An extensive process has been undertaken to develop a new brand and visual identity for the City of Sault Ste. Marie and for community promotion with partners including the Sault Ste. Marie Economic Development Corporation and Tourism SSM, Algoma University and Sault College. The process timeline is below:

Spring 2017 - Community Adjustment Committee recommends Sault Ste. Marie better promote our community. "We need to develop a broad and cohesive community brand and communications strategy that celebrates our strengths, improves community spirit and sells our community to the world at large."

May 2017 - Using funds left available from the Community Adjustment Committee funding, an RFP process awards Trajectory the first phase of developing a community visual identity and promotion strategy.

June 2017 - Trajectory begins work to update and develop a community visual identity and promotion strategy.

June 2017 - April 2018 - Trajectory engages and consults with over 500 participants with four workshops, 461 survey responses and 15 one-on-one sessions.

June 2018 - Trajectory presents its final report, 'Sault Ste. Marie Brand Evolution', to City Council.

September 2018 - A Steering Committee is formed comprised of City staff and FutureSSM project team members, Algoma University, Sault College, Tourism Sault Ste. Marie, and the Sault Ste. Marie Economic Development Corporation. The Visual Identity & Branding Steering Committee was critical in gathering feedback, thoughts and opinions from community members, and taking that City Brand and Visual Identity 2019 05 21 Page 2. feedback to explore and refine Sault Ste. Marie’s approach to the project. Visual Identity & Branding Steering Committee members include:

  • Tom Vair, Deputy CAO, Community Development & Enterprise Services
  • Brent Krmpotich, Director of Enrollment Management and International Operations
  • Tony Bitonti, Senior Planner Marketing & Creative Services, Sault College
  • Dan Hollingsworth, Executive Director, Sault Ste. Marie Economic Development Corporation and Tourism Sault Ste. Marie
  • Ally Brown, Graphic Designer, Tourism Sault Ste. Marie
  • Tessa Vecchio, Corporate Communications Officer, City of Sault Ste. Marie
  • Marc Foggia, Web Content Specialist, City of Sault Ste. Marie
  • Travis Anderson, FutureSSM Project Manager
  • Katie Elliott, FutureSSM Communications Coordinator

October 2018 - RFP process awards Scott Thornley & Company (STC) to build on Trajectory's report to assess, improve and develop the community's current visual identity and promotional efforts. STC conducts over 15 one-on-one interviews with community leaders and stakeholders. During a series of two pop-up sessions at Algoma University and Sault College, and 12 consultation workshops with 150+ participants, STC undertakes a positioning exercise that presents seven areas of exploration. Based on feedback from these sessions, the following areas were selected to build upon:

  • Sault Ste. Marie is a Meeting Ground.
  • Sault Ste. Marie has Positive Energy.
  • There's a Spirit of Place.

November 2018 - Based on stakeholder and community feedback from the areas of exploration, four Theme Areas are developed and reviewed with the Steering Committee and stakeholders for feedback. A competitive review (examining other municipalities) is also completed by STC to help guide the process.

January 2019 - A Brand Platform is presented to 150+ community members and stakeholders via 11 consultation sessions, several one-on-one meetings and one pop-up session at the Sault Ste. Marie Soup Kitchen Community Centre. Members from many diverse organizations and businesses participated in the process. This is in addition to general community members who provided feedback at public ‘pop-up’ sessions.

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99 Foster Drive
Sault Ste. Marie, ON
P6A 5X6