Branding In Sitka, Alaska: Historic, Multi-Cultural Design In Practice

The Sitka Bazaar is multiple location souvenir shop located in Southeast Alaska on Baranof Island. Sitka abounds in history and culture influenced by the Tlingit Indians, Russians and Alaskan territorial pioneers. On July 29, 1929, Sitka Bazaar opened its doors on the corner of Lincoln and American Street. The Bazaar has operated at this location ever since through four generations of ownership.

As a hub for tourism and local culture, Sitka’s rich history, stunning landscapes, and connection to indigenous traditions provided an ideal foundation for crafting a compelling brand identity. These shops serve as ambassadors of Sitka’s charm, offering customers a piece of the experience to take home.

Broz was given the opportunity to visually preserve the family’s legacy and enhance both Sitka Bazaar locations, one in historic downtown Sitka and one at the Sitka Sound Terminal.

Though both shops cater to similar audiences, establishing clear differentiation was vital. The downtown location needed to preserve not only the historic legacy, but also incorporate multiple cultural influences, including native American and Russian. The shop at the cruise ship terminal needed a more contemporary approach to compete with the modern stores on the dock and stand out amongst cruise ship patrons.

Logos were the cornerstone of the Sitka Bazaar brand and were designed to encapsulate Sitka’s rich traditions. Incorporating historic and environmental elements such as St. Michael’s Cathedral, Mount Edgecumbe, totems, and ocean waves, were all imperative to capturing the essence of Sitka, Alaska.

Branding Sitka Bazaar was more than just creating logos and choosing appropriate color schemes; it was about telling a story that resonated with customers and locals alike. By leveraging Sitka’s unique identity and tailoring the experience with thoughtful branding, the Sitka Bazaar is now positioned to stand out in an increasingly competitive tourism marketplace.