WE Roundup
Refreshing a brand to help Windsorites discover all things local.
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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 isn’t just another guide—it’s the heartbeat of Windsor-Essex, capturing the city’s energy, local businesses, and underground culture. While its content resonated, the brand lacked the clarity and cohesive system it needed to scale. The challenge was to evolve WE Roundup into a recognizable and unified identity—one that felt personal, playful, and deeply rooted in the local community.
Our Approach
We crafted a visual and strategic foundation that captured the soul of Windsor-Essex. Drawing inspiration from the region’s historic hand-painted signage and scout patches—symbolizing exploration and the thrill of collecting—our goal was to create an identity that felt rooted in the local community while leaving room for future growth.
The design was built to be dynamic, with every detail, from typography to colour, reinforcing a sense of discovery. Patch-like categories such as "Event," "To Eat," and others now serve as helpful guides, making it easier for people to find what they’re looking for. This gave WE Roundup the flexibility to curate unique experiences, connect with its community, and stand apart from typical event listings.
The Identity
A Logo with Local Character: The custom logotype draws inspiration from Windsor’s historic hand-painted storefront signs, with imperfections that add warmth and character. The upward-stretching "R" and “U” invites exploration, echoing the spirit of discovery.
A Flexible Visual Language: To keep things adaptable, we created a patch-based system. These badges categorize events and can double as collectable symbols of Windsor’s culture, whether online or in print. The system provides flexibility while maintaining the platform’s local, authentic and friendly feel.
A Colour Palette That Resonates: Inspired by the Essex County Tartan, the colour palette strikes a balance between earthy tradition and vibrant energy. Deep greens and blues ground the brand, while a bold pop of pink pushes it forward.
The Impact
This rebrand made WE Roundup stand out with an active, friendly, and bold new identity. It has energized the platform, increased engagement, and made every interaction feel purposeful and connected to the local community.
