Over the past 25 years, Mississauga has experienced tremendous growth. Despite being ranked as Canada’s 6th largest metropolis, it remained plagued by “edge city” issues – caught in the shadow of its significantly larger neighbor, Toronto. Our role: help  Mississauga communicate its unique proposition and promote its downtown, which is also undergoing its own transformation. Broad stakeholder input was essential. We conducted quantitative research, focus groups, created a project website to keep residents involved, and conducted three brand workshops with hundreds of attendees. Our deliverables included a research summary, brand strategy, a brand book and multi-year implementation and marketing plans. In addition to being strongly endorsed by City Council, the program won three international place brand awards.


  • The Strategic Counsel


  • PlaceMatters


  • 2015 Gold Winner, Transform Magazine:
  • Best strategic/creative development of a new brand
  • CityNationPlace awards (London):
  • Best Communication Strategy, 2015 Runner up
  • Top 5 place brand case studies 2015
  • placebrandobserver.com