Where rivers and stories converge: Our design journey behind The Confluence rebrand
Working on the rebrand for The Confluence Historic Site & Parkland was a profoundly meaningful experience, but one that presented unique design challenges: How would we create an identity that could bridge Indigenous histories with colonial legacies, and honour a complex past while helping to shape its future?
Formerly known as Fort Calgary: A story only partly told
The Confluence Historic Site & Parkland, formerly known as Fort Calgary, is located at the meeting point of the Bow and Elbow rivers. For centuries, it has been a place where narratives intersect—where Indigenous Peoples gathered long before the North-West Mounted Police (NWMP) built their fort in 1875, and where the city of Calgary itself began to take shape. Yet, for far too long, the focus had been on only one part of the story—the colonial one.
While the NWMP and the establishment of modern Calgary are integral parts of this site’s history, a larger piece of the story was missing. The team at The Confluence recognized the need to expand the narrative and embrace the full depth and richness of this sacred place, leading to the decision to rebrand.
Collaborative journey: Engagement and strategy development
The rebranding process began with a comprehensive engagement phase led by Stormy Lake Consulting. Over 1,500 interested parties, including Indigenous communities, the RCMP, and local residents participated in workshops, consultations, surveys, and one-on-one discussions. This extensive engagement process was crucial in shaping the strategic direction and would serve as the foundation for the visual identity and all subsequent branding efforts.
A new name: Reflecting a broader narrative
As the strategy work progressed, it became clear that a new name was needed, as the existing name did not serve the broader purpose of representing the site’s multifaceted histories.
The new name—The Confluence Historic Site & Parkland—not only references the geographical confluence of the Bow and Elbow rivers but also reflects The Confluence’s role as a caretaker of the land and its stories. Also significant was the bestowal of the Blackfoot name I’táámito’táaattsiiyio’pi (Eeh-daah-mee-doh-daat-tsee-yoop), meaning ‘harmonious meeting place,’ further anchoring the site in its Indigenous roots and bringing long-overdue recognition of the land’s deep cultural legacy.
Cultural sensitivity: Finding common ground beyond symbolism
With the strategic foundation and new name in place, the design phase began. At first, the challenge appeared to be developing a visually compelling identity that authentically represented Indigenous cultures while also relating to an audience accustomed to colonial design norms.
These challenges were layered with significant complexities, yet the goal extended beyond merely avoiding risk. It had to result in a design that resonated with everyone, allowing individuals from all backgrounds to connect with the new identity—both now and into the future. Ultimately, it became clear that the site’s many histories and perspectives, each deserving recognition, could not be easily captured in a single visual expression.
At some point during the process, hearing a lyric from Nada Surf—’The stars are indifferent to astronomy, and all that we think we know‘—sparked a pivotal realization: The people who gathered on this land, regardless of what brought them here, were part of something that transcended their individual stories, cultural remnants, and the interpretations applied to them. The land, the rivers, the gathering of people, the passage of time—these things remained constant and indifferent to the narratives that surround them today.
This realization shifted the design approach away from relying on specific cultural associations and instead capturing the essence of the place itself—the enduring natural elements and shared human experiences that transcend cultural boundaries. It needed to reflect not the individual threads of history, but the underlying fabric that connects us all to this place. After a rigorous couple of months of exploration, the core identity components were finally completed.
A fluid visual identity: The Confluence of nature and humanity
The logo, a topographic view of the rivers’ confluence designed to resemble a fingerprint, became the foundation of the visual identity. It represents not only the physical landscape but also the metaphorical convergence of peoples, stories, and time. The wordmark features custom letterforms that connect and curve, echoing the flow of the rivers. It’s evocative while remaining legible, and connects to the logo to create a cohesive visual language. The colour palette, inspired by the area’s natural environment, reinforces the connection to the landscape.
The role of identity: A framework for connection
The visual identity spans multiple touch points, including interior and exterior signage, interpretive displays, printed materials, digital communications, and the overall visitor experience.
Reflecting the complexity of the site’s history, the new brand is more than the sum of its parts. It inspires connection and understanding, creating space for fresh narratives and fostering ongoing engagement with the site’s evolving story. It was our privilege and honour to help tell the story of such a significant place.
See more images from this project on our work page.
