Calgary Downtown Association

Website | Brand Idenity | Visitor Engagement

Creating an online platform that drives visitation and ratepayer engagement.

ClientCalgary Downtown Association
Timeline1 Year
FormStrategy Identity design Guidelines & Toolkits Creative Direction Iconography& Illustration Digital Guidelines Web & App Design
FunctionUX Design Prototyping Platform Strategy Technology Planning Audits Deployment Architecture Web, Mobile & App Development Headless CMS
FlowEcosystem Audit & Planning User Funnels Customer Acquisition Strategy Analytics Content Planning Content Design Engagement Tracking

Through our unique Brand Session we uncovered the truths about the Downtown Calgary brand and their customers.


Downtown Calgary aims to create experiences and inform and educate their active, outgoing, and cultured visitors. They aim to inspire influencers to drive change and communicate what’s happening in Downtown Calgary.


Downtown Calgary’s visitors strive for fun, excitement, and new experiences. Downtown Calgary is the only association that is a champion for downtown, encouraging people to experience and share in the energy.


Downtown Calgary’s visitors are adventurous, influential, fun & in the know. Downtown Calgary supports their visitors by being knowledgeable and informative, helpful, fun, lighthearted and energetic.

Brand Consistency

With the Calgary Downtown Association spearheading the Downtown Calgary brand, we wanted to ensure that elements of our new brand identity for the CDA came through in our redesign of the website. With new typography and a revised colour palette, we were able to create a clean, easy and intuitive experience.

An (Olympic) Fountain Of Knowledge

We wanted to position the Downtown Calgary website as the place to go for up-to-date information on events, venues, and what to do when you are in the Core. 

Easy To Update

The easy-to-use, templated CMS provided the client with quick ways to add events and content to the site. Event submissions are even tied directly to the CMS so all they have to do is approve them.

Being A Placemaker

We wanted Downtown Calgary to be more than just a calendar of events. We put together an elaborate content strategy that highlighted rotating and continually updated guides to downtown. From what to do on a winter date night, to cheaper and easy parking, Downtown Calgary created content that highlighted local businesses and gave visitors the tips and information they were looking for.

Downtown Calgary, Your Way

We wanted people to experience Downtown Calgary their way. That’s why we put together a taxonomy system that allowed visitors to filter the entire site content based on why and how they wanted to experience downtown. Whether it was date night, or here on business, right from the homepage we served up contextual events and guides that matched how you planned on experiencing Downtown Calgary.

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