commonwealth_long%20intrerior_edited_edited.jpg
commonwealth_footballgame.jpg
LogoBrandPromise.jpg

OPPORTUNITY

With the addition of a new state-of-the-art community recreation centre, Commonwealth Stadium needed an updated brand that reflected its wide range of services, programs, events and sports that it plays host to nationally. Its capacity is 56,302, making it the largest stadium of its kind in Canada and its primary partner is the Edmonton Elks football club.

commonwealth outside shot.jpg
commonwealth_mockup.jpg
commonwealth_interior.jpg

METHOD

The brand draws inspiration from the facility itself and is built upon the collection of colours and circles used in the interior design. Through the use of colour and shape, we display the idea of a multicultural facility open to everyone in a C shape, mimicking the shape of the Stadium. 

We launched the new brand in print, billboard, LRT and bus benches and developed a separate campaign for the surrounding communities to encourage them to come try the new recreation centre with a free admission. 

commonwealth_footballgame.jpg
commonwealth pool.jpg
commonwealth_interior.jpg
commonwealth_signage.jpg
commonwealth_mockup.jpg
cw_bus bench 2.jpg
commonwealthstadium logo outside.jpg
CW bus bench.jpg
eskimos.jpg
Commonwealth-Community-Recreation-Centre_19.jpg
Commonwealth_Busking_Graphic_1.jpg
commonwealth street view.png

We placed all of these novel marketing tactics in high traffic and high visibility areas to gain as much exposure as possible for the facility without relying solely on traditional media for traction. Part of this strategy was driven by seasonal limitations – the launch of the brand and advertising campaign was in the winter. So we leveraged the LRT system heavily. Traditional media complemented and supported our overall approach.

wallinstall.JPG
floordecalinstall2.JPG
selfreflectioboards.JPG
floordecalinstall.JPG
StairwayInstall.JPG
BILLBOARD.JPG
LRT Ad.jpg
Commonwealth_GlassWallMural_General.jpg
Commonwealth_Poster_WhiteGirlFlexing.jpg
BusBench.jpg
Commonwealth-Community-Recreation-Centre_19.jpg
Commonwealth_Busking_1.jpg
Commonwealth_Busking_2.jpg
Commonwealth_Billboard_Graphic_1.jpg
Commonwealth_Poster_WhiteMaleWeights.jpg
Commonwealth_Poster_BlackGirlRunning.jpg
Commonwealth_Poster_WhiteFemaleTreadmill.jpg
Commonwealth_Poster_AsianKickboxing.jpg
Commonwealth_Poster_AsianGirlRunning.jpg
Commonwealth_Poster_WhiteMaleRunning.jpg
Commonwealth_JumboTron.jpg
Commonwealth_Mural_Basketball.jpg
Commonwealth_Decal_PushUps_6x6.jpg
Commonwealth_HangingBanner_FieldHouse.jpg
Commonwealth_Decal_YogaMatts_6x6.jpg
PrintAd.jpg

Commonwealth welcomed nearly 500,000 unique visitors in its first year - a figure that far exceeded the original target of 325,000. 

We also developed the brands and visual identities for Clareview and The Meadows Community Recreation Centres. Our approach required an in-depth understanding and appreciation of the overall context of City of Edmonton multipurpose recreation centres, including the nuances and considerations unique to Clareview and The Meadows.


Our brand strategy and visual identities encompassed the broader consideration, and incorporated elements unique to each facility, while creating a visual commonality that expressed larger City of Edmonton objectives, and introduced an overall design commonality with Terwillegar and Commonwealth facilities.

Clareview_Logos-03.jpg
Meadows_Logos-04.jpg
Commonwealth_Logos-01.jpg
Graphics_Cover.jpg
A Good Fit_v2.jpg
A Good Fit_v1.jpg