An identity system to launch the newly branded Arts Commons, a multi-venue arts centre in downtown Calgary that serves as a inspirational gathering place.

For our THIS and THAT campaign, each letter was handcrafted to represent an element of performance and visual arts including set design, theatre plays, makeup, stage curtain, children’s festival, music and the fine arts.

The campaign spanned across multiple touch points including a dual cover magazine brochure, launch event signage and marketing materials, and two large lenticular art murals in the +15 that would transform as the viewer walked down the hallway.