EAST VILLAGE
In Calgary, a future-facing hub of optimism
BACKGROUND
After a decade of community evolution, the Calgary Municipal Land Corporation (CMLC) sought to elevate the East Village brand to mirror the neighborhood's newfound confidence and vibrancy.
ROLE
During my time as Senior Copywriter at Resonance, I helped lead the branding and placemaking to transform a neglected 40-acre riverfront site in downtown Calgary into an award-winning community. The mission included incorporating a playful and urban approach to storytelling, along with a bold new positioning that declared East Village as the heart of the urban experience: Real City. Real Life. Today, more than 2,000 Calgarians proudly call East Village home, with numerous ongoing developments further enriching the neighborhood.
1378
WORDS WRITTEN
39
COLLATERAL PIECES
21
PLACEMAKING IDEAS
Transforming a village
Stories of Urban Renewal
Working with the creative team, I helped update the Brand Platform with captivating storytelling, showcasing East Village as a vibrant and desirable community. I helped craft the storytelling to blend the neighborhood's rich history with a contemporary vibe. Leading up to the grand opening of the Calgary Public Library, I crafted compelling advertising campaigns and engaging social media content to build excitement and anticipation within the community. On social media, I helped produce visually appealing posts and content that showcased sneak peeks of the library, shared stories from community members, and encouraged public participation. My efforts not only increased awareness but also fostered a sense of community pride and enthusiasm for the new library.
