Client Profile
Explore Edmonton is Edmonton’s destination management and marketing organization. Their goal is to promote Edmonton as a place to visit by highlighting the city’s attractions, festivals, and culture while aiming to enrich the quality of life for residents.
Brand tone: Vibrant, authentic, playful, friendly
Problem
Explore Edmonton revealed their main issue is lack of brand engagement with the public. Moreover, although Edmonton residents know who Explore Edmonton is, they do not understand the full extent of what they do. Therefore, Explore Edmonton wished to expand their annual report to Edmonton residents.
Objectives
Discover an inventive and creative way to present the annual report to Edmonton residents and key stakeholders.
- Engage residents with Explore Edmonton's brand
- Educate residents on Explore Edmonton’s activities & accomplishments
- Develop a positive perception of Edmonton
Deliverables
Illustrations - Edmonton residents
Based on the findings of my research, I decided to create diverse illustrations of Edmonton residents, emphasizing community and connection. With this illustration style, I balanced Explore Edmonton’s authentic and professional nature with their vibrant and friendly tone.
Digital annual report - Spreads
With accessibility and sustainability in mind, I created a digital annual report with interactive links. I combined Edmonton imagery with my illustrations by having the illustrations of people interacting with the setting of the photographs. Explore Edmonton’s redesigned annual report offers an engaging experience for Edmonton residents that entices them to connect with their city and Explore Edmonton’s brand.
Social media carousel - Annual Report highlights
Lastly, I created a social media carousel for Explore Edmonton’s social media accounts to boost brand engagement. The carousel includes seven images that showcase the main highlights of the report.
Mockup credits
iPad & iPhone: <a href="https://www.freepik.com/free-psd/smartphone-tablet-black-background-mock-up_1195502.htm#query=ipad%20and%20iphone&position=27&from_view=search&track=ais">Image by aleksandr_samochernyi</a> on Freepik
Laptop: <a href="https://www.freepik.com/free-psd/blurred-woman-using-laptop_2733728.htm#page=4&query=laptop%20mockup&position=16&from_view=search&track=ais">Image by rawpixel.com</a> on Freepik
Instagram carousel: Image by <a href="https://www.freepik.com/free-vector/instagram-carousel-interface_11107362.htm#query=instagram%20carousel%20interface&position=19&from_view=search&track=ais">Freepik</a>