Connecting a community of adventurers for the City of Whitehorse.

A marketing campaign that captures the wild heart of the Wilderness City.

Whitehorse—the Wilderness City. A place surrounded by mountains and rivers, where adventure calls from every direction. Here, people don’t just live, they explore, connect, and thrive.

When the City of Whitehorse approached Studiothink, they wanted a marketing campaign that reflected their community’s unique spirit, one rooted in adventure, togetherness, and love for the land. The goal was to inspire both residents and newcomers to see the city not just as a place to live, but as a way of life.

We developed a campaign concept and brand identity that celebrated Whitehorse’s rugged beauty and adventurous culture. The creative direction focused on connecting people through story and emotion, visuals and language that captured the balance of wilderness and community that defines life in the Yukon.

Our work included the campaign logo and brand design, a strategy for implementation, and collateral materials like posters, stickers, wearables, and digital assets. Each piece was designed to evoke pride, belonging, and that unmistakable Whitehorse energy: bold, untamed, and full of heart.

Because in Whitehorse, life is more than work, it’s an adventure shared by a community of dreamers, doers, and explorers who call this wild and wonderful place home.