Monogram Communications partnered with the Humber Bay of Islands Tourism Committee to shape a unified regional destination with a clear voice and a strong sense of identity. The work brought together brand, communications, wayfinding and a visitor-first website reflecting the character of the region while making it easy and inviting to explore.
The Humber Bay of Islands Tourism Committee promotes the west coast of Newfoundland and Labrador as a destination rooted in land, people and story. Working alongside communities, operators and partners, the committee supports responsible tourism growth that celebrates Indigenous peoples, protects the natural environment and reflects the region’s strong sense of place.
The Humber Bay of Islands Tourism Committee needed a clear and consistent way to present the region to visitors. Monogram developed a regional brand and support tools that reflect the area’s culture and communities, celebrate Indigenous peoples and help visitors navigate the region with confidence.
Monogram Communications delivered a comprehensive regional tourism brand and communications program grounded in place, pride and people.
Monogram led deep discovery and engagement across the region to inform the work. Monogram also meaningfully integrated Indigenous history, culture and ongoing presence throughout the brand and content, ensuring the Humber Bay of Islands story acknowledges Indigenous peoples as original stewards of the land and celebrates their role in the region today.
Monogram:
Developed a clear regional brand and communications framework that now guides how the Humber Bay of Islands shows up locally, provincially and beyond.
Designed a full suite of branded assets, including rack cards, banners, signage and visitor materials, allowing communities and partners to activate the brand consistently and confidently.
Built a visitor-first tourism website rooted in storytelling. Through layered narratives, warm Newfoundland storytelling and a sprinkle of Newfie twang, the site encourages visitors to slow down, explore around and connect with the place and its people. Indigenous stories, local voices and regional character are woven throughout.
Created a cohesive wayfinding system with five adaptable sign templates that help visitors navigate the region easily while reinforcing the brand across physical spaces.
Monogram designed every element to feel authentic, welcoming and usable. The result is a brand that feels lived-in rather than polished for show.
This work gave the Humber Bay of Islands a clear, confident and respectful way to tell its story. What once existed as individual communities and experiences now comes together as a unified regional destination with a recognizable voice and strong sense of identity.
The work delivered:
Together, these elements position the Humber Bay of Islands as a destination that feels authentic, grounded and easy to explore, while supporting long-term, community-led tourism growth.
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