The Context
2008. Alberta feels that some aspects of its richness are eclipsed by its association with oil and gas. Positioning Alberta as having a consistent reputation on all fronts means creating a brand identity that will increase awareness of Alberta as a great place to live, work, visit and invest.
The Solution
The slogan “Freedom to Create. Spirit to Achieve.” becomes Alberta's new rallying cry. The brand strategy is translated into a comprehensive identity system wherein stakeholders in Alberta's identity—universities, Travel Alberta, the Stampede, etc.—can choose to become ambassadors by following clear brand guidelines. Our solution unites radically different organizations through their common desire to shape Alberta's future.