City of Saint John unveils a new brand: "A Small City with a Big Heart"

The City of Saint John is excited to announce the launch of a new brand that reflects our community's unique character and the shared values that bind us together. Developed as a priority initiative, the brand mirrors our city's spirit, welcoming nature, and commitment to growth and environmental stewardship.

The initiative to create a distinct municipal place brand for the City of Saint John started earlier this year. It was identified as a priority initiative by Common Council, guided by professional marketing agency HAWK Communications, developed in collaboration with Envision Saint John, and reflects the market research conducted by Narrative Research.

The new tagline for the City of Saint John is: "Small City, Big Heart"

“The heart of our refreshed brand is captured in the tagline, Small City, Big Heart,” says Lisa Caissie, the City’s Director of External Relations. “The phrase encapsulates the essence of our community – a warm, welcoming spirit and our dedication to unity, growth, and environmental stewardship.”

At the core of this new brand is a promise: We pledge to put our hearts, energy, and humanity into everything we do. Our commitment is to work tirelessly with residents, businesses, organizations, and partners to make the City of Saint John an even better place to live, work, grow, and prosper. We promise to maintain transparency and genuineness in all our interactions, promote collaboration and inclusivity, exhibit forward-thinking and industriousness, and remain helpful and welcoming to all who engage with us.

Mayor Donna Reardon supports the brand’s message and its ability to portray the true essence of the Saint John community.  “We are excited about this new brand and believe it perfectly captures what it means to be a proud Saint Johner. It’s a reflection of our shared values, our commitment to community, and our dedication to making Saint John an even better place to live.”

When discussing the rollout plan, Erin White, the City’s Communications Manager, shared that over the coming weeks and months the City will be introducing the new brand both internally and externally. This includes communication to employees and the community and the use of brand assets that reflect the new look and feel.

“We invite every community member to become brand ambassadors and actively participate in championing our new brand,” says White. “As you go about your daily life, consider how you can embody the values and promises of our brand. Together, we can create an even more welcoming, vibrant, and prosperous Saint John.”

The City of Saint John is a welcoming community with a rich history and a vibrant future. This new brand reflects what it means to be a Saint Johner and the pride we take in the community we call home.   To learn more about the City of Saint John, visit www.saintjohn.ca