A “Quietly Incredible” new brand for Kawartha Lakes.

About the Client

The City of Kawartha Lakes isn't a city in the traditional sense but rather a collection of small, charming towns scattered along a chain of lakes and the historic Trent-Severn Waterway. Every summer, the region fills with cottagers and boaters drawn to iconic Canadian scenery, historic boat locks, and a beloved local institution: Kawartha Dairy ice cream.

The Problem

Kawartha Lakes' tourism brand had grown out of the municipality's logo. It was functional, but didn’t represent what the area actually feels like. Visitors knew about the lakes, but the brand wasn't inviting people to discover what else the region had to offer. The City needed a dedicated tourism identity that spoke to the area’s strengths and would be enticing to urban visitor markets year round.

The Process

We started where we always do: by listening. Through conversations, surveys, and community engagement, we heard from residents and visitors about what Kawartha Lakes means to them. We heard about the friendly people, tight-knit small towns, outdoor recreation, agricultural roots, and a pace of life that lets you breathe. One word kept coming up again and again: peaceful.

The Insight

We knew that this relaxing atmosphere would be tempting to people living in more urban areas, but it wasn’t until our team visited Kawartha Lakes in person that we really saw what made this place so special. It's a place where ordinary moments have a way of feeling magical. Watching the sun rise over lavender fields. Emerging from the trees into an outdoor theatre. Enjoying a solo paddle as the sun sets. This clicked into place as the main insight for the brand: in the way that someone you thought you knew well surprises you with a hidden talent, this place was Quietly Incredible.

Results

With that foundation in place, we developed the Kawartha Lakes brand into a visual and verbal identity as comfortable on a dock chair as a letterhead. The colour palette draws from the water, night sky, forest, and farmlands. The tone of voice is confident, friendly, playful, and helpful: the voice of a great local who's genuinely excited to show you around. The messaging celebrates what makes the region tick: welcoming neighbours, experiences that go well beyond the lakes, something to do in every season, and room for both rest and adventure. With their new brand, Kawartha Lakes has the tools to reach new visitors and build lasting recognition.