01/06/2026
We’re excited to share our latest destination project with
Loki was engaged to lead the brand strategy, positioning, key messaging, brand identity, and communication design for Prince Rupert - shaping how the destination shows up, speaks, and connects with visitors.
Shaped by the fishing industry, local community and the rhythms of the North Coast, Prince Rupert is defined by its working waterfronts and wild beauty. Through meaningful local engagement, we uncovered a community rooted in warmth, resilience, and a unexpected quirkiness.
A key part of this work was our collaboration with Ts’msyen weaver Tina Robinson, whose artistry informed and shaped select brand assets - bringing cultural depth, story, and authenticity into the identity.
The resulting brand is authentic and contemporary, celebrating culture, character, and creativity while inviting visitors to experience a destination that’s unapologetically itself. Our strategy embraced Prince Rupert’s out-of-the-ordinary spirit, where wild landscapes meet industrial edges, and every corner tells a story.
This ethos comes to life through bold typography, a rich coastal colour palette, and design elements inspired by the fishing industry, the waterfront, and the character of its people. Industrial textures meet organic forms, creating a visual identity that feels lively, grounded, and unmistakably Prince Rupert.