Alyssa Nam
Camrose County
Brand Design
Illustration
Expand Your Horizons
Overview
Camrose County needed a refreshed look and a brand that could shift public perception. The goal was to position the county as a place full of potential for tourists, families, and entrepreneurs, while still embracing its rural identity and setting itself apart from the nearby City of Camrose. The brand had to function across multiple departments while staying cohesive, recognizable, and easy to use.
My Role
I led the creative direction and design for the brand refresh. This included building out the visual identity, designing department-specific icons, and creating custom illustrations. I worked closely with the Camrose County team to shape the messaging and tone, and brought the brand to life through marketing materials like brochures, hoarding, and a hand-illustrated tourism map. I also developed a full brand guide to help the County team use the new system with confidence moving forward.
Challenge
Camrose County needed a refreshed look and a brand that could shift public perception. The goal was to position the county as a place full of potential for tourists, families, and entrepreneurs, while still embracing its rural identity and setting itself apart from the nearby City of Camrose.
Approach & Deliverables
We built the refreshed identity around the idea of hidden gems: unique places, people, and experiences that surprise and inspire. The new slogan, Expand Your Horizons, became the heart of the brand story, supported by flexible taglines like See What’s Possible, Unfold New Beginnings, and Dare to Discover in Camrose County, each tailored for different contexts and audiences.
Visually, the brand draws inspiration from the local landscape. We used earthy textures, a bold yet welcoming colour palette, and a clean type system to reflect the warmth and energy of the county.
Each department was assigned its own colour and icon to help people easily recognize and navigate services, whether through brochures, signage, or social media. These elements added clarity and cohesion across all communications.
To support tourism efforts, a hand-illustrated map and visual assets were created to showcase local attractions, trails, and experiences.
Impact
Camrose County’s refreshed brand is modern, welcoming, and true to its identity. The new visual system gives the county a stronger presence. The tools we created, including department icons and branded templates, make it easier to connect with a broad range of audiences.
With a solid brand foundation in place, Camrose County is better equipped to tell its story, support local services, and invite others to see what’s possible.