We transformed Gastown’s digital identity, creating the “Old Soul, New Spirit” branding concept alongside a comprehensive website redesign. This revitalized approach significantly improved brand consistency and online user experience across all platforms.
Gastown
About The Client
The Gastown Business Improvement Association (BIA) actively supports and promotes economic growth, cultural vitality, and community initiatives within Vancouver’s historic Gastown district. Committed to advocating for local businesses and enhancing the district’s appeal, Gastown BIA recognized their existing online presence no longer adequately reflected the vibrant energy and contemporary spirit of their community. Initially seeking only a website redesign through a formal RFP, Gastown BIA discovered, through collaborative insight and analysis, a deeper need for a comprehensive brand refresh and strategic repositioning.
Step One
Discovery and Alignment
Initially engaged through a competitive RFP process to redesign the existing Gastown website, our team quickly identified the necessity for a deeper branding review. Through digital workshops, extensive discussions with the BIA board, and targeted brand discovery sessions, it became clear that Gastown required a refreshed brand identity to accurately reflect its dynamic, vibrant, and community-focused spirit. We developed a fresh brand identity including an entirely new logo and brand aesthetic. Following this, we conducted detailed UI/UX workshops to translate this revitalized identity into a contemporary, engaging, and “Soho-inspired” online user experience, reflecting Gastown’s blend of historic charm and modern sophistication.
Step Two
Detailed Analysis and Strategic Planning
With the refreshed brand identity established, we developed the creative and strategic theme “Old Soul, New Spirit,” expressed consistently through carefully crafted content, visual storytelling, and strategic brand extensions. Additionally, our team conducted a thorough SEO audit and technical analysis, successfully migrating over 10,000 web pages while optimizing and reducing media files to achieve a substantial decrease of over 40 GB in website storage. The new site was built on a client-friendly CMS for ease of management, complemented by comprehensive expansion of targeted SEO keywords. We further integrated robust analytics software, enabling precise tracking and continuous improvement of website performance and user engagement.
Step Three
Implementation and Integration
In close collaboration with Gastown BIA, we executed the seamless transition to the refreshed branding and rebuilt website. The meticulous migration and optimization process ensured minimal disruption while significantly enhancing digital performance and usability. Continuous monitoring during and post-launch ensured the brand refresh was consistently and effectively implemented across all digital platforms.
Results and Impact
Gastown BIA now possesses a revitalized brand and fully optimized online platform, accurately capturing the historic charm, contemporary vibrancy, and community spirit of the district. The successful brand refresh provides strong consistency across all channels—including social media, community outreach, and in-person interactions.
The updated and streamlined website has significantly improved user experience, bolstered SEO performance, and provided powerful analytics tools to support future growth and strategic planning.
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