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.
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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.
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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.
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.
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.
