Muskoka Lakes:
Brand Development & Launch.

The Background

Over the years, The Township of Muskoka Lakes has become one of Canada’s foremost luxury brands. It’s the ultimate cottage destination for many of the who’s who of the Canadian and US social scenes. As well, the host to the 2010 G8 Summit. The town is home to only 3,000 year-round residents but it balloons to 40,000 during the summer months. However, there was a huge discrepancy between the status of the brand and the homey identity that was created back in the 70’s.

The Insight

After lengthy, maverick-style research, it was determined that there were two opposing audiences that enjoyed the serene, Canadian wilderness – the year-round residents and the new, affluent cottagers who summer there. How do you create an identity that doesn’t alienate either audience? By uncovering the reason why both audiences love Muskoka – the unspoiled nature. We took the thought of unspoiled nature and paired it with Muskoka’s world-class amenities. Thus, the positioning was born – Where Spoiled Meets Unspoiled.

The Result

A bold new visual identity was created utilizing the iconic Muskoka chair symbol along with the introduction of the tagline, “This is the Life.” The identity was met with tremendous approval from a diverse group of political and social groups and became a rallying point for locals. The new brand is currently being rolled out and has already raised the profile of the Township gaining global recognition for the G8 summit.