St. Jacobs Country, a picturesque village nestled along Ontario’s Conestogo River, is known for its charming ambiance, farm-to-table produce, and Mennonite heritage, lacked a cohesive identity. Despite its unique offerings and loyal visitor base, the village was grappling with a fragmented identity. The existing brand lacked cohesion across platforms and touchpoints, with outdated signage, inconsistent messaging, and no clear voice to unify its tourism, business, and community efforts.

My role focused on the Brand Audit and Development portion of the project. This included:

Leading stakeholder engagement sessions with business owners, residents, and community leaders

Producing thorough surveys for residents to submit online

Conducting a thorough brand analysis to identify strengths, gaps, and opportunities

Presenting naming, branding, taglines, and visual system recommendations to community stakeholders.

Delivering a comprehensive brand toolkit including brand strategy and positioning, market analysis, visual identity assets, custom iconography, and detailed brand guidelines.

The final brand solution for St. Jacobs Country draws deeply from its cultural heritage, with a visual identity inspired by the regional tradition of quilt-making. The quilt motif became the central narrative device - symbolizing the diverse parcels of land, layered histories, and interconnected stories that define the character of the village. Quilt-making, as both a functional craft and a storytelling medium, offered a powerful metaphor for St. Jacobs: rooted in heritage, stitched together by generations, and passed down with care.

Each element of the design reflects this idea, celebrating everything from the Sawmills and Railway to the Farmers’ Market and local artisans. The resulting identity honours the people and traditions that have shaped the community, while providing a flexible and inclusive visual system that can grow alongside it. The brand was designed to evoke a sense of familiarity and warmth, like a family heirloom—something treasured and shared across generations.