foods, and local handmade goods.

The logo is reminiscent of the uneven slats and panels of wood that are stacked together which are found in abundance in The Shipyards District.

The strong geometric presence within the logo and visual identity signify the inherent industrialized essence of the neighbourhood while the brand colours pay homage and balances the natural scenery that surround the neighbourhood.

The 2017 rebrand failed to address key elements that were integral to the essence of the beloved Shipyards District.

Comprehensive research was required to confidently embody the current fast-growing urban development whilst respecting and preserving the neighbourhood's valuable history.

To effectively rebrand The Shipyards District, it was essential to create brand guidelines that would serve as a manual and instruction booklet to represent the brand for internal uses. The website refresh was also vital in establishing a cohesive brand experience for external outward facing audiences. Combined with other brand assets, The Shipyards District's new visual identity promises to deliver a human-centred, warm, and welcoming adventure.