Case Study

Gay Games 2030 Bid Visual Identity

Explore Edmonton

When the City of Edmonton decided to pursue hosting the 2030 Gay Games, we were hired to develop a logo and visual identity system for the city’s bid package. We worked closely with the city’s Destination Management and Marketing Organization, Explore Edmonton, to create a logo that celebrated the city’s inclusivity and diversity.

This visual identity was a key component of a package that could lead to a long list selection—and create an opportunity for Explore Edmonton to pitch Edmonton as a location for the Games.

Inspired by the North Saskatchewan River, which runs through the heart of Edmonton, we created a rainbow flag design that is instantly recognizable—as both a symbol of the city and of the 2SLGBTQIA+ movement. This project showcases our ability to create visual identities that embrace diversity, showcase unique places branding and position municipalities on the world stage.

The visual identity was met with resounding positivity. Edmonton made the long list of contenders—placing in the top seven of 25 bidding cities. Significant news coverage in Global Edmonton and Daily Hive highlighted the impact and reach of the bid within the city. Explore Edmonton also saw strong positive online community support.

The project was recognized at the local and national levels. Adverb received an Award of Excellence for Graphic Design at the IABC Edmonton Capital Awards, as well as an Award of Merit for Graphic Design at the IABC Canada Silver Leaf Awards.

Link to blog article that speaks to the project/award

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