The team from Partners & Hawes (Taya, Catherine & Gisele) joined me at our Annual General Meeting workshops in May 2025 to answer questions from local tourism businesses and to better understand the brand development process, the meaning behind the brand, and ways to bring this destination brand to life. This third and final article is based on the Q&A session and focuses on our plans for the brand redevelopment process going forward.
If you haven't already done so, you can read the previous articles in this series through the following links:
Kelowna's Refreshed Brand: A Design to be Shared
A reminder that the excerpt below was taken from a May 2025 discussion, so there are references to work in 2025 that has now been completed.
Q: (Chris) There’s a lengthy list of items to update as part of the brand redevelopment project. How did you approach it, prioritize it, and what’s next?
A: (Taya) As part of the engagement process, we did an audit of everything we need to do, worked with the team to prioritize it, including time for internal socialization, sharing, training, and helping the team understand the new brand and put it into practice.
We have plans for seasonal campaigns to the end of 2025, all of which require new creative themes. We’ve done work on the programs and products – like the retail program – as part of that. We completed work on the website, social media templates, vehicle wraps, print and collateral material templates, corporate communication templates and more.
In 2026, we will turn our focus to how to extend the brand and make it more usable by local tourism businesses and perhaps other communities in the region. This is where we’ll see the brand come to life, and there’s so much potential.
Sign at Toronto Pearson Airport, as part of our spring advertising campaign.
Q: (Chris) You’ve described this brand update as something that is ‘scalable’ and something that can continue to grow and evolve over time. What does that mean and what structures have you put in place to allow that to happen?
A: (Taya) A strong foundation allows a brand to be scalable. When we were designing this brand system, we were intentional in leaving lots of room for growth and flexibility. We wanted to ensure it connected to all of the different facets of what Tourism Kelowna does, whether that be meetings and conferences, visitor servicing, sports and events, community work and more. Beyond that, we know Kelowna is the centre of the Okanagan Valley, the hub and starting point for explorations to other communities in the region. We designed the brand system to be able to build in modules for sectors and communities. There’s lots of room to grow. That’s one of the benefits of working with such a rooted and tangible strategic brand pillar like Life Giving.
Q: (Chris) We’ve got some really strong feedback about the brand strategy and visual direction from our partners, members, and community. One of the most common questions I get is, “How can I use it?” What’s still to come, and how can we help local tourism businesses use the updated brand more?
A: (Taya) Great question, and so good that the response is positive and wanting to be used and shared. We built a brand with a strong focal point, foundation, and room to grow. We know there’s more to come. I’ll let you answer and provide more of the roll-out, Chris.
A: (Chris) Thanks, Taya. We’ve got loads of work and items to update , which will take most of 2025. In 2026, we’ll turn our sights to further sharing this brand with individual tourism businesses, sectors, and nearby communities. As part of the research, intake and socialization processes, we’ve already met with many and discussed opportunities to partner and leverage these brand assets. The major work will begin in 2026. I don’t have all the details now, but I envision some ‘how-to’ guides, some resources to help, maybe a website with some background and guidance, and of course, our team will be helping to roll these items out. We will do this over the course of 2026. We plan to continue adjusting, adapting, growing, and shaping our brand and design direction over several years to keep pace with the changes our organization and destination will experience.
Photo asset from our 2025 winter brand shoot. Taken at 50th Parallel Estate Winery. Image credit: Darren Hull Studios.
Q: (Chris) – Ok, last question: having worked on this project for a good chunk of time, what’s something you’ve learned about the destination or the way you work through this project?
A: (Taya) – I live here in Kelowna, and this project has allowed me to look at our community and destination through fresh eyes and see a bit beyond what I already knew. I have a new level – a deeper level – of understanding about what makes Kelowna, Kelowna.
A: (Catherine) – For me, this one’s easy, it’s actually the light in Kelowna. I learned that there’s a distinct look to the light of Kelowna. It’s clear. Unfiltered. Bright. Radiant. And you see it the moment you drive in on the highway. Kelowna and the Valley reveals itself then, and it’s washed in this beautiful light.
A: (Gisele) – I learned that Kelowna is truly a four-season destination. Some other places may claim that, but through this project, I learned Kelowna can really own that descriptor. There’s something new, interesting and attractive about each season here, and that’s special and something I’m glad we were able to reflect through this brand strategy. It’s been so much fun to be a part of.
This is the final article about the work that went into Kelowna’s updated brand strategy and visual identity; however, there’s much more to come. As noted above, we’re planning to provide additional resources and guides throughout 2026 to help bring the brand closer to your business, sector, or community in the Central Okanagan.
Watch this space for more or subscribe to our Industry News Centre updates to make sure you don't miss a thing.
In the meantime, if you have questions about Tourism Kelowna’s brand or our marketing and communication strategy, please contact me at chris.shauf@tourismkelowna.com. You can also watch this recording of a presentation done in March 2025, when we introduced the refreshed brand.
