Explore Edmonton
OVERVIEW
Explore Edmonton is the city’s visitor economy and venue management organization. They operate two of the city’s event venues - The Edmonton Convention Centre and the Edmonton EXPO Centre. Explore Edmonton also hosts a series of signature events such as K-Days, Farmfair International, and Edmonton Pro Rodeo. They work with stakeholders and local businesses to promote and encourage travellers to come and experience Edmonton’s attractions and events.
MY ROLE
As the marketing design specialist on the Global Marketing team, I am responsible for ensuring brand consistency for Explore Edmonton’s visual presence across all business units and external channels. I work collaboratively with the marketing team and across business units to plan and execute a range of design projects, including digital and print advertising, signage, experiential materials, branded collateral, social media assets, sales materials, and reports.
Business Events
Bid Book Design
I designed custom bid books for the Business Events team, which played a key role in the winning of 3 bids and the shortlisting of 1 bid, resulting in $491,000 in economic impact, with the potential of an additional $5.6 million if the shortlisted bid is won.
Based on the custom bid design, a templated bid book system was developed for the Business Events team. This system allows the team to be self-sufficient in responding to bids quickly with the same level of quality as a custom bid. This bid book system is in the process of being adopted by the Sport & Culture Events team.
PROJECT 01
Strategic Communications
Mentorship Moment Social Media
In order to promote a virtual event hosted by the Strategic Communications team, I developed social media assets for twitter and linkedin. These posts used components of the Explore Edmonton brand such as the colour palette and graphic elements, but were made to stand out with image cut outs and a heavier graphic treatment. This style of post was attractive to our target audience, resulting in 44,333 impressions and 134 event registrations.
PROJECT 02
Shared Services
Creative Wall
As part of Explore Edmonton’s return to work plan and goals to activate the downtown area, I was tasked with activating our office space to increase engagement and excitement in the workplace. A creative wall was developed with a combination of imagery and the brand’s iconography to brighten the common area and bring visual interest into the space. A cork board and framed graphics were added to inspire teams to use the space to meet and brainstorm ideas. As a result of the installation of the creative wall, the various team members have began to use the space for regular meetings in order to share ideas and plan ongoing projects.
PROJECT 03