Vancouver’s West End partners with BSTRO to rebrand the city’s most iconic neighborhood

February 13, 2014

Refreshed branding identity supports the revitalization of Vancouver’s West End.

Vancouver, BC — Vancouver’s West End Business Improvement Association (WEBIA) has rolled out a fresh new identity that captures the strength and style of the iconic neighborhood. Known for being one of the most historic, diverse and eclectic neighborhoods in Vancouver, the new branding centers upon the theme of the three great streets—Davie, Denman and Robson—that creates one amazing neighborhood. The rebranding was part of the City’s larger strategic initiative, the West End Plan, which will foster civic investment in the neighborhood. The West End BIA represents about 600 businesses and is Vancouver’s second largest business improvement area. 

B’stro, a digital marketing and branding agency with offices in Vancouver and San Francisco, was the marketing partner selected to develop the visual identity for the West End. 

“It’s a very exciting time in the West End right now,” said Jill Tracy, President and Chief Creative Officer at B’stro. “They have an exceptionally engaged business community and the city is making significant investments into preserving and revitalizing the neighborhood. There are new public spaces, a commitment to a new community center, additional bike lanes and expanded hours for outdoor dining. The goal with the new branding was to reflect the changes in the air and highlight the strength, unity and style of this iconic neighborhood.”

The new branding, which was created by B’stro in partnership with Paul Nixey Communications and a committee of community stakeholders, centers on a bold “WE” mark. Made up of three vertical uneven bars, the “W” signifies Stanley Park, English Bay and downtown Vancouver: three key landmarks of the area. Three horizontal bars run perpendicular to the “W” to complete the “WE” (West End) initials. These horizontal bars symbolize the commercial streets of Davie, Denman and Robson, which demarcate the neighborhood’s geographic boundaries. Each street also is branded with a vibrant colour to reflect the landscape of the area: purple to reflect the vibrant and exciting nightlife along Davie Street, blue to reflect the stunning ocean views along Denman and green to reflect the lush trees of Stanley Park.

“We’re thrilled our diverse and dynamic commercial area now has a powerful, distinctive and unifying brand,” explains Stephen Regan, executive director at WEBIA. 

The new branding is being rolled out throughout the community, most visibly on street post banners, on lighting displays in Stanley Park and on business collateral throughout the West End.


The West End Business Improvement Association (WEBIA) is a coalition of business owners in Vancouver’s West End. Dedicated to making the iconic West End an even better place to shop, visit and do business, it has been in operation since 2007.