Vancouver Convention Centre needed a brand that reflected more than its building. Set on the waterfront, with a history reaching back to Expo 86, the expanded facility had become internationally recognized for its scale, sustainability and extraordinary setting. But the real opportunity was to focus on why people come to conventions in the first place: to be inspired. Rather than a literal architectural or place-based identity, we created a system built around the feeling of being there.

A photography-based logo emphasized VANCOUVER, positioning the convention centre as part of a whole city experience. Layered images of water, light and glass created a flexible identity platform that could be carried across print, web, ads, direct mail, social and other touchpoints to give this destination a strong sense of place, and distinctiveness in a sea of sameness.