Following a highly successful launch, Frank was asked to adapt the brand to accommodate and unite four promotional partners: Calgary Economic Development, Tourism Calgary, Meetings + Conventions Calgary and Calgary TELUS Convention Centre. Each brand extension had to be unique and true to the nature of the promotional partner’s business while reinforcing the Calgary. Be Part of the Energy family brand.
Since its inception in 1974, the Convention Centre had gone through numerous reworkings of its identity but had never effectively communicated its character or role. Extensive interviews with staff, community members and industry partners gave Frank insight into perceptions and issues that needed to be addressed.
We started by identifying the facility as “The Centre for Energy,” positioning it a catalyst – an exciting and dynamic place where people come together to collaborate, celebrate, create and innovate.
Next, we created a brand tool kit featuring consistent graphics, colour palette and editorial themes. The tool kit works across diverse platforms – from print and online ads to stationery and annual reports. Messages can easily be tailored to suit any audience or application. Elements can quickly be assembled, facilitating a cost-effective and strategic response to marketing needs as they arise. To further stretch the budget and optimize impact, the campaign synergized with Calgary’s Be Part of the Energy campaign.
Within a year, the brand had been adapted to marketing platforms ranging from website to print and online ads; from corporate stationery and to their annual report and convention swag. On sales missions to key markets, the brand stood out as noticeable and distinct from the competition. Locally, the relaunch received wide praise, and was perceived as an exciting change. Internally, the campaign has dramatically re-energized the Convention Centre team.