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NewsJun 13, 2018

Make It Kitchener Identity by Intent

Written by Ben Hagon RGD


  • Client: City of Kitchener
  • Creative Director: Ben Hagon RGD
  • Senior Art Director: James Bisch
  • Senior Designer: Lindsay Pasichnyk
  • Photographers: Jesse Senko, Joe Martz


The City of Kitchener wanted a new brand for their economic development strategy with a youthful, more authentic feel, appealing to all audiences. As a result, Intent designed an oversize, unbound document on uncoated paper with the logo rubber stamped, by hand, on the cover of the document. This communicates an authentic, handmade feel and conveys the grassroots, maker-culture that is thriving in Kitchener. Intent also designed a website that focuses on real, authentic stories from the people who are ‘making it’ in Kitchener.

Judge's Comments

This project demonstrates a clever application of both visual treatments and typographic solutions. Authentic photography is used to entice readers to engage with the creative. Additionally, the slogan, ‘Make It Kitchener,’ speaks to the audience with a catchy hook. Overall, this economic development project paints an appealing picture of Kitchener as a place to work and live.

- Kim Pickett CGD


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