Fort Edmonton Park

Fort Edmonton Park with Incite

Positioning and Brand Development

In 2020, as part of its new strategic vision, and with a desire to shift the public perception of its value, Fort Edmonton Park engaged Incite to identify a new direction for its brand, acknowledging that creating a strong position in the market was critical to meeting its strategic objectives and redefining itself prior to re-opening in summer 2021.

Incite leveraged stakeholder and industry research (including work previously completed in 2019 for the Fort Edmonton Foundation in support of its fund development goals) to inform the development of organizational positioning and messaging. The intent was to create a narrative that embodied both its current and future desired states and would resonate for all audiences of its varied offerings: park visits, private functions, and special events.

To achieve its goals, Fort Edmonton Park recognized the need to take the direction even further and engaged Incite to craft a captivating visual identity that aligned with the vision, honoured the past, celebrated the future, and provided various stakeholder groups the opportunity to find relevancy within it.

Re-Launch Strategy and Campaign

In early 2021, as the Park’s capital enhancement project reached completion, the Fort Edmonton Park team reconnected with Incite to develop a visual campaign concept that would introduce Edmontonians and Albertans to the Park’s new identity while drawing attention to, and building excitement for, the grand re-opening in July. Based on market knowledge and relationship-based expertise, Incite also provided recommendations for the Park’s team on strategic tactics that would create impact and generate interest throughout the course of the campaign.