Copeland developed a comprehensive strategy and positioning which informed the naming, messaging and tagline. EASTRAIL - the name chosen through community and coalition consultation, reflected the past and the future, the trail and the rail and the geographical area. From this, the identity was developed, a visual system that could live as much online as on the trails and merchandise. A landing page, including and overview of the project and a custom map, was launched in time for the official trail opening ceremony which included the public, trail users, council members and private industry. A truly collaborative community branding process.