Hello Downtown: the New Downtown BIA
Downtown Ottawa is known for its iconic architecture and deep ties to Canada’s democracy and culture. But the area has struggled since the pandemic, with fewer in-person workers eating, shopping, and socializing there every day. Sparks Street BIA and the City of Ottawa set out to change that by expanding the boundaries to welcome more residents, support small businesses, and give downtown the vibrant identity of a true urban centre.
Client
Downtown BIA
Sector
Economic development / Tourism
The expansion aligned with the Living Capital revitalization plan actioned by the Ottawa Board of Trade (OBOT). To prepare, Sparks Street BIA approached Alphabet® with a clear need: build a new brand—including a visual identity and messaging—to unite residents, businesses, partners, and visitors around the new vision of downtown.
brand
research & strategy
Key findings & strategic direction
Our process began with extensive desk research and stakeholder engagement. We explored what other BIAs were doing in Ottawa and cities like Toronto and Montréal. Then we sat down and listened to 16 key stakeholders across arts and culture, real estate, hospitality, tourism, small business, and municipal leadership. The research identified three key insights:
Lack of identity
Despite being the downtown of Canada’s capital and its symbolic landmarks, it felt unremarkable with all the stark-looking architecture.
Desire for cultural energy
Arts and culture are a major driver of tourism and resident engagement and vital to downtown’s revival.
Need for inclusivity
The new brand must reflect Ottawa’s diverse cultural groups and businesses, while promoting accessible and safe public spaces.
Informed by this research, we suggested a flexible, future-ready brand built to evolve with downtown. The strategy is one that lives, grows, and adapts as the revitalization plan comes to life over the next 10 years.
Stage 1: Investment
Signal to all audiences (residents, businesses, partners, and visitors) that change is happening and it’s their chance to shape the future of downtown.
Stage 2: Engagement
Call to action to create change, encouraging bold leadership and inspiring collaborative, courageous steps forward.
Stage 3: Recruitment
Once transformation is obvious and audiences start to promote the brand themselves, the brand positioning and personality becomes concrete.
Stage 4: Ownership
Shift from awareness to loyalty, where audiences are empowered and fully invested in the health and vitality of downtown Ottawa.
creative
Brand name & system
Downtown Ottawa is evolving. So it can’t be defined by one thing—dining or shopping, arts or events, culture or history. We suggested a system to express everything about the region and its future potential: Hello Downtown as the public-facing name, with a series of sub-names to tell the complete story. The corporate name, Downtown BIA, anchors the brand.
hello
Hello Downtown is friendly. It's clear and memorable. Above all, it’s human, speaking to the energy, personality, and warmth of the district.
From a new identity and messaging to a fully flexible brand system with dynamic logos and human-feeling typography. From a new, lively website to a video with House of Common revealing the updated look, feel, and positioning. Say "hello" to the new Downtown BIA.
