Alberta Blue Cross, Edmonton and Calgary office exterior window graphics

Alberta Blue Cross has been part of the Albertan community since its inception, reflecting its values of trustworthiness, reliability and diversity. It was decided to portray that by updating the window graphics of our offices in Edmonton and Calgary. There were previous graphics located in the south-west corner, installed back in 2015. It was meant to be updated on a regular basis, but it got forgotten.

With its current inception, the design was intended to express the Alberta Blue Cross brand, rather than selling a product. The visual communication is demographic and product agnostic, so it would potentially have a longer life-span.

Imagery used reflects the environmental diversity of Alberta: urban Edmonton and Calgary, the Rockies, prairies, and boreal northern Alberta. Bright brand colours were used as transparencies over top the images. The corporate typeface, Myriad Pro, was utilized for the short, bold messages provided by the copywriter to communicate the brand.The outcome was a bold, modern, timeless, and fresh look that ties to Alberta Blue Cross' roots, values, and mission statement.

I made a proposal to use material, similar to the 3M Scothcal, to allow light to enter the interior space, yet still have a more-or-less opaque view from the exterior. The previous graphics were solid vinyl, which blocked light. In using the new material, we are able to cover the entire window and still have natural sunlight enter the interior space. This alleviates concerns from the employees working in the space, as it was one of our major challenges. We had engaged with the office employees directly affected by the window graphics as it may affect their work space. We demonstrated the light permeability through photographs and received their buy-in.