Stoney Nakoda

DISCOVERY/INSIGHTS: Tourism in Alberta is growing, and with it, an increasing appetite among Canadian travellers for authentic, culturally rich experiences. Indigenous tourism in particular was on the rise, with travellers seeking genuine connection to place and people rather than manufactured experiences.

PROBLEM DEFINITION: Build a brand that could compete in the Alberta tourism market while honouring a community that deserved to be seen - on its own terms, with its own people, in its own land.

DESIGN SCOPE: Art Direction, Production, Photo and Video

IMPLEMENTATION AND OUTCOME: Inspired by historic photography of the Stoney Nakoda Nation; the imagery was to be powerful, serene, and poetic, with intentional focus on ribbons, textiles, and braids honouring the Nation's craft traditions. Colour was used with purpose: red, a sacred colour tied to Indigenous peoples of North America and a symbol of perseverance and life across Plains Nations cultures, was woven throughout alongside earth tones.