A Spring Showcase event for the province of Alberta was in need of a theme for their annual conference for both 2011 and 2012.  Themes entitled Elements of Alberta (2011) and Elements of Adventure (2012) were designed to encourage the provincial tourist info sites to create a “formula for adventure” for tourists. Combining cities and routes (eg. Ed4Cg2 = Edmonton -> Calgary) would give the tourists a route to follow.

Also included in the project scope was the design of site signage that would work with the themes, but also have the ability to be used after the Elements themes had completed. To do this, a selection of the same colours and fonts were used and combined with custom vector illustration to give the viewer a sense of everything Alberta has to offer.

Art Director, Project Coordinator, Designer, Illustrator