2025 Winner

Calgary Economic Development and Tourism Calgary recognized that the one-dimensional image of Calgary as “The Cowboy” was an outdated representation of the city. “Blue Sky City” reimagined Calgary’s identity with a visual language inspired by its sunny weather, cultural diversity and the friendly spirit of its residents. Drawing on Calgary’s Indigenous heritage, the identity featured a patterned system of ‘beads,’ rendered as abstract sunburst shapes. The typography was bold and generous, paired with bright primary colours to evoke simplicity, optimism and vibrancy. The campaign’s success helped make “Blue Sky City” a widely recognized shorthand for Calgary itself.

Credits

Chief Creative Officer: Keli Pollock
Executive Creative Director: Stephanie Kochorek
Executive Creative Director: Paul Little
Copywriter: Stephanie Kochorek
Design Director: Scott Wilson
Planner: Wendy Chiu
Motion Designer: Ben Gough