What’s changing

You’ll start noticing a new look across Prescott communications—on signs, social media, printed materials, and at Town facilities. This update brings consistency to how we show up as a community, and helps people quickly recognize what’s official, what’s tourism-focused, and what’s business-focused.

It’s not change for the sake of change. It’s a practical refresh that reflects how Prescott is being experienced today: a historic riverside town with a lively downtown, an active waterfront, and a growing calendar of things to do.

Why we updated the brand

As Prescott grows, our communications need to work harder. A strong brand helps people find us, understand us, and choose us—whether they’re planning a day trip, deciding where to open a business, or looking for community programs and services.

The idea behind the brand

The updated brand is built around a simple promise: "You're in for a surprise." People come for the river, the history, or a quick stop—and end up staying longer than planned. They discover a patio, an event, a shop they didn’t expect, a view that makes them slow down, or a sense of place that leaves them never wanting to leave.

This brand helps us tell that story consistently, while keeping the tone grounded and authentic—because the best parts of Prescott aren’t manufactured. They’re already here.

One Community, Clearer Connections

Prescott is one community—but people interact with the Town in different ways. Sometimes you’re looking for municipal information or services. Sometimes you’re planning a visit. Sometimes you’re running a business or considering an investment. The updated brand creates a single, consistent look and feel that signals “this is Prescott,” while making it easier to tell what kind of information you’re looking at.

Going forward, you’ll see the same core identity and design system used across municipal communications, tourism, economic development, and community services—so materials feel connected and recognizable. Within that system, each area has its own clear purpose:

The work behind the refresh

This brand refresh was built through a structured discovery process designed to reflect Prescott as it is today—and where it’s headed next. Alphabet Creative reviewed existing research and Town plans, looked at Prescott’s current marketing and communications materials, and grounded the work in local input from stakeholders and the broader community.

What we heard

The research and consultation surfaced four clear themes that now underpin the brand direction: the need for brand consistency, a desire to move beyond an identity anchored only in “Fort Town,” the reality that Prescott is in transition, and the importance of waterfront connectivity as a defining asset and future opportunity. 

These themes reflect a shared desire for Prescott to be a place residents are proud to call home, where entrepreneurs want to do business, and where visitors are excited to spend time—supported by a more unified identity and clearer storytelling.

Brand Pillars

The brand is organized around a set of themes that reflect what people experience here—from the waterfront to community life to downtown energy. You’ll see these ideas show up in campaigns, content, and how we tell Prescott’s story across seasons.

The goal isn’t to force everything into a slogan—it’s to make sure our communications consistently reflect the full Prescott experience.

The brand will roll out in phases. Some updates will appear quickly (digital templates, social media graphics, print advertising), while others take more time (facility & vehicle signage, facility updates, printed guides and Visitor Centre merch).

Have questions or comments about the new brand?

Reach out to the Town of Prescott—your feedback helps us keep improving how we communicate.