What is a place brand?

And why Winnipeg needs one

A place brand can help get to the heart of who we are as a city captured in every story we tell to each other and to the world. Our new place brand, Winnipeg: Made from what’s real is about creating a story for Winnipeg, by Winnipeggers. It started with research from Winnipeggers and puts into words the very genuine and positive things we feel and know about ourselves as a community. We will use this new Winnipeg story to attract more talent, investment and visitors to our city.

Winnipeg Brand

Winnipeg: Made from what’s real

Winnipeg is authentic to the core. Genuine experiences abound here. We don’t sugarcoat; we problem-solve. 

We’re creative, diverse and world-class. Activities burst with options from family parks that double for outdoor theatres to an art gallery that bridges understanding between the North and the South.

We're innovative and industrious. We make things go like electric buses and build them better. We make discoveries in microbiology labs, polar bear conservation centres and top research universities. 

We’re taking our place on the global stage. Whether we’re named the world’s Most Intelligent Community or one of the Greatest Places in the world, others see that Winnipeg is offering something special.

Watch: Building the Brand

Our Story

Telling the Winnipeg story

After more than two years of research and speaking with more than 700 Winnipeggers across business, tourism and community organizations, the Made from what’s real brand was officially unveiled on June 8, 2022. 

When asked about what words come to mind when they think of our city, many of the following words kept coming up:

  • Authentic, Real
  • Strong
  • Warm
  • Diverse
  • Innovative
  • Industrious
  • Independent
  • Creative
  • Connected
  • Centred

Economic Development Winnipeg and Travel Manitoba worked with McKim.Sherpa to develop the creative for
this brand. We collaborated with community partners including the City of Winnipeg and used information from research, surveys, workshops and focus groups with Winnipeggers to create a brand that would truly resonate with the community.

Winnipeggers are encouraged to expand upon what it means to them by sharing the real and positive experiences they have with friends, family and visitors in this city. 

Made from what’s real is the thread of every story we tell about Winnipeg to ourselves and to others.

- Dayna Spiring, President & CEO, Economic Development Winnipeg


Be part of the story

How to use Winnipeg's Brand

Want to make Winnipeg’s new brand part of your brand story? Download our brand guidelines to see how you can use the assets in your company or organization.


We're trying to get people to start talking about Winnipeg in a more positive way and they should look good doing it. Check out all of the options and the collaborations we've done with great local businesses and makers.

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