Annual Report FY26

REFRESHING OUR DESTINATION BRAND

THE PURPOSE To create a destination brand that

OVERVIEW As Greater Portland continues to evolve, so too must the way we tell its story. Our previous brand served us well, but it no longer fully reflected the character, energy, and diversity of the destination we represent today. To ensure our marketing remains authentic, relevant, and competitive, we embarked on a comprehensive brand refresh designed to better capture the people, places, and experiences that make Greater Portland unique. EXTENSIVE RESEARCH This effort began with extensive research, including visitor and resident perception studies that provided valuable insights into how our community is viewed by both residents and visitors. REFRESHED IDENTITY Guided by those findings, we developed a refreshed visual identity, including a new logo, color palette, and typography, along with a brand voice and visual style rooted in authenticity and sense of place. ENHANCED STORYTELLING We then shifted our storytelling focus to the people who bring Greater Portland to life, highlighting the residents, business owners, artists, makers, and community leaders who define our destination. IMPLEMENTATION These elements are being integrated across a new website, marketing materials, and advertising campaigns, creating a cohesive and compelling brand experience that will guide our destination marketing efforts for years to come.

authentically reflects Greater Portland’s character, values, and sense of place while strengthening its position in an increasingly competitive travel marketplace. The refreshed brand provides a cohesive foundation for sharing the stories, people, and experiences that make our region unique and inspiring visitation year-round. OUR STRATEGY Develop a research-driven brand informed by the perspectives of residents, visitors, and community stakeholders. By translating these insights into a refreshed visual identity, brand voice, storytelling framework, website experience, and marketing campaigns, we are creating a consistent and compelling destination presence that strengthens awareness, builds affinity, and more effectively communicates what makes Greater Portland distinct.

53