Calgary Municipal Land Corporation
A campaign helps an under-the-radar, city-owned developer step into the spotlight, positioning CMLC as the + that brings the city’s partners together.
Calgary Municipal Land Corporation (CMLC) is the city-owned developer responsible for shaping Calgary’s Rivers District, helping attract billions in private investment while bringing new residential, cultural, and public spaces to the downtown core. As part of the work completed at Resonance, the project focused on creating a campaign that could increase public awareness of CMLC’s role while reinforcing trust among stakeholders, residents, and development partners.
The resulting Trust + Transformation campaign repositioned CMLC as the connective force behind the city’s ongoing evolution — the “+” bringing together vision, planning, infrastructure, public space, and community. Building from the existing CMLC logo, the campaign system transformed the plus symbol into a flexible graphic device used to link initiatives with the people and neighbourhoods they shape. Across the campaign, the “+” became a recognizable shorthand for CMLC’s role in uniting the partners and projects driving the city forward.
Services
Art Direction
Campaign Identity Design
Extended Brand System Design
Editorial & Collateral Design
Digital & Social Assets
Campaign Strategy
Team
Creative Director: Dominic Prevost
Copywriter: Dianna Carr
Art Direction & Design: Kelsey Boucher
Producer: Eric Mosher
Video Editor: Daniel Pruger
Designed at Resonance Consultancy
The visual language was designed to feel optimistic, civic-minded, and accessible, balancing clarity with energy across a wide range of touchpoints. Messaging focused on demonstrating the tangible value CMLC contributes to Calgary, linking large-scale urban development to everyday public benefit. The integrated campaign was rolled out across print, digital, and environmental applications, helping elevate CMLC’s visibility while reinforcing its role in shaping a more connected and vibrant city.
By translating complex urban development initiatives into a clear and approachable visual narrative, the campaign helped make CMLC’s impact more visible to Calgarians. Rather than focusing solely on infrastructure and investment, the work emphasized the people, neighbourhoods, and shared experiences shaped by the organization’s efforts—positioning CMLC not just as a developer, but as a catalyst for long-term civic growth and connection.
