Strathcona County in Alberta has retained Twist Marketing of Calgary to develop a new branding strategy and logo. The brand is intended to convey the county's "can-do spirit," "quality of place" and "deeply-rooted value system." It includes the tagline, "Living. Refined." The logo consists of three stylized "S"-shapes in green and blue, forming a wave pattern that is intended to refer to the region's energy industry. The brand will be rolled-out over several months to encompass the municipality's communications and marketing materials. "From the resident and non-resident research, we developed a distinctive brand for Strathcona County," said Catherine Proulx, managing director of Twist Marketing. "The county's brand is also closely aligned with its economic development strategy of attracting talent and investment in the professional, scientific and technical services, independent entrepreneurs, creative industries, and value-added manufacturing and petroleum industry sectors. Overall, the new brand strategy strengthens community identity and pride by simplifying and creatively expressing community vision and direction in a way that people can understand and support."