Sitka, Alaska

Sitka (9,061) is nestled at the foot of magnificent glacial carved mountains facing the Pacific Ocean on Baranof Island, Sitka is located on the outer coast of Alaska’s Inside Passage and lies at the heart of the largest temperate rain forest in the world, the Tongass National Forest. TDM teamed with Great Destination Strategies and Axia Creative for the rebranding of Sitka.


The Challenge

Sitka’s identity was dominated by Russian heritage. However, the city presented few opportunities to experience the Russian influence. There was low awareness of the city’s outstanding cultural and wilderness attractions among cruise ship passengers. There was the need to reposition the city to present a more contemporary identity.


The positioning was founded on Sitka presenting a very different perspective on Alaska because of its charismatic mix of friendly people, and a delightful fusion of art, culture, and wilderness. This positioning enabled a brand proposition that was different to other Alaskan cruise ports.

Brand Solutions

By combining the cultural influences of the local tribal and contemporary arts with the vast wilderness and adventure it opened many opportunities for new product development and visual expression of the brand. A distinctive "Art Meets Wild" brandmark was created with a raven graphic plucking the dot of the ‘I’ as seen in tribal designs which represent Tlinget legends of the raven capturing the sun in its beak.

To complement the revitalized marketing communications, the City of Sitka initiated a branded pedestrian wayfinding system to help frame the sense of place. This included pedestrian guide signs, trailblazers, destination markers and informational kiosks. A second phase includes gateway signs at two arrival docks for cruise ship passengers to reflect the new brand identity and enhance visitor experiences.


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