Rebranding the Province

Thunderous waves, ancient rainforests, peaks that pierce the sky - British Columbia’s wilderness is in a league of its own. It’s one of the few places on the planet where nature still reigns supreme. And when you’re standing in the midst of it, you feel it. Unfortunately, the same couldn’t be said for the brand that represented it. So, in 2014, we set out to give Destination BC a new identity, one that would do the province justice.

To launch the new brand, we developed the Wild Within - a campaign platform that spoke to BC’s untamed wilderness and the wild spirit travellers rediscover in themselves when they experience it.

Instead of using typical travel photography that’s all sunshine, smiling faces and rainbows, we used shots that embraced the raw power of BC’s nature.