Edmonton EXPO Centre
What We Did
Research & Strategy
Brand Platform
Graphic Design
Advertising Campaign
Copywriting
Experience More
The most imaginative event space in Canada
In January 2019, Edmonton EXPO Centre (EXPO) changed hands, from Northlands to Edmonton Economic Development Corporation. This change was an opportunity for EXPO to reimagine itself as an integral element in Edmonton’s economic future.
The Met Agency was contracted to help uncover and tell the unique story of EXPO through our Brand Story process.
With a brand audit, one on one interviews and focus group sessions, a brand promise was created: The Edmonton EXPO Centre is a powerful economic catalyst, providing authentic experiences and limitless opportunities in the most imaginative event space in Canada
The new brand positions EXPO as the creator of limitless opportunities and experiences. If a person can dream it, the imaginative EXPO team can make it happen.
The Brand Platform invites the audience to experience more of what EXPO has to offer.
Conceptual graphics were created to engage and educate audiences about the unique experiences offered.
Bright colours and high energy mark the foundation of the brand.
The development of the brand extended into many print and digital assets, including billboards, stationery, food vouchers, and advertisements.
In-depth menus were created to accommodate Edmonton EXPO’s wide breadth of dining and catering experiences.
The Met also designed promotional digital screens for placement throughout Edmonton EXPO.
“Values in Action” cards were created for employees to nominate one another when a positive impact had been made.
“Our work consisted of an internal brand story exercise and strategy, followed by a full external creative vision and new brand element project for the EXPO venue. This project was pivotal for our organization during a time of immense internal change. James’ strategic leadership and his team’s approach for the creative work and the behavioural science behind our brand gave our project team the tools to embed the change and engage in an impactful way with our employees.”
— Heather Sanregret, Edmonton Economic Development Corporation