The economic development agency of Greater Victoria, South Island Prosperity Partnership (SIPP), needed a marketing campaign to attract foreign companies to either open up a business or relocate their offices to Greater Victoria.

Greater Victoria is not known for its strong economy even though it has 4 strong sectors, including tech. Typically thought of as only a destination for tourism, SIPP needed to show that Victoria has a vibrant diverse economy and is an attractive place to build a business.

After conducting a brand facilitation session with SIPP to understand their brand and what their goals are, Estella drilled down and determined the top 5 reasons why a company would want to relocate or open their business up in Victoria. The top 5 reasons for investing in Victoria became the theme for SIPP’s 24 page marketing booklet.

Estella developed the content strategy for the marketing pieces, worked closely with a writer on establishing the voice and tone of SIPP’s brand and wrote some of the copy.

SIPP didn’t have a library of images to draw from, so Estella art directed a 2 day photoshoot to get shots of a variety of business. 

The Invest Victoria brand for SIPP’s marketing materials was also designed by Estella. The logo identity shows there is energy, freshness and vibrancy in Victoria.

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“As a non-profit economic development agency in Greater Victoria, BC we engaged Estella through a competitive process to help us strategize and design a package of
marketing collateral for the purposes of attracting business and investment to our growing regional economy. This package included development of a visual identity that could challenge the pre-conceived assumptions that our target audience might have about our region.

Estella’s strategic approach helped us accomplish this in a professional manner that was refreshing and cutting-edge, but also complimentary to our region’s history and values. The brochures and collateral pieces definitely standout among our competitors. Through the process, Estella was very patient with our group decision-making style and made sure through each round of inputs that the integrity of the brand story and the desired outcome was always top-of-mind.”

Dallas Gislason
Director of Economic Development | SIPP