Tagline, messaging and look and feel for the inaugural digital campaign for South Canadian Rockies tourism (encompassing the Castle, Pincher Creek and Crowsnest Pass regions of Alberta).
“Go Beyond” came out of research into the demographic mostly likely to visit the area – youthful adventure seekers looking for new, fun, rugged experiences beyond the ordinary and off the beaten path.
The overarching idea behind this concept presents the South Canadian Rockies as a rugged, (relatively) unexplored area full of adventures and opportunities, one that exists “beyond” the traditional mountain parks. New/inexperienced visitors will find memorable (and challenging) experiences to enjoy, while experienced “veterans” of the area can continue to strive to “push the envelope” and venture further into the area.
I created a bold, unique lockup for the words “Go Beyond” that changes depending on size/orientation. This lockup is tucked into the corner, leaving lots of room for the hero images to breathe. The word “Go” will always feature one of the main brand colours, while “Beyond” appears in either grey or white, depending on the usage.
(click to view image carousels)