“A Small City with a Big Heart” has been unveiled as the new brand for Saint John.
City staff announced the refreshed brand — with a tagline shortened to “Small City, Big Heart” — during Tuesday’s council meeting.
Developing a municipal place brand had been identified as a priority initiative by council.
Coun. David Hickey, who represents Ward 3, said the brand is a perfect fit for the community.
“I think this really captures who are are as a community and I think it also captures who we are and hope to be as an organization,” said Hickey.
Ward 4 councillor Paula Radwan said the “bold and warm” brand is absolutely what the city needs.
Deputy Mayor John Mackenzie said city staff did a great job at coming up with a brand for Saint John.
“This is really, really well done. I think it captures Saint John as I see it, and I’ve lived here my whole life,” said Mackenzie.
Lisa Caissie, director of external relations, said the brand encapsulates the essence of the community — a warm, welcoming spirit and a dedication to unity, growth, and environmental stewardship.
The city said the initiative was guided by professional marketing agency HAWK Communications, developed in collaboration with Envision Saint John, and reflects market research conducted by Narrative Research.
City staff said the new brand will be introduced, both internally and externally, over the coming weeks and months.
Image: Submitted/City of Saint John
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