Calgary Housing

Calgary Housing (CH) has been serving the Calgary community for almost 50 years. When we first met, CH was poised for a complete transformation, evolving from its role managing social housing on behalf of The City of Calgary to become an independent social enterprise. This fundamental shift required a comprehensive brand transformation.

Through 1:1 interviews with community partners, employees, and residents, we discovered that CH is much more than housing. Providing housing is just the beginning of the conversation; it’s a new start. CH plays a vital role in society, focusing not only on individual or intergenerational success but on the entire community’s wellbeing.

Grounded in the Wellbeing Framework™, we uncovered CH’s true role in the lives of its diverse audience, inspiring us to craft their new brand purpose: “Creating opportunities for communities to flourish.” This purpose aligns with Transformative Wellbeing and CH’s new structure as a social enterprise, transforming communities and lives across the city.

The new visual brand identity embodies the Transformative Wellbeing CH provides, while also making it very ownable to the local Calgary community. We landed on the concept of ‘nesting’, featuring Calgary’s native Black-capped Chickadee. Nesting is natural and essential, symbolizing making one’s home. The bird, framed within a simple house outline, makes the logo universally relatable and approachable. A fresh colour palette of caramel, lilac, and cream differentiates the new brand, making it feel accessible, warm, and friendly.

CH is more than housing; it’s about fostering community wellbeing and individual growth. We’re proud to partner with CH on their transformative journey.

Our scope for the initial brand transformation included:

• Brand Purpose

• Brand Strategy

• CH Wellbeing Framework

• Communications Workshop

• Verbal Identity

• Visual Identity

• Brand Guidelines

• Marketing Materials

View the case study here.