Rebranding and Full-Service Marketing and Communications Support

The opportunity

Develop unified brand following the consolidation of four Alberta Innovates Corporations

As part of Alberta Innovates (AI) consolidation, Shift Consulting led the development of new visual identities for AI and InnoTech Alberta, a subsidiary. We worked closely with each organization’s leadership team to understand their desires and expectations around the visual identities. We then engaged them in the stages of design, so they gained “ownership” of their new identities during a period of massive change within the organization.

From November 1, 2016 to mid 2018, we developed the brand platform, demonstrating how AI is driving 21st century innovation across all sectors (as opposed to affecting innovation targets in sector silos). Key components of the platform included development of the brand archetype and the brand promise. This statement shares AI’s purpose and outlines what its stakeholders can expect. It is both simplistic and grand in scope: Generations Ahead. 

This promise shows how the organization is working on challenges far into the future and was the inspiration for all creative. AI materials have a fresh design and are intended to reinforce the core attributes of AI’s brand.

As part of the consolidation, Shift Consulting also won the competitive bid process to design and develop a temporary web presence for AI. We led the project planning team and delivered the website on time and under budget. Prior to rolling out the brand, we used an omnibus study to gather baseline research that allowed us to establish brand awareness metrics. A plan is in place for regular research to measure awareness and perception changes.

Contact Us

Shift Consulting Inc.
PO Box 16, Banff AB T1L 1A2