Behind the brand: Tourism Cranbrook unveils new brand identity

With the “True Stories” initiative, the city showcases its rich history, culture, and vibrant local businesses.

by Kerry Shellborn

Tourism Cranbrook has launched a fresh new visual identity and brand direction, moving beyond surface-level impressions to highlight the city’s authentic character, rich history, and contemporary stories. In this interview, Executive Director Krirsty Jahn‑Smith shares the thoughtful process behind the rebrand—from resident surveys and stakeholder workshops to storytelling initiatives like the Ktunaxa Homelands project — and explains how local businesses can participate in promoting Cranbrook as a destination that invites visitors to look deeper.

New brand, new story for Cranbrook

Congratulations on the new Tourism Cranbrook logo! Can you take us behind the scenes and share what went into creating this new brand story?

Thank you! On the surface, it appears to be just a new logo and colour palette, but it’s actually the result of years of work.

When Tourism Cranbrook was first formed in 2015, the organization adopted a brand book and website that borrowed from both the City of Cranbrook and Destination BC branding. At the time, that made sense — no one really knew who or what the DMO (Destination Marketing Organization) was yet.

But as we matured, we realized most of our work happens outside Cranbrook — promoting the city to visitors in other markets like Calgary or the Columbia Valley. So we needed a brand that reflected Cranbrook’s unique identity and how it stacks up as a destination.

We involved a broad range of people in the process — city staff, councillors, business owners like Nathan Lewin from the Bucks, and over 400 local residents who completed surveys about what Cranbrook means to them. That kind of participation was fantastic.

The real brand development happened in 2023 when we partnered with Destination Think to conduct interviews, workshops, and surveys. Their goal was to help us uncover our true identity — not just the image we want to project. Then, in early 2025, we worked with another creative team to translate that insight into our new visual identity. So yes, it looks simple, but there’s a lot of depth behind it.

“Beyond surface appeal”

Your press release said, “Cranbrook has never been about surface-level appeal.” I thought that was really interesting. Can you explain what that means?

Sure. One of our biggest challenges has always been that people often drive through Cranbrook instead of stopping. They might grab a coffee or a burger on their way between the East and West Kootenays, but they don’t always stay to explore.

A lot of that perception comes from our “commercial highway” appearance — power lines, signage, and the kind of above-ground clutter you see along our main corridor. Even Lonely Planet once described Cranbrook as “a workaday town full of fast-food restaurants and gas stations.”

But anyone who spends time here knows there’s so much more beneath the surface. That’s really the heart of our new “True Stories” brand. It’s about revealing what lies underneath — the people, the experiences, and the stories you might miss at first glance. We’re inviting visitors to look closer.

The meaning behind the logo

I love that. And I have to say — I love the new logo. It feels like it has real personality. You can’t just swap out “Cranbrook” for another city name. Can you talk about the symbolism behind it?

Yes! The design incorporates the idea of an open book, which ties into storytelling but also represents honesty and integrity — values that fit Cranbrook perfectly. We’re known as a hardworking, straightforward community, and there’s beauty in that authenticity.

It’s also not a cliché mountain logo — it’s fresh and meaningful. Not everyone will pick up on all the layers, but we’re proud that it reflects who we are without pretense.

The telling of the Cranbrook story

Storytelling seems central to your approach. How do you see that rolling out in the future?

We’re still developing that, but storytelling is at the core of everything we do. For example, we’ve leaned into our Ktunaxa heritage more than many other destinations. One project we’re proud of is the Ktunaxa Homelands initiative — a landing page and video series that share Indigenous stories, including the creation story.

Some of those stories are uncomfortable or complex — from residential school history to figures like Sam Steele — but they’re part of who we are. We wanted to approach those respectfully, working with Ktunaxa speakers and cultural experts to make sure we got it right.

The “True Stories” brand isn’t only about the past, though. We’ll also be highlighting contemporary stories that reflect Cranbrook today — its people, creativity, and community spirit.

Connecting local business and brand

That’s wonderful. How can local businesses get involved in sharing this new brand and welcoming visitors?

Great question. We have a section on our website called “How to Work With Us.” It gives businesses ideas for getting involved — from event partnerships to content collaborations.
Some businesses jump right in; others take a little encouragement! Many don’t realize they’re part of the tourism ecosystem — a yoga studio, a coffee shop, or a downtown retailer all help shape the visitor experience.

We sponsor and support local events, send our visitor centre team out to enhance guest experiences, and run collaborative promotions like the Beer Tasting Passport. We also work with local businesses when hosting media or influencers, so their stories reach broader audiences.

We’ve seen great results from that collaboration — even things like the “Base Camp” slogan we coined years ago have now been embraced by other organizations. It’s rewarding to see our work inspiring others.

Shared imagery, shared identity

Would you encourage businesses to use your imagery in their marketing or social media?

We already share photography and video strategically with partners like the City’s Economic Development Office. We want to make sure it’s used thoughtfully so we don’t dilute the brand, but we regularly provide approved images to businesses that align with our storytelling.

For example, when Fort Steele launched its new website, all their imagery came from our photo library. We do regular photo shoots around town to capture local businesses and experiences — and we love when that content gets shared, as long as it’s credited.

Ultimately, this is about more than just tourism numbers. It’s about building pride of place. A strong tourism brand doesn’t just attract visitors — it strengthens community identity and benefits residents, too. That’s the big picture we’re always working toward.