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 neighbour, 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.


Brand strategy / Qualitative research / Stakeholder engagement / Guidelines / Marketing and communications plans / Implementation planning


The Strategic Counsel (research)
PlaceMatters (strategy)


2015 Gold Winner, Transform Magazine
Best strategic/creative development of a new brand

2015 Runner-up, CityNationPlace Awards (London)
Best communication strategy

2015 Top 5 Place Brand Case Studies, placebrandobserver.com