WE Roundup
Refreshing a brand to help Windsorites discover all things local.
Client
Industry
Office
Year
WE Roundup is more than an events blog—it’s a cultural connector, shaping how the Windsor-Essex community experiences its city. Paldies Studio built a dynamic brand and strategy to deepen engagement and expand their reach.
The Challenge
WE Roundup wasn’t just another guide—it was the heartbeat of Windsor-Essex, capturing the city’s energy, small businesses, and underground culture. But while its content resonated, its brand lacked the clarity and system it needed to scale. The challenge was to evolve WE Roundup into a cohesive, recognizable identity—one that felt personal, playful, and deeply local.
Our Approach
We designed a visual and strategic foundation that didn’t just reflect Windsor-Essex but lived and breathed it. Inspired by the region’s hand-painted signage, community patches, and rugged charm, the identity was built to be as dynamic as the city itself.
From typography to colour, every detail reinforced the spirit of discovery—giving WE Roundup a toolkit to curate experiences, rally its community, and stand apart from generic event listings.
The Identity
- A Mark Rooted in Place: The custom logotype takes cues from Windsor’s hand-painted storefront signs, with imperfections that add warmth and history. The “R” stretches upwards—an invitation to explore.
- A System That Moves: To keep things fluid and adaptable, we built a patch-based visual language—badges that categorize events while doubling as collectable symbols of Windsor’s culture. Whether online or in print, the system allows WE Roundup to expand its reach while keeping its grassroots feel intact.
- Colour That Feels Like Home: Borrowing from the Essex County Tartan, the colour palette balances earthy tradition with unexpected vibrancy—deep greens and blues ground the brand, while a pop of pink pushes it forward.
The Impact
More than a rebrand, this was a cultural reframing. WE Roundup now exists as a platform that feels owned by its community—versatile enough for growth, yet unmistakably local. The new identity has helped increase engagement, unify its voice, and make every interaction feel intentional.
