Government of Alberta - The context

2008. Alberta feels that some aspects of its richness are eclipsed by its association with oil and gas. A consultation with some key players in the province shows that Alberta wants to be positioned as having a consistent reputation on all fronts. This stance needs to be translated into a brand identity that will increase awareness of Alberta as a great place to live, work, visit and invest. It is crucial for the message to be far-reaching without stooping to a lowest common denominator.