Editor:
A while back, I read the three new branding ideas for the City of White Rock: ‘City by the Sea,’ ‘Abundantly Beautiful’ and ‘West Coast Gem.’
I have to admit that none of them initially inspired me. Then, I reluctantly attended a meeting hosted by the City of White Rock where they launched the committee’s number-one branding selection idea, and suddenly it all clicked.
Chris Thornley’s presentation was fabulous, and I realized he and his committee had nailed it! They understood White Rock consists of diversified, passionate citizens who care about White Rock in a way that is unique to each other. Sometimes we appear to have polar-opposite views, but if you truly listen, you will see our views are not so opposite.
After everything is said and done, we all have one thing in common; we passionately care for White Rock.
After hearing the committee’s choice – “My city by the sea” – I knew they had a winner. Chris was able to demonstrate that this brand could accommodate individualized tag lines unique to each group or citizen. “My city by the sea… is a West Coast gem.” “My city by the sea… is abundantly beautiful.” “My city by the sea… is open for business.” The list goes on and on.
At first I was scared by the word “my,” as an image sprang to mind of children tugging at a playground toy – ‘It’s mine’, ‘No, it’s mine!’ Then I realized Chris Thornley doesn’t see us as playground kids fighting over a treasure but as citizens with immense pride, showing a gracious ownership we demonstrate in everyday life: ‘Welcome to my home.’ ‘Let me introduce my children’. ‘Welcome to my city by the sea!’
As Chris so eloquently stated, whether we like it or not, change is coming. We need to ask ourselves, do we want to be in front of it, guiding and nurturing it, or behind it wondering what went wrong?
I want to be in front of it, because after all, it is ‘My city by the sea!’
Cyndie Richards, White Rock