Kingston is one of the oldest cities in Canada, and its tourism identity had always run on heritage: historic forts, limestone architecture, a military past, and a tagline about where "history and innovation thrive." That reached visitors who came for history. It said very little to the creative class, young professionals, and experiential travellers the city needed next.

Alphabet Creative built the infrastructure for a new brand that positioned Kingston as artistic, expressive, and progressive, under a new tagline: Fresh Made Daily. A brand like that needed proof on screen, in the form of the potters, brewers, chefs, and artisans actually making things in the city. That's where Makers of Kingston came from, along with the highly stylized look, made with old-school camera techniques, that set the visual approach for the work that followed.

More briefs came over the years: put the whole city into a brand anthem, stay present through a year when nobody could travel, bring diners back to local restaurants, and take the brand to its next stage with a second brand film. Each one asked for something different. All of them needed Kingston to feel like a place full of people worth meeting.