Westside Recreation

The west side of Calgary had no recreation centre. So private interests struck a deal with levels of government and Westside Recreation opened its doors in 2000. In 2010 after raising more money to add another 65,000 sq. ft. of youth-centred spaces and gyms they embarked on a rebrand. FERVOR (juice creative at the time) undertook inventories of signage, collateral and the written tone and manner of all public (and internal) facing communications and designs. We gave them a contemporary (and we think timeless) identity based on a graphic W to evoke blue sky and mountains - the prominent view from up on the west side. We provided design templates for in house use, signage and way finding signs, all collateral, new member passes and staff ID cards - everything. We even brought the huge sandstone rock in front of the facility into the rebrand by installing the Westside name in raised steel letters and a carved indentation for the W logo.