Blair Francey

MA, RGD

Portfolio
About
Resume
Manifesto

LinkedIn
Email
Toronto



World Heritage In Canada /
Parks Canada



Scope


/ Qualitative research
/ Brand audit
/ Brand strategy
/ Visual identity system and guidelines
/ Environmental design
/ Guidelines
/ Interactive map
/ Marketing messages

Agency
/ Trajectory Brands Inc.

Launch
/ 2020Canada is home to 20 one-of-a-kind heritage properties that have been inscribed as UNESCO World Heritage sites in recognition of their Outstanding Universal Value. It is not always easy for Canadians to connect the dots, and recognize that together, these 20 World Heritage Sites (and 12 Tentative List Sites), share a common membership that holds distinction in an international arena. 

In 2019 Trajectory began working with Parks Canada on behalf of World Heritage in Canada to elevate the full scope and importance of the World Heritage story in Canada. We introduced a brand identity to help reinforce the collective position as among the best of the world, part of an ensemble of properties whose significance is shared with iconic destinations such as Australia’s Great Barrier Reef and the pyramids of Egypt.

The brand program introduced a common design platform, marketing templates, a message bank and usage guidelines. We worked with a digital team to produce an interactive map featuring all World Heritage in Canada sites with photos, information and links, which was integrated into the Parks Canada website. This design platform had to be extremely flexible to accommodate each site’s unique branding as well as integrate guidelines governing usage of UNESCO brandmarks. The new brand platform delivers a unifying look that elevates the collective significance of these one-of-a-kind, globally recognized treasures and Canada’s commitment to protect them for generations to come.

Prev    Next