Branding
MacEwan needed a name for this project. We created a name that is memorable, enduring and trustworthy, with deep roots in the community. A recent discovery of a CN Rail archaeological site on the very ground where the new structure would be placed inspired our team. A roundhouse was a railroad facility where trains would gather and then be routed on their new path. The shape of the logo also represents a First Nations talking circle, in which participants sit in a circle to ensure each person’s voice has equal importance. Our intent was to create a space and a brand that signified a similar coming-together and the discovery of new directions.
From the name, we began crafting a brand story using a voice and tone that got our stakeholders excited about the possibility of a friendly, energetic and inclusive brand to identify the space and its impact on the community.
