Three Sisters Mountain Village (TSMV)
Community Engagement and Rebranding
Better articulate the long-term vision and principles for TSMV and gather community insights to inform its future development..
Following a denied amendment to a development proposal by the Town of Canmore Council, TSMV was asked to better articulate the vision and principles for its land, which represents approximately 80 per cent of the remaining developable land in Canmore. As TSMV entered into a new Area Structure Plan (ASP) process, Shift was hired to develop and execute an engagement plan that would increase transparency around the ASP process and enhance communication with stakeholders, so we could gather insights to inform the plan.
We completed primary research to better understand how community members viewed the TSMV project. This research informed both short and longer-term engagement plans, which we had endorsed by Town Council.
Our ASP engagement plan included the introduction of a fresh and friendlier creative platform. This creative direction became the springboard for all collateral development. Early on in the ASP process, we also led the coordination of a month-long series of information booths and presentations at events and locations that span Canmore community interests. The approach allowed for broader community input than what had been gathered by TSMV in past applications.
Shift developed easy to understand communications materials designed to encourage interaction and spark dialogue. We learned early on that one of the most basic communication issues stemmed from a lack of understanding of what an ASP actually is. One of the first things we developed was a one-page handout that explains this integral planning document and gives community members a better sense of the level of planning detail to be expected at each phase of development.
Shift refreshed navigation and content on TSMV’s website to reflect a clearer vision for TSMV. The homepage connects to the overall creative platform and puts a new Draft Vision and Principles document front and centre. Blog posts on the website share more detailed information about the project, including articles featuring experts who explain the Environmental Impact Statement process, the current state of health and wellness tourism, and more.
Shift relied upon feedback from the community to rebrand TSMV around the theme, building community. The colour palette for the new look and feel represents natural elements in the area (water, night sky, forests, mountains). We moved away from traditional stock imagery and toward the use of bright images with a focus on real Canmore residents. This shift creates a stronger connection to the community and reinforces the vision for TSMV and how its future development can support quality of life in Canmore.
Shift Consulting Inc.
PO Box 16, Banff AB T1L 1A2