Leveraging the brand equity forward with a brand augmentation and the introduction of a brand extension in unison with the launch of a new website for Row Ontario.
Row Ontario is recognized by the Ministry of Heritage, Sport, Tourism and Culture Industries as the not-for-profit governing body for rowing in the Province of Ontario. They approached THEY in the spring of 2019 for a new website. Upon initial review, it was clear that the organization required an updated brand to be inline with a new website.
The goal was to leverage the equity in the existing brand mark but clean it up and modernize it slightly. While the new mark is much better, it still presented some challenges as it related to branded merchandise and certain other applications. The strategic solution was to use the Row Ontario identity as more of a corporate logo and then introduce a secondary brand element, ‘ROW ON’ a double entendre with acts as an abbreviation for Ontario but also creates an action statement to keep on rowing.
With the new brand in place, it was applied to a beautiful and intuitive new website with streamlined and custom Content Management system providing the organization with control of more than 95% of the content on the site.
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