What if we helped point the way to a forgotten age?

Mistaken Point, a UNESCO World Heritage site and one of the world’s most significant fossil locations, remained underappreciated as a tourist destination. Despite its scientific importance and striking landscape, it wasn’t capturing the interest or visitation it deserved. We were tasked with leading more visitors toward this hidden gem—boosting both awareness of the site and engagement with the surrounding local business ecosystem.

To tackle the challenge, we began with a comprehensive brand audit and deep immersion into the community. This included working group sessions with stakeholders, one-on-one interviews with local businesses, the tourism department, and key members of local associations. A detailed market assessment helped us understand the broader context and identify opportunities to elevate Mistaken Point’s profile.

We used insights gathered from the community and stakeholders to develop a rebrand that repositioned Mistaken Point as a world-class geological destination. The new brand celebrated the area’s rugged beauty and authenticity while underscoring its scientific significance, stunning natural environment, and cultural richness—inviting both adventurers and knowledge-seekers to explore its many hidden treasures.

By reshaping the narrative around Mistaken Point, we turned curiosity into real engagement. The new brand and website helped bring this hidden gem into the spotlight—sparking interest and increasing digital traffic across the board.