discover ucluelet

Created for a university graduation project.

Photos by  Graeme Owsianski


In it’s essence, the Ucluelet brand is natural, grounded, magical, honest, organic and historic. The most important part of the brand is highlighting the experience. We chose to use the word “discover” as opposed to “tourism” to differentiate ourselves, but discover also lends a much more exciting experience because everyone who comes to Ucluelet is likely to discover something different. Both in themselves, their surroundings and about Ucluelet itself.

a shift

Ucluelet is a small quaint town located on Vancouver Island. It’s beautifully nestled between the ocean and thick forests and is a truly magical place. With a place so intrinsically alluring, it needed a brand that represented it’s wildly quirky nature. It has also recently shifted from a trades-based economy to a tourism-based economy which is why it needed a welcoming and inspirational brand that conveyed the greatest aspects of Ucluelet.