---
title: A north star for Western New Brunswick
date: 2026-01-07T10:18:00-05:00
author: Yang Li
canonical_url: "https://www.alphabetcreative.com/work/western-new-brunswick-brand-identity/"
section: Work
---
research &amp; insight

## How do we know what  
the right brand is?

Who is RSC12 as a brand? How do they want to reposition themselves? What are the gaps and opportunities? We dove into research for answers, reviewing provincial and regional materials; examining results of stakeholder sessions conducted by our consulting partner, Floor13; and doing stakeholder sessions of our own with residents, mayors, and businesses. This is what we discovered.

 

### If you can’t beat ‘em, join ‘em

People don’t know where Western Valley is. But they’ve all heard of New Brunswick. By adopting a geographic place name, there’s no mistaking the location.

 

### Break bureaucratic boundaries

Stakeholders recognized that Western Valley was more of a bureaucratic boundary than a destination. With a proper place brand platform, RSC12 can start to shift perceptions.

 

### Stand behind the brand

It was all siloed without a common place brand. From local communities to municipal services, business owners to residents. But a more universal brand is something everyone owns.

 

 

 

 

 

    ![Western New Brunswick Full Logo](https://www.alphabetcreative.com/assets/transforms/clients/wnb/_800xAUTO_crop_center-center_none_ns/wnb_full_logo.jpg)  

 

 Visual identity

## The name is not the story

RSC12 needed a new name to match the next chapter of the Commission. Supported by our research insights, we recommend a clear, location-first name: Western New Brunswick. It doesn’t need explaining, it identifies the place quickly, and it serves as a parent brand for all departments and places within RCS12.

 

 

 

 

brand

  ### It’s civic-friendly and visitor-friendly, flexible and memorable.

The visual identity is clean and friendly. The wordmark is easy to identify and familiar, while the angled W motif subtly nods to the region’s rivers and New Brunswick’s sail icon. The flexibility is in the simplicity of it. From the core brand to the divisions beneath it, the memorable shorthand to the complete brand system in all its forms.

 

 

  ![West NB emblem over a sunset valley photo background](https://www.alphabetcreative.com/assets/transforms/clients/wnb/_800xAUTO_crop_center-center_none_ns/wnb_badge.jpg)  

 

   ![animation of logo with changing subbrand names](https://www.alphabetcreative.com/assets/clients/wnb/wnb_subbrands.gif)  

  ![mockup of website on mobile view](https://www.alphabetcreative.com/assets/transforms/clients/wnb/_800xAUTO_crop_center-center_none_ns/mockup_webpage.jpg)  

 

   ![mockup of business stationery and collaterals](https://www.alphabetcreative.com/assets/transforms/clients/wnb/_800xAUTO_crop_center-center_none_ns/wnb_mockup_stationery.jpg)  

 

 ## To learn how Alphabet® can help tell your story, **get in touch, and we’ll get started.**

 [ contact us ](mailto:info@alphabetcreative.com?subject=Looking%20for%20more%20information) 

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