Led by global agency Destination Think!, phase one of the Brand Evolution Project focused on using research to better understand Calgary’s place DNA – what makes Calgary, Calgary. Research included a citizen survey, workshops, interviews with community leaders and two years’ worth of online and social listening, which determined that Calgary is a city with an undeniable, remarkable community spirit. While Calgarians and partners emphasized these strengths, they agreed that our community spirit needed to be further defined.

To better understand what makes Calgary’s community spirit distinct, civic partners, representatives from a variety of industry sectors, local influencers and members of the business community were invited to participate in ideation workshops led by Stormy Lake Consulting. The data collected through these workshops helped develop a brand model that defines the Calgary we want to consistently project to the world.

For more information about the brand evolution project, please connect with Jeff Hessel, Senior Vice President, Marketing.